The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1908-10-28


where it is already established, ex-
tending it into new regions. 1 will be
doing about the greatest service it is
in my power to render you. To start
with, you must recognize advertising
as a commodity. 1t is imperatively
necessary that you get this truth fixed
firmly in your minds, before you can
hope to give it that broad considera-
ton which its Importance demands.
Get away at once and forever, from
the idea that it is an expense. 1t is
not an expense, it is commodity; just
as necessary a commodity in the sell
ing of oranges, as business is con-
Quoted today, as are the oranges them
selves. l do not mean by this asser
ton that you cannot go on selling or
anges forever without any advertising;
but if l understand Alright, one Of the
purposes of this convention is to see
if means can be devised which will in
crease the sales of the product.
The Lay Of Average.
1.-The Lord & Thomas Advertising
agency argues stror ely on the law of
average, and claims that it is the only
thing that is absolutely certain in adj
vertising The point they law stress
on is What one man likes or wants
forms no criterion. When thousands,
at certain expense, are cd to spend
a certain amount, you have an abso-
lutte certainty. The millions VII do,
what the thousands have done" TniS
appeals to reason.
This agency is advertising it's own
business by published announcements
| that it is paying a man $1,000 week.
AS chairman of a committee of Is of
their advertising experts ne has the
| last word in the determination of plan
and scope Of campaigns. And the
agency also adver.ises that this high
| salaried man is worth all it pays him.
| In conversation with a mutual friend
regarding this expert the former re-
marked. He doubled the Van Camp
Bean business" 1t is hardly neces-
| sary to dig into verified statistics be-
| fore we assert that the most Of this
| increase in the Van Camp BUSINESS is
| from people not heretofore bean cat
| ers. I feel quite sure that those who
| have been won away from ether bean
| preparations constitute but small pro-
| portion of the increase.
There is no mystery or magic about
advertising,-tha is to say, no more
! mystery than attaches to doing any
other thing we'll II is not an expert
! ment. Properly done it is simply good
craftsmanship. 1t does simultaneous
what an individual can do only in one
place at a time. Paradoxically it not
only does not supersede the salesman,
but is his greatest ally. 1t is the ad-
vance agent of the salesman. 1t pre-
dispOses the dealers and the public,
and clears the route of the salesman
of many of its thOrns. Good sales
manship is the ability to induce people
to buy your things equally with, or
in place of. the stuff that others have
to sell. If judicious advertising will as
sist in creating a demand for oranges
it will add much to the chances of the
success of the salesman in his work
That it will do this may be predicted
on WHAT it has done in other fields
If you look for evidence of the results
of advertising, you may pick it up in
the things you do every day.
Smoking Advertising"
l was much impressed by the re-
mark of character in a short story
in a recent magazine. In a cOnverSa
ton regarding rival establishment the
author makes him say THAT stores
stock is no, as good as mine; the Gus
toners smoke advertising" The re-
| mark implied that the people who get
things at the rivals place thought they
were getting better articles. because
The advertisements of that concern
told them so; and it was SO to them j.
as long as they believed it, Why DO
people eat the modern breakfast foods =?
Why do you call for white Rock or
"Clysmic," or "Sun-Ra water? It is
because the food, or the water, is real
ly superior to all oilers? Is it be-
cause you must have that particular
| brand; that you can't get along with
out it? Thousands of people now wear
| nothing but Douglass shoes, other thou
| sands none by Emerson, or Hanan, or
/ some other make. l. is not in the
| least unfair to either Of the firms
! mentioned to assert the material
| which has been most potent in Sc
curing and retaining this OF that
| thousand persons, is the advertising.
! You have already grasped the point
l wish to make; that is, that there
| is no limit to the things that may be
prOfitably advertised. Surely if the
! staff of life, and the graveyard can be
promoted by this means there is a
chance for the orange. If this be true,
| then we have only to give our serious
attention 10 the how of the adver-
Using; consider the character and
search for tie very best method. just
as there are good managers, and bad;
good and bad statesmen, and oranges,
SO also is there good and bad adver-
Using: some very bad. More often,
however, advertising fails because of
lack Of appropriateness-like unto the
right man in the wrong place, or vice
versa. Indeed it is not difficult to
| find men who can utter high sound
| ing phrases-others who can make
| beautiful pages of type and drawings.
! These things are in themselves of no