| Show LADY advertising A VALUABLE CLERK I 1 HOW WHEN WHY Re 0 allots by D W oum cum baek at like utah manufacture manufactures annual convention 1921 I 1 am ani here to represent a lady 1 ohp sh fin fj a lady of wonderful power pomer and very a in her rewards to tho thoe te who mho ere faithful to hr but lie silo ha has no love for one who is 1 fickle ilick lf or one who ILO Is a iker 11 1 I freak of i 4 lady I ady it boull be very eary foi fol me die to kerla you volt here until dark dak telling you of th the neble e ants of I 1 aenid point out to veil tilt altal jog cau can make or arrak a ushi cas con coil errs make or omagh a tart start arry tarry on all aul I 1 win a war aar it eau call nl nj liaa has change I 1 the habits of oc a whole eollo I and even of the he entire civilize I 1 I 1 hall noto not however RO go into antall the lovira of advertising in falp I 1 shall think it well worth merit while it if I 1 cin c in ii anil ress upon ou just lap tw illings 11 not nearly so 0 o 16 it let yet betit of S vital ital importance to ou ns business o 0 ari art the two to points 3 to lie ile effective rats must t IK ile competently oni patently liand leil 1 2 ie Is ila iio plate e for a quit lr ter t f tho the nin enst it frein nt atlida Is that chat it is to if oc I 1 bely wl v wast fill ul icv it arlt cy c it D j like feet fact that ii illion of collars a at sit 1 iu in id put rut JB ju ranking a tills they over looka the fart fact that tha t tb the thins latch la is wasteful aste ful Is I 1 he alver advertising la is incompetently executed I 1 rel repent an agency you coill wo ill ie le 1 to know how many time times our new business bu Ing depart neat it in trying tring to sell ell our ervice service to melness 1 roen men eno encounters this sort ot of king ii Is no good ive riv sm it a jair fair trial aid I 1 kd baw w why lert year ear I 1 contracted for an entire abath aa ath thon in one of the sat 13 papers I 1 ran two ad a week jj J they were mighty good eji toy fos I 1 lb copy belf I 1 kte kepi pt of my V volume hime 1 of business bu elaree and anti at the rj rd of th that t month mouth gannt any improvement whatever you cant tell ell me that advertising paya tl the chonce are aro that the mea who talk thi this way are tho the kind who leave advertising until the eleventh hour then sit it down dictate a few lines to a raphert roughly indicate about he how they want the tuff stuff set et up crib lite a note to the compositor asking him to do a few tricks with type and then call it an ad or else they hove shove advertising on a to a clerk or a ateno grapher wio is in already overworked and who ne never neter ter read line about advertis advertising inic and its it execution in his hi life and then they wonder why advertising doce does t pay I 1 alq making no pedal special plea for agency service r am not hero here for that purpose of course wo we might bo be right or wrong in our belief that you can get better advertising out of a first clas class agency than by any mothr means that as it war it Is a dead certain ty that you can not get good results from your advertising unless it is pro pared by someone who has studio 1 some of the I 1 rimel ples of a Iver an I 1 who Is i in a position to devote hie his attention to it A Iver Ivert laing costs a lot of money an I 1 because it I 1 4 expensive from tl at point of view vies it must be handled ju it ie Is t tl e easiest thing in la the world to overspend oscr pend yourself in adver naver using or to throw your money away with alVer advertising that ie is poorly done lone if it jour our alver alverl laing sing Is 1 being handed I 1 y nit agency anti is km lot liot getting re to suite break your conn cunnea eillon alon with th tint thit it agency but do not con condemn derrin advertis ad I 1 if you are fiall in fit dour bour declaim sin to bm leavo al annemone I 1 to 5 our own con coil cern cen larille 1 an he your do 10 not 1 lt t hiro him make alver advertising a amply a eile ile irlue insist that he lie qualify himself as an ah ali man ani then give 0 him enough time a execute your al properly then and then annl only y you get the results commensurate commena with your tour expenditure no place for a quitter A fundamental principal of adver ader is continuity lou leu never re get t tho the full value of ad fo no 1 until you have run A I 1 no 30 2 aid you never get full value alue of ad all no I 1 and A I 1 no no 2 until it it you I 1 a ave e run I 1 N no 0 3 an I 1 so on oil cul eal lessly the reason why uth such as ills Mas Mu terii voice are e circled on the books of national ron pon rem at value values ranging from one h hn in lit I 1 thousand up tip to several million dol dot lar 1 that A huge amount of money has been spent on them and their val to 10 is being maintained 1 ly continuous ex the I 1 moment I 1 ament yon you quit gult ad vert er leing you nullify the effect of the advertising you hivo limo al at naly ridly done lone in other w aris arlt b bv alvert imlig ou lave built lit ul a structure called gool 1 will mill ft by ceasing to alvert lae lAte yoi yot may manufacture no matter how low ef focient your alea sales force nay may I 1 it once you have all alser yo tear that structure truc ture to liekes no 0 o matter how low fine a product you have haie the very alfe bloof of your tusant 48 by advertising advert liing of course rac I 1 mean any form of publicity aou whatever whither it be sales 1 letters let 11 tars billboards 4 or whatever it may way be adv of course ein be main tallied by sale salesmanship manship with a 1 erti quig aln united cited to sales 1 letters and pert 1 al a an nit lot or two nut but this ii is tho lie most extensive exie naive form of yet let it ti Is the form which be I 1 and never by all advertising er unless you you intend to go right on nit once onee vou tart in lit other wor worl Is a Iver ie IA no i lace for m leitter 0 6 we c you start you must keep i up or elic loe lwe a great pait patt of 0 the value nine of tle monty you apen peni I 1 advertising not properly an expense if allert laing do lots L tiling thing more inore alli In increate creato our sales expense do not noller tise or ene change elin your al a I 1 vert ling ahe purpose of Is to cut exit down the adilea ex lenlie it his ha lone it tn fit thousands of 4 and d dl it with ith you if properly culled thero in in fit this onto of I X tab a birve who makes a pitet prod let tnt pot re gigin 41 i to market limong th r milts nati national oal rin n ci ct r an the arnie product ant and lo 10 I 1 ig a I 1 li 1 anes thank thanks to a wl e 11 di rettel art ar 1 a com in 1 doing ehret timm tim m the bini nesi with ies felts than thau one I 1 the number of 0 x bales ales men mere to stint up ill let me ine urge that vo 0 I 1 11 I 1 everlastingly at your ader advertising it is 1 not getting vou ou results it Is due alue tu to the fact that you are not properly handling liand ling it ani mill not because eats edvertis nd vertis ing itself is 19 at fault mutt ion on need advertising in 1921 1 ai as vou you have hae never neter heeled nee led it before clero la Is a 6 bigger laic resistance tance tian vou volt lave ever before encounter el aud there will be keener competition fur for the volume of business bun inc teat that it Is 1 possible pon nibia to obtain that fite firm aeb bulia a strong ai le organization ind then supports eup ports its f fort by a pw powerful erful consistent addeo adver r tiling campaign rampa ign is i the firm which will how the proper increase in la its it sales by the end of thil this year |
