EVENING PUBLIC LEDGEI-J?HILADELPHIA, WEDNESDAY, EEBftUABY 16, 102 '
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ONE manufacturer produces an
article of unusual merit. Al
though the name of his product is
practically unknown, and notwith
standing that only a small fraction
of his market has been developed,
his business is PROFITABLE.
Can his business be considered
SUCCESSFUL?
Another manufacturer makes a
similar article, which, while good,
has not been developed to the same
degree of perfection as the product
of the first manufacturer. But he
has created a tremendous consumer
demand. His brand name is a buy
word on the lips of practically every
man and woman throughout the
country. Through sheer force of
aggressive selling methods and ad
vertising he placed himself in this
dominant position. His business is
PROFITABLE.
Can his business be considered
SUCCESSFUL?
What is the measure
of success ?
If success is measured only by
the "surplus" column on the finan
cial statement, BOTH of these busi
nesses are successful.
But if success is measured by
comparison with the total possibil
ity of achievement, NEITHER is
entirely successful.
Manufacturer Number One has
developed his PRODUCT and has
given too little consideration to his
MARKET. His production cost is
greater per unit than his competi
tor's because he lacks the volume.
And, therefore, the cost of his prod
uct to the public is greater.
Manufacturer Number Two, on
the other hand, has developed his
MARKET and has given too little
consideration to his PRODUCT.
His selling costs are increasing
rather than diminishing. He finds
it expensive to keep his market
SOLD on an inferior product. Even
tually his ever-rising selling costs
may wipe out his profits.
Co - ordinating productive
and selling effort
Whereas in former years a
manufacturer concerned himself
with marketing his product AFTER
he had settled all matters of pro
duction, today it is not unusual for
a manufacturer to give first con
sideration to his market.
He makes a market research
through his Advertising Agency.
He studies conditions that may af
fect his market. He learns the needs
of his market. And he considers
means of filling these needs. His
knowledge of market conditions
later influences his decisions on
important production matters.
Thus he is enabled. at the very
start to co-ordinate his selling and
productive efforts so as to build for
his product that all-important ele
ment that is so essential to real busi
ness success GOOD WILL.
The tremendous value of
GOOD WILL
Many illustrations of the value
of GOOD WILL could be given.
Here is one:
Some years ago a sales company
decided to merchandise a certain
product. It had no factory and
wanted no factory. It gave primary
consideration to a NAME. Once
selected, legal experts were in
structed to protect that name. The
NAME was the first step toward de
veloping the market. And later,
hundreds of thousands of dollars
were spent to induce the public to
repeat that name.
The sales company made ar
rangements with a Philadelphia
manufacturer to handle production.
As the demand for the product in
creased the factory orders in
creased. Business boomed for
everybody. The manufacturer saw
the sales company spending its
money in selling and advertising,
while he got the big manufacturing
orders. He was happy.
What an. Advertising Agency Does
Your (lvertiMng gen'cy
firt step will be a tborougii
investigation of your situation.
Its men will ask you the true
inside story of our own and
your competitors' goods. 'I he
will examine general selling
conditions in jmir line. Job
lung houses which distribute
our line may be visited. Deal
ers in arious cities may be in
terviewed. Your Agency will find why
ou are weak here, why you are
Strong there, and what local
difficulties need be oercomr
It may suggest an improve
ment in quality nr methods ol
manufacture. Many a product
has been made better through
the necessity of living up to its
advertising.
It may advise the develop
ment of some featuie of your
line not now emphasized
If jour package ! impossible
to display effectively on the
dealers' shelves, your Agency
must get you a new one
Your relations with jobbers
and dealers, or your own sales
organization, msy seem to your
Agency to demand revision.
Actual conditions discovcied,
needful change- made, the gen
eral line of argument deter
mined, your Agency will get
down to your advertising.
It will suggest the mediums
you should use. and tell you
what the cqst will be.
It will write your magazine
and newspaper copy, your "follow-up"
booklets, circulars to
dealers and form letters.
It will prepare the illustra
tions and arrange for printing.
It will design street car cards
and billboard poster?, get up
window displays; hire, train
and send forth demonstrators
Its members will help your
salesmen to make the most ot
the advertising
If you want a house organ,
v our Agency will found it,
pri7e contests, your Agency
will invent them.
How far our Agency will
go depends solelv upon the
thoroughness with which volt
wish to advertise
The things that you would
have to do before advertising,
and which your Agency is
trained to help you do. are for
the most part things which any
business must undergo before
it becomes a national success,
irrespective of whether it is ad
vertised or not. These steps
are taken not for the sake of
advertising, but for the sake of
better merchandising. In order
to be sold right, a product must
be conceived right, made right,
priced right and distributed
right
One day another manufacturer
made the sales company a proposi
tion. The Philadelphia manufac
turer lost the businessbusiness
that had grown to represent his en
tire production. He was POWER
LESS. The market had been bought
and paid for by the sales company.
The manufacturer had a plant
a modern, complete, well-organized
plant. The sales company had a
slip of paper locked in a safe deposit
vault. That paper proved its right
to a name. A great plant against
a name and the NAME won. The
name owned the markets The
manufacturer was helpless against
the MIGHT of that name.
A few years later the sales com
pany sold the name a single word
for a sum representing nearly
three times the yalue of the manu
facturer's plant.
Why? Because it represented a
tremendous GOOD WILL value.
Now is the time
to start
GOOD WILL is the SOUL of any
business. Your capital may be lost,
your factory destroyed, your or
ganization disintegrated yet, . if
you possess that intangible thing
called GOOD WILL your name has
a very tangible value, expressed in
dollars and cents.
The manufacturer who deter
mines NOW to build GOOD WILL
and capture the market can do so
.with less effort than will be required
later on. He will now find his
strongest competitors vulnerable
to a surprising degree their hith
erto impenetrable trade connec
tions grown weak during the flush,
easy-business period. He will nec
essarily employ aggressive selling
methods dovetailed with well-directed
advertising. He will see the
advisability of starting NOW
while his competitor is "waiting for
conditions to right themselves."
This advertisement was prepared and paid for by the undersigned Advertising
Agencies of Philadelphia, active members of the American Association of
Advertising Agencies which cares for more than ninety per cent of all national
advertising, and whose Philadelphia members are ready and able to render the
most complete Advertising Agency service obtainable to present and future
advertisers in the World's Greaftest Workshop.
The Aitkin-Kynett Company
Barrows & Richardson
Charles Blum Advertising Corp.
Clark-Whitcraft Company
J. H. Cross Company
George W. Edwards & Co.
The Eugene McGuckin Co.
McLain-Hadden-Simpers Co.
Matos Advertising Co., Inc.
Herbert M. Morris Adv. Agency
Tracy-Parry Company, Inc.
The PHILADELPHIA COUNCIL of the
American Association of Advertising Agencies
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