Forest City press. (Forest City, Potter County, D.T. [S.D.]) 1883-19??, 1911-06-22
GIVES
CONSUMER POSITIVE
GUARANTEE OF VALUE

Weekly, Lord e. Thomas, the great
advertising institution, aptly describes
how the maker of any product auto
natlcally guarantees 1t the he
trademark 1t and sells 1t under his
w name. In that ann he is held
dlrectly responsible to the consumer,
while II the makers name does not APP
pear upon a product. it's namelessness
very naturally makes its worth un-
known. The article follows:
so this. then Is to consumers!
NOT to sell neutrality-suspicious. that
is frankly our business.
But. we want to perform q larger
duty today
We are just big enough now. we
thlnK. 10 DO something altruistic-for
h general benefit Of a cause we heart
lily believe In.
we want to show people why 1t is
wiser n safer to. buy Advertised
"trade-marked" products than the I'M
advertised kind.
Not because the p%opularizing OF
products, through advertising, makes
them any more desirable, in them
selves. to consumers.
Not that their greater prestige,
through advertising. makes them taste
better. wear better or look better than
unadVertised products of similar sort
= But because the manufacturer who
trade-marks and extensively advertises
an article thereby proves his own faith
IN The merit OF that article, and prac-
tlcally puts up a bond to Vouch for it.
Nov you. good people-who consume
merchandise, advertised and unadver-
ttsed. should know this
Manufactured products vary with
different seasons. as they come from
n cannery. mill or factory-in the
nature of things.
(SpOpc !, - pl-lA -
anotlher--with price of raw material in
ratio.
Labor strikes may affect output of
mills one season. create n scarcity of
the goods, and SO raise the price.
Mines may close down or run out.
and so AFFECT the value of metals used
In certain articles.
All this means that a manufacturer
VINO sells unadvertised and unbranded
goods can quietly take out Of quality
or quantity enough to compensate him
for advance In his costs, to maintain a
liberal profit.
He can AFFORD to do this because his
goods are unrecognizable, and so he
cannot be held directly responsible to
consumers for occasional, or constant.
deficiencies In the product.
Signing tho Bond.
But, when he trademarks his prod
uct he practically signs his name to 1t.
by which act the consumer can punish
him II he does not play fair. When he
ndvertises his trademark product he
goes further and "Gives Hostages to
Caesar"-puts up at forfeit q large sum
Of money.
Because, advertisers know that the
first sale Of a trade-marked article to
any through advertising,
costs practically all the profit there Is
II 1t. for ntrO6Ucti0n a1Ono
He therefore knows that his ultimate
profits depends entirely upon the article
being sound enough satisfactory
enough, and good value enough, to
repeat purchase from the
same person who bought it first
through his advertising.
In no other way can he get hts adj
vertising money back except through
these repeat purchases that result from
tn merit OF the goods themselves-after
advertising has once introduced them.
Moreover, he knows that to lower the
quality Of his advertised trade
marked product, even when his costs
are higher, will be to lose a large part
OF the patronage he has built up Cat
heavy expense. probably through years
of advertising.
Because he knows that consumers
are quick to detect deterioration IN a
product they continuously buy, and
having once lost confidence in 1t they
are harder and more expensive to re-
vain, through advertising, than to hold
through consistently good quality.
So you see here's why the SUFFICIENT
ly advertised trade-marked products
are at all times. q sure thing for both
consumer and retail merchant to buy
never q lottery as to quality, quantity
or demand.
The manufacturer has staked his
entire 0dVAPffQfn0 nnNnrW3otfn~ ~
years (maybe $4,000 to $1,000. 0O0)
upon the judgment and approval OF
consumers. whom he has led to expect
certain qualities in his product, which
qualities he has clearly DENIED in cold
type.
He dare not tanper with that judg-
ment and approval: having once estab-
do so.
He has put himself on record in such
q way that 1t would be ruin for him
TO hedge from the stipulated quality,
In delivery.
So he must. and in practically all
cases he does. live up to the specifica-
lions. to the very letter.
The Reason Why.
That 10 why his advertising appro-
priatton IL the best possible guarantee
Of his product-a veritable hostage to
that modern Caesar" who Is the con-
sumtng public.
The larger his appropriation, the
more extensively advertised his brand
the more he has at stake on quality,
square deal. and full satisfaction to
consumers.
Every advertising manufacturer
knows this-we believe. Every manu-
Sacturer to whom we are advertising
counsel and agency assuredly knows it.
Few. n any. advertised articles Of
general consumption sold through re-
tail stores ever make q satisfactory net
proht from frjt sale alone to each rom
sumner.