The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1911-02-19
POINTS OUT ESSENTIALS
OF COMMUNITY PROGRESS
Declares Advertising Creative
Force Influence of Which
Cannot Be 0yerestimated.

fellow who needs it and get the two
together, Back up your advertising
with reasons why the other person
should believe it. or come as a result
of the reasons you have. Factories
do not pull out one evening and light
down in some distant community the
next day. 1T takes good, sound reason
ing to convince the factory owner why
il Will he an advantage to move Be
fore trying to convince any one else
OF the resources of your state find out
yourself what you have.
S. G. Dobbs, president OF the Asso-
ciated Advertising Clubs of America,
IN an address before the Salt Lake Ad
club at the Commercial club Saturday
night spoke the foregoing words IN
discussing community advertising,
subject at this time foremost in the
minds of the public men of this city
His advice to the new development
league was along these lines. He used
forgetting what it has at home. SAID
he: g have heard that in Utah there
is marble as fine as the famous Georgia
marble, If that be true, you have ma
terial IN that one item alone TO keep
your publicity bureau going for three
wears. Your manufactures Will never
bc able TO branch out until the peo-
pie of the community know what they
arc and what they make. | do not
know of better advice along the lines
of community advertising than this
find out what you have and keep on
that topic Keep pointing in the same
place. An inquiry that ism t followed
up is not worth much to any com
munty. The foIlow-up system is one
of the most important features Of an
advertising campaign
RI, noLbc o, ,,,o,i.l
briefly OH community advertising fol
lowing an address on The Creative
Force in Advertising. His position
rs president of the organization has
placed him in touch with general adver-
:lsing. He is making tour Of the
United States visiting all the assocI-
ted ad clubs. In his address Saturday
night he said,
Advertising Creative Force.
Il is not new subject that We are To
discuss tonight Advertising is as old as
history Itself The exhumed cities of
prc-historic times give evidence OF this
fact. The aspiring warrior of those an
cient times fain would tell the story of
his triumphs in emblazoned letters on
thc cliy's wall
That WAS primitive outdoor adverts-
ing. The cricr in the streets announc
ing tho valorous deeds Of some mighty
conqucrer was but primeval form of
tho political advertising that is freely
induleed In this modern day by those
who desire office and It's perquisites.
You will readily agree with me, how
ever. that Willie our subject may be of
ancient origin. we are today viewing il
from an altogether new angle,
This marvellous force which we term
publicity. which even today is not COM
ple;ely understood. has practically been
l1ins dormant for many centuries. In
advertising Was looked upon with more
or less distrust and disesteem.
story III point concerns that splendid
gentleman and pioneer in The advertis-
Ing field. ID. NJ. Lord. Ii seems that
some years ago he was travelling from
Chicago To some nearby city TO advise
with a concern regarding an advertising
campaign He struck UP acquaintance
with gentleman on the train whom he
found agreeable and entertaining. Pres
emily both discovered they were going 10
the same city and that they were to cali
on the same concern. In the further
course OF conversation Mr.. Lord was
asked what line Of business he was en-
gagged in. To which he replied. al am an
er gentleman Immediately assumed an air
of superiority and showed disposition to
terminate the conversation. Mr.. Lord
then asked for the others occupation.
which was given in this wise:
II ain in the oil business
With profound politoness but incisive
you will call on the superintendent to
get your order, but 1 have been called
TO advise with the president OF the con-
Germ.
The significance OF this simple sentence
WAS tremendous. Even then advertising
was beginning to be recognized as great
business force. and advertising experts
were meeting the heads Of concerns while
the purveyors of oil and other commodl
lies were dealing with subordinates.
Wonderful Advance.
No department of commercial endeavor
has shown more advancement during the
past ten years than advertising. II has
Joined hands with science as one OF the
benefactors OF the human race and where
science leaves OFF, there publicity takes
up the burden and tells the world what
these cloistered students are accomplish
ing-making tho luXuries and pIaythngs
OF yesterday the economic necessities of
today
The profession OF Advertising sor it has
undoubtedly reached the high plane OF
professionalism. is OF such tremendous i'm
portance that men In all walks of life.
endowed with brains and energy, are
knocking a it's door.
But advertising by itself does not pay,
There must be back Of all advertising
quality OF product and the ability TO ad :
minister 10 a human want A sales or
ganzation and something tangible upon
which 10 build for all the good advcrtfS-
ing In the world Will not be permanently
advantageous unless properly backed up
by efficient service.
Did advertising alone create the great
Marshall Field business in Chicago?
Most assuredly no.
Greatest Economic Force.
n was that Irresistible combination OF
service plus publicity that has created
IN your neighboring city this and other
businesses of worldwide reputation.
Publicity solves the problems OF distri-
hutton. Where the manufacturer a few
years ago depended upon the slow and
expensive process OF acquaintlng the
public with his wares. through the trav-
cling salesman and oft times through the
peddler and his wagon, he today utilizes
the daily press, the weekly periodical. the
monthly magazine, the street car card.
the llthograph poster and painted bulle-
,in.
Advertising Is today the greatest eco
nomic force in the realm of commercial
activity.
Recently In the city Of Washington
some politicians, alias statesmen, In re-
spon5e to an ever increasing demand
from thcir constituents to do something
foresathered TO solve the .never-to- be :
solved problem. the constant increasing
cost Of living. They vexcd their brains
To ind an offending culprit upon whom
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