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EVENING PUBLIC LEDGEKr-PHILABELPHlA, TUESDAY, MAftOH 20, 1921
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' ' The whole basis of national progress, of an increased stand
ard of living, of better human relations, indeed of the
advancement of civilization, depends on the continuous im
provement in productivity. "
Herbert Hoover .
Address to American Engineering Council,
Syracuse, N. Y., February 14, 1921
AND Mr. Hoover goes on to say: "The
-E. absorption of increased productivity lies
in the conversion of luxuries of today into
necessities of tomorrow, and to spread those
through the whole population by stimulation
of habit and education. Wheat bread, railways,
good roads, electricity, telephones, telegraphs,
automobiles and movies were once luxuries.
They are still luxuries to some parts of the pop
ulation." The business of advertising is education
and the stimulation of habits which produce
increased demand.
In the course of this process, advertising
reduces the cost of distribution and effects
economies which make it possible to transform
the luxuries of yesterday into the necessities
of today.
Advertising reduces
distribution cost
One of the strongest illustrations of the
economy of advertising in reducing the cost
of distribution and sales by stimulating in
creased consumption is found in the co
operative campaign of the California Fruit
Growers. Their advertising manager describes
as follows the results' of their advertising, for
which more than $ ,000,000 was spent last year.
"In the twelve years since the first cam
paign was launched in Iowa the consumption
of California oranges has doubled. The
American consumer has been taught by co
operative advertising to eat nearly twice as
many oranges as before. The expenditure of
2y2 cents a box, or about one-fifth of a cent per
dozen, to advertise oranges did not increase
the price. Had the orange industry remained
on the old basis there would have been no profit
in growing oranges. New acreage would not
have been planted. Old orchards would most
surely have been uprooted and other crops
planted. Co-operative advertising widened
the grower's market. The cost of selling
oranges and lemons through the California
Fruit Growers' Exchange is lower today than
it was ten years ago."
Advertising increases
productivity
Perhaps no city in the world has greater
undeveloped possibilities for the use of
advertising to increase its productivity than
Philadelphia; the city that is already pro
ducing annually 25,000 miles of carpet,
What an Advertising
Agency Does
Your Advertising
Agency's first step will be
a thorough Investigation
of your situation. Its men
will ask yon the true inside
story of your own and your
competitors' goods. The
will examine general selling
conditions in your line. Job
bing houses which distrib
ute your line may be
visited. Dealers in various
cities may be interviewed.
Your Agency will find
why you are weak here,
why you are strong there,
and what local difficulties
need be overcome.
It may suggest an im
provement in quality or
methods of manufacture.
Many a product has been
made better through the
necessity of living up to its
advertising.
It may advise the devel
opment of some feature of
your line not now empha
sized. If your package is impos
sible to display effectively
on the dealers' shelves,
your Agency must get you
a new one.
Your relations with job
bers and dealers or your
own sales organization may
seem to your Agency to
demand revision.
Actual conditions dis
covered, needful changes
made, the general line of
argument determined, your
Agency will get down to
your advertising.
It will suggest the me
diums to use and will tell
you what the cost will be.
It will write your maga
zine and newspaper copy,
your "follow-up" booklets,
circulars to dealers and
form letters.
It will prepare the illus
trations and arrange for
printing.
It will design btrcct-car
cards and billboard posters,
get up window displays;
hire, train and send forth
demonstrators.
Its members will help
your salesmen to make the
most of the advertising.
If you require a house
organ, your Agency will
found it; a prize contest,
your Agency will invent it.
How far your Agency
will go depends upon the
thoroughness with which
you 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 be
fore it becomes a national
success, irrespective of
whether it is advertised or
not. These steps are taken
not for the sake of adver
tising, 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.
5,000,000 hats, 9,000,000 saws, 100,000,000 bed
sheets, 250,000,000 pairs of hosiery, 400,000,
000 cigars; the city that has 16,000 manufac
turing plants with an annual output of
$2,000,000,000.
Perhaps no city in America has so high
an average distributing cost added to its
products as Philadelphia. This is due to the
prevalence of systems of selling through sell
ing agents located in other markets, and to the
failure of Philadelphia manufacturers to make
use of modern and more direct distribution
methods, including advertising.
Those Philadelphia manufacturers who
are employing modern methods of distribution
and advertising are offering an object lesson to
their fellow manufacturers which cannot be
lightly disregarded.
Among these Philadelphia advertisers can
be found illustrations of every advantage
which correct advertising can bring to a busi
ness. These advantages include:
1 Increased sales, either immediate or grad
ual 2 Decreased production cost through in
creased volume.
3 Decreased distribution cost.
4 Lower price to the consumer.
5 Insurance of more stable and permanent
markets.
6 Tangible increase in the good will assets
of the business.
7 Stronger financial position.
8 Greater efficiency and pride of workman
ship in all departments executive, pur
chasing, production, shipping, credits and
sales.
9 Stronger position in raw material markets.
10public recognition of the industry as a
notable contributor to the commercial and
industrial prestige of the City, the State
and the Nation.
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 Greatest 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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