Show expert talks on efficiency in advertising these days it Is nemer a question of does advertising pay but rather er the science and art of prout ably applying advertising to bales sales said ll 11 W facett faucett vice president of tho the associated advertising clubs of the world in an address addres sat at the membership luncheon of the salt lake advertising vord ver sing club recently at mr r pa paw w cell declared bo he was wa tn in alt lake to work with the members of the club andhor them and to offer a tow suggestions sugg eUlona for their consideration advertising ig is no longer looked upon as something secret or mysterious or as bunk and hokum but merely as mass selling said mr fawcett the 15 speaker quoting from a prom anent efficiency engineer said that 84 per cent of the tas business failures of american are non advertisers and that the manufacturer who advertise Is five times ai as likely to stay in the business as Is his non adver competitor advertising today Is to referred to and generally recognized by economists and business men as ono one of the greg greatest test economic forces of modern times the speaker aid said the lead ers os 0 advertising thought in our advertising ver clubs prefer to think of advertising ver and together and to term the dual oual process marketing julius rosenwald Roson wald head of sears roebuck co says days in forming an estimate of a business organization I 1 want to know khow first of all three things the ba banker aker the accountant and the advertising agent Bu business biness nud and Prof profession sion 1 I like to think of advertising both as a business and ai as a profession I 1 like to think of an advertising agent as a man ruan ha jhb la Is engaged in attempting ta CT make business better tor for every one who employs him the advertising ver man must not only be a master of the ston of advertising he must be a master of marketing aa ael well to reap bis utmost usefulness he must know the entire field of business lo an outstanding fault of many writers of advertising copy is that they tho write as though they were trying to zoll oil goods to themselves tb tho writer of advertising should put himself ment mentally idly in the bace olace of the man or the woman to whom he would appeal advertising should not be used as a medicine it should not be used as a 4 food it will not build cohn confidence dence and prestige unless it is 19 ed on absolutely truth it should be the printed representation of your business advertising Adver thing will 0 create prestige it will create demand it v hi ili stimulate a lagging business and help to build a larger buk business iners the modern banker quickly realizes real jaes the business insurance that advertising provides community After timing salt lake city Is a successful user of community advertising and as such you may be interested in a brief consideration of what community advertising ver has accomplished for or colorado gp springs rings we have passed the experimental stage in advertising our community to 10 visitors tourist travel la Is desirable and advertis advertising IR 1 helping us ifs to secure this business and increase it we wo know where our tourists come from when whet they start whether they come by rail or auto how bow long they stay how much they spend and what are their impressions pres to you citizens of salt lle lave I 1 would say community advertising ver Is not a contribution but an investment 11 3 tee fael ahat bat I 1 inest mention the importance of women in advert advertising left it should be mentioned that women buy about 50 90 or 95 96 per cent of the goods good bought in C merica so t hoy may be referred to as americas greatest purchasing agent agents and wt wd advertising men must remember thai that advertising copy these days Is written to appeal to women and must study women and their views likes ana and dislikes which as you will readily admit Is a somewhat vast and complicated held field the honesty of iome some P popple Is dependent wholly upon what they can cia not get away with without getting caught most people fall la in love at sight with the dollar it rt keeps some parents busy gather i ing up the beans their children dren spill |