Arizona republican., 1909-04-22
A BILLION FOR ADVERTISING.

A BILLION FOR ADVERTISING.
About one billion dollars is spent i'm
advertising, by the American business
men every year. He spends more for
publicity than the business man of
any other nationality. This eXpendi-
ture is not a wild within, a fancy. for
the American business man, for he is
the most practical long headed manip-
ulator of commerce in the world.
What reaction of this vast sum
of money has on the buying public,
is but vaguely understood--its social.
educational and industrial reaction.
An unmarried man or woman go
ing looking over friends pantry
shelves Will be familiar with almost
every name found there. Now this
man or woman has had no occasion to
become familiar with these names-yet
the familiarity eXists-and why?
\ young couple, from we'll
to-do homes. marry. They stock the
larder What with? Nine cases out of
ten. with products never seen in the
parental homes. Why? Because they
want to be up-to-date and carry out
their air castle dreams. And where
did they get on" TO the new articles
the more up-to-date products? Where
did they discover the superior quail
tiles OF the new things in the pantry?
Did they ask their friends or the gro
Gerry solicitor? No sir. Pride wouldn't
let them run the risks of showing their
ignorance. Then where did they make
these wonderful discoveries In the
Because. from children. every way they
have looked. everywhere they have
gone sapOlio. quaker oats, postum,
gold medal. cream of wheat have smiled
.invitingiY at them. These very names
have burned their way into the brain,
and arise uncOnsciOusly at every op-
portunity Ask the new housewife the
names of other brands Of flour, Of 9TH
er kinds of securing soaps. of other
kinds of prepared wheat, and a look
Of Darkness, will mantle heF-face at
once She knows these brands Of
goods are the best because she has
read SO every day and YOU car not
make her take a substitute if you
should give it TO her
The point TO be made is simply this
the best advertised brand. Of two
equally good articles will get the pref
erence every time because it is the
best known. and has the largest sales
Every ad makes an acquaintance. and
a sale ard then these acquaintances
and salessnake others squaring itself
every time. if the goods will back the
advertising.
II you intend to stay in business
to make your business a success and
keep on making it a success-you have
got to advertise-you have got to make
your name a household word in the
locality. as national advertisers do in
the world-you have got to teach the
growing generation. as well as the
newcomer, that your store is the best
your dealings the most satisfying.
There are other stores as good as
yours-and perhaps better-but if you
keep on advertising in season and out
Of season, dun or busy-you Will gain,
will keep on gaining keep on being
successful-and keep on being success
full.
Yes you may say that You do not
need to advertise-that you are well
established True. you may have
with the town. and become the bust
ness in your line. You're lucky-but
you are also careless-for if YOU don't
advertise-dont believe in 1.-THE day
will surely come when you will wish
that you had. and rs always. it will
be too late Some little up-start Of a
fellow will import himself into the
community-Eo into things head-over-
heels-spcnd lots Of money, and half
Of it in advertising. He'll dazzle the
buyers eyes, draw him to the store
and there prove that under better con-
ditIons. more .up-to-date methods. he
can deliver the same goods in a better
and quicker way. perhaps cheaper, and
then as the small boy said. the stuff
will be off" with you. Yes. you can
wait until the Upstart arrives on the
scene but then it will be too late.
these little UPSTAIRS always do things
So quietly. so unexpectedly. thoroughly
and quickly. that you are entirely tax
en- off your feet Besides advertising
started on on a rush on an occasion of
this kind always shows the buyer you
are afraid Of the new competitor and
are only acting on the defensive. And
what does customer do when he sizes
up such a situation? Does he stay
or does he seek the cause of your
scare? Of course if the upstart is not
on to his job and makes a fiZZle. you
can afford to overlook him. But lots
of times in the history of the com
mercial world. these upstairs have not
always been fiZzles. They have turned
out immense successes-and all at the
expense of the silent. established com
petitOr.
Look at the business world and
count the big enterprises that are sue
cesses today-that do not advertise
that are not afraid of the arrival of
the advertising upstart. Count the
non advertisers today who are sue
cessful as they were ten years ago
who have kept abreast of their com
petitors-have they advertised or not?