The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1909-08-09
ADVERTISING IS
AN ESSENTIAL
Startling Effect on Business % a
Bar. IS Proof c. the Value
T1ereof

sal.lAl OF an incidental The bal
a1ce Of the evidence az hand and
the weigh, OF argument are in favor
q the contention that it is an essen.
.al and no; an Incidental
II the public is no; made aware
O. the fac, .ha; certain bank is
strong or has the qualifications maA.
in. Tor strength. then no one prob
ably would seek the services Of
That bank
Tha. advertising is an essential is
proved many times over. An Illus
t-a.ion o. this fact is found In the
experience Of an eastern banz ina,
had si.o00.000 capital and '2,ioo.ooo
surplus and undivided profits but
whose business was falling Of.
The stock was held by individuals
who paid all 6, was worth for H.
people who dii no, have the advan.
tage Of the gain made by the earned
surplus This bank was always op-
posed 20 advertising and stood stiil.
or. rather. retrograded. It's officers
Tere men OF personal and financial
high standing. and IL directors were
men whose names were above re.
proach
The situation became so serious
that new men were elected TO the
board Of directors, and the old pres
iAent was dropped, and there was
chosen as his successor a self made
business man Who accumulated con.
siderable wealth by reason Of his
own efforts In the mercantile line.
He was a good business man. ou'
his success had dava'onad a certain
amount % egotism IN him. The
cashier believed In advertising. and
one OF tho first things he did upon
assuming charge OF the bank was
70 begin an aggressive advertising
campaign.
The results were soon apparent.
The business Of the bank grew rap
idly and extensively. The new pres.
ident's erotism. however led him in
20 making the mistake that the
new business came solely by reason
OF the fact that he was president
and that Il came because the people
had an especial confidence in him
and his ability.
The fac, that his predecessor was
a man Of equally high standing seem
ed 10 have escaped his consreration
or. at any rate he did not ascribe
the new success Of his bank %
advertising. And so he stopped the
campaign completely and ceased tc
advertise in any publication.
The result Of this change IS best
, told in the words OF cashier of the
bank. an admirer and warm friend
OF the president
About three months after the cam
, paign had ceased he spoke 70 anoth
l.. er banker in :he same city in tht
following way:
The old man has begun 10 se'
the value Of advertising for a bank
D He thought that IT was his PERSONAL
? " that drew 20 us the new bust
+ ness that We have put on our books
5 so he tod me 70 cut out the adver
{ tislng ! did so. and almost immedi
ately We stopped getting new &C
b counts
5 The difference in new business
a Vas so marked that even chill,
2 could realize II. The old man refused
at FIRST 70 believe that there wa
s any connection between the s,oppini
y OF new business and the stoppin!
;. OF advertising, but the books show
o ed clearly that there was such
connection, for almost on the da!
y We stopped advertising, new ac
$ counts ceased 20 come in, so nov
/ I am going TO start new campaigl
I OF advertising by order of the oil,
man himself"
n The above experience OF the ma
@ tional bank referred 70 serves a
i. one Of the best possible illustration
!. OF the whole matter OF advertisine
a The first experience OF the bank
Y with its responsible board OF direct
ors and is many responsible an,
able officers, which only went back
ward because il would not advertise
r, and the later experience II had o
n putting on nev business when
p started an advertising campaign an
l. the stoppage OF that business whe
l. Il ceased 20 advertise again and the
/. the renewal OF activities when
Q again began 10 advertise, ought Z
d be a guiding light 70 any banker
N E,rnun L,dltnrial in CnaSt Ranknl