Evening journal., 1904-11-19
MERCHANTS HEAR
TALK ON ADVERTISING

He said the scheme, according to some
people, was merely to get the gas plant
here and that the Otto firm never in
tended to bring the engine building
plant to Wilmington. This Mr.. Croziel
refuted, declaring that the Otto officials
were acting in good faith. He believed
in the people Of the city imposing con.
ditions for their own safety and protec.
tion but exhorted the members Of the
Mercantile Association to do all they
could to bring the Otto Company will
its immense plant TO wilmington.
The proposed amendment TO the by.
laws. whereby the meeting night Of the
association would be changed from ev.
cry Friday night to the second and
fourth Friday nights of each month
was postponed indefinitely. ID. w. Tay'
ior. secretary OF the Board OF Trade
sent a letter to the association. thank
ing the members for the good feeling
the Mercantile Association had express.
ed for the Board Of Trade.
Mr.. Paschalrs address followed tn,
formal business-and afterwards A. d
Warner moved that the association Civ,
Mr. Paschall a vote of thanks for hii
very able, interesting, and instructive
address on advertising and he wal
made an honorary member OF the as
sociation. This was adopted by a un'
animous vote.
The address was as follows:
Advertising is an introduction fol
merchandise to consumers; from IN,
merchant to his customer 1t should
be frank, explicit, pleasant, and tho
goods back OF the advertisement should
make strong the introduction-or they
will discredit the Introduction and
themselves; worse condition than il
there had been no advertisement.
Advertising is the newest science OF
business-perhaps the least understood;
certainly the most variously treated
The desired effect is universally recog-
nized. How to get there is as differ
entity estimated as there are merchants
wishing TO advertise.
The merchant knows why he bought
merchandise, what its merits are, why
a. Is better in quality than some other;
or why it is more attractive In price
The advertisement is the letter or cor
respondenee telling these things-tell-
ing them so that the story viii be
forccful and impressive so the intro
duction viii be pleasing and attractive
Il is needless 20 go into any discus
sion OF the eXpediency of advertising
No merchant today wants or attempts
70 hide his light under a bushel. All
wish to exploit their goods. il is not
only the fashion, but the necessity OF
the times in which we live. Advertls-
ing is growing daily more urgent: be-
cause OF the existing policies Of busi-
ness. Merchants do not follow the
practice OF a half century ago, and buy
merely what their trade demands.
They purchase the output of factories
or mills and then must create the mar
ket which viii take the goods and turn
their money. In this condition Is the
certainty that the future is going Ia
demand more advertising than the pres
ent; and the indication that advertising
problems must be more carefully stud.
led than they have been.
The situation needs the wise judg.
ment Of large experience or expert dis.
elimination. It's outcome is often tn,
difference between profit and loss.
Spirit Of Advertising.
Everybody has-ought 10 haven
thusiasm In his own merchandise; en-
thusiasm in telling about IL. If he can
not indulge this Feeling he had better
not attempt to advertise. But enthusi.
asm should not override conservative,
eXpression-the advertisement would
better understate than overstate.
Remember always, in advertising
this:
You are appealing 10 the great, big
broad. level-headed. clear-eyed aver
age class-the mass Of intelligent Amer
ican citizens-not the wealthy nor the
very poor. The former look after theh
own wants. the latter are forced by
their necessities, and both are too small
a class and too indlfferently interested
for successful advertising appeals. Tn,
middle class is an omnivorous reader
a keen discrimination and always ha.
money TO spend. OF this good class tn,
women are most responsive to adver.
tising suggestion-they do the family
providing and spending; and somehow
they like 70 read advertising and follow
IL up. The successful advertiser doe.
not fail to take note OF and cater to tn,
preferences Of human nature.
Forms Of Advertising.
Different lines OF business are hes
served by different styles Of advertis
ing. What suits clothing today ma,
not tit horse goods tomorrow; what ap
plies for umbrellas now may be useless
10 tell the story OF kid gloves mex
week; a form Of description suited q
linens may be good or bad for shoes
Gauze underwear, I'm brilliant Englisl
and artistic pictures, would be as value
less I'm November as footmuffs and car
riage stoves In July. So. too, there ar
styles Of stating the introduction. Pic
lures and big type appeal to the eye
plain statements in clear type to IN
brain.
Newspapers and innumerahle form
of the printers art are what are CON
monty included in the term advertiser
methods. Each and every one has s.
merits and proper uses.
For general publlcity-making,
America, nothing compares with u
newspaper; and the advertising pro-
lem. the introducing Of the merchai
disc. by the merchant. to the consume
generally comes back to the questic
OF using newspaper space, with ever
man OF business who depends upon II
general public for his transactions.
Mediums.
For quick introductions and speed
results there have been an
are no means OF advertisin
today equal TO the daily pres
anything different or better for publ,
ity-making win be evolved-if eve
t... -.