The San Francisco call. [volume] (San Francisco [Calif.]) 1895-1913, 1910-02-17
ADVERTISING MOST
POTENT OF FORCES
Largest Factor in Business Suc=
cess, Says S, c. DObbs, Fa-
nous Publicity Expert
Head of Advertising Clubs of
America Addresses Local
Men at Luncheon

sc Dobbs. president Of the Asso-
ciated Advertising Clubs of America,
was the guest of honor yesterday at
the weekly luncheon of the local pub
lefty men. He discussed advertising
in its more important phases, placing
special stress upon its commercial value
and its potency for inspiring conf
dence. Charles w. Hornick also ad-
dressed the members. dwelling upon
The necessity of consistency and per-
sistency in advertising
A resolution was adopted recon-
mending that the local advertising club
affiliate with the national organiza-
tion. A committee of three was au-
thorized TO draw up a protest to con-
gress against the proposed postal legis-
latiOn. depriving the magazines of the
country Of the second class mail priv
ilege. Assurances were received OF the
support of the newspapers of the as
ISOLATION and OF its forthcoming ad-
vestising exhibition.
MOST POTENT FORCE
Dobbs spoke forcefully of the per
manent position OF advertising in the
business world. AS recognized ex-
pert, he talked of the profession. its
ethics. its possibilities and achieve
menus. lie SGl0 III part
1T is now being recognized that adj
vertising is the greatest business force
in this country. There is no more
potent agency IN the world Of business
today than advertising. There is no
body Of men Of higher intelligence or
loftier ideals OF manhood than those
representing the advertising profess
sion. II is really so important that
men in all walks of life endowed with
brains and energy are knocking at the
door. This desire TO know more Of the
profession has taught them of its tre-
mendous possibilities.
And right here let me say that there
is no spot in the universe more in need
of just such men and a wide scope of
publicity al this particular time than
san Francisco. Burned to the ground,
devastated, she rose phoeniX-like from
her ashes TO a marvellous height of
prosperity and beauty, and yet in the
face of her urgent need it is remark
able 10 note that no city in America
is producing proportionately less adj
vertising than 'San Francisco. 1t is to
YOU men she must look--to an organi-
zation Of this character, whose single
purpose is development.
THREEFOLD PURPOSE
There are two kinds OF advertising
good and bad In good advertising
there are three essential factors: First,
10 arrest attention; second, to create
desire; third, to inspire confidence.
Advertising that arrests attention but
does not create desire and inspire con-
fidence is not good advertising Ad-
vertising that arrests attention and
creates desire but does not inspire
conhdeIrce is not good advertising.
Only that advertising that does these
three things is good advertising be
cause 1t increases business and makes
money for the advertiser.
Advertising that fails to do any or
al Of these three things is bad ad-
vertising. because il fails TO Increase
business and loses money for the ad-
VIII prove Valueless unless it is per-
sistently followed Up. il is the steady
drop that wears a hole in the rock.
Sensationahsm ia advertising is
dead. Advertising does not do il all,
must be strong selling organization
10 back up the advertising-no some
OF the time but all Of the time. A per
sistent system Of advertising with a
business system working in absolute
harmony are the two modern wonder
workers.
Il PAYING INVESTMENT
Advertising when properly directed
and d good one, more permanent and
enduring than any building or factory
equipment that brings immediate and
ample returns on the outlay and piles
I'D a reserve fund often fabulous in
its proportions.
i am often asked by businessmen
how they can advertise or how can
they improve the advertising that they
are already doing, and usually advise
them 70 employ an ad man or an agent.
no man. after the faTigues OF a hard
day, can prepare proper advertising
copy when he should be IN bed. Every
one can not write copy Of equal merit
but every man can be frank AMI honest
in his advertising announcement And
what splendid asset il is to any bust
ness to be taken a its word. II there
are no other returns from your adver-
Using than the creation Of a feeling in
your community that every statement
YOU make could be depended upon If
would be worth more than it costs.
FUTURE OFFERS OPPORTUNITY
We are just peeping over the hori-
ION OF the greatest era of commercial
prosperity and business activity that
the world has ever seen. and adver-
Using is destined to play its proper anl
important part in the commercial
achievements Of the future. This being
true. and no man can deny il, then the
advertising man assumes a response
bility no less than that OF the archi-
tect, the engineer, the attorney or the
physician.
NO one engaged in this profession.
Tor IL is being rightly recognized as
such, can view the advances made in
the field of advertising during the last
decade or so, without feeling keen
sense Of pride. What has been accom-
plislled is but the promise of even
greater things in the future, and while
those who are giving their best efforts
20 this upbuilJing generally can and
~hould feel a sense of pride in what
aas been accomplished. IT should only