Show Advertising Seen As Vital Need in r Ut Utah h Industries Salt Lake Club President Urges Manufacturers to Use Publicity By CHAUNCEY W W. WEST President Salt L Lake Lako ko Advertising Club I For the good of Utah industry which is la another way of saying for tor forthe forthe the good of ot all tho the people of Utah the Salt Ln Lak Lake Advertising club I continuously appe appeals l to the manufacturers manufacturers manu manu- of or this state to advertise their wares This is because our manufacturers manufacturers in common with those of other communities are faced by bythe bythe the he eternal problem of ot competition for that share of ot the business that can be obtained only through advertising ad ad- the the business built upon a definite demand by bYc consumers for certain products Most consumers will not ask for goods goods goodsby by brand name unless advertising in one form farm or or another has prompted them to do so Face Problem Manufacturers of Utah are up against the problem of meeting competition from nationally Used products offered for sale in inthis inthis inthis this territory These products enjoy enjoy en en- joy consumer acceptance ce for the simple reason that they are known through advertising and as as a n result re- re re result sult suit they will be picked oft off ff the shelves by buyers in preference to non advertised products ts Possibly the only exception to this rule is in the case caso of competing non ad goods marked at a n price ao so much lower that tho the frugal buyer feels Impelled to take them re regardless regardless regardless re- re of or a a. conviction that the better known product may be su su- The Utah manufacturer who docs does not advertise adequately must as asa a rule sell on on- price alone and his dealings arc aro with the retailer or distributor only He Hc has no ally aUy in the tho consumer who demands his goods because ho thinks them thorn su su- The result of selling on price alone alona Is that the the- buyer rather than the tho seller seUer sets tho the price Can Meet Proposition Experience has shown that no price proposition can bo be made by any manufacturer that cannot be met or bettered by ono one or moro more o ohis of his competitors His only escape from such competition and from dealer dictatorship is in advertising direct to the tho consumer to create t n a demand for tor his hb particular brand o ot of goods It has been done successfully by the progressive manufacturers o of Utah It is ix being done continuously by tho the national concerns competing in tho the intermountain territory The Th efficacy of ot adequate consistent ad ad- ad Is today beyond ques- ques tion Upon this fact tact the Salt It Lake Lak Advertising club bases its in year year out appeal to Utah manufacturers manufacturers manu manu- to fortify their competitive competitive tive live position by effective sales pub pub- fe i |