Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1913-02-15
AUTO PUBLICITY
PROTECTS BUYER
c. C. Winningham Tells of a
New Order of Things
About Publicity.

Whiting On publicity as the best
protection to the buyer. c. e. Win
nlngham, advertising manager Of the
Hudson Motor Car Company, has this
to say IN a communication TO r. D..
Mann, Newark manager for Hudson
cars:
before the esta blishment Of Law,
brute force was the only protection
that man had against the attacks Of
his enemies. This led to the intro
duction of implements Of attack and
defense. From the day OF the bow
gun to the invention of gunpowder
life was a constant strife. Man was
safe only when he was protected from
the attacks of his neighbors by sur
rounding himself With a retinue OF
protectors. The warning let the buyer
beware was recognized IN every
merchandising transaction.
I'VE have came to a new order OF
things. The one-price system was the
beginning OF the standard Of truth in
business. and publicity is the guaran-
tee that truth must obtain. II is no
longer possible to succeed through
Representations IAeAAA -
and dealers today in order TO succeed
must tell about their-wares. They do
this through advertising, and through
this same agency of advertising,
which builds their business, they are
compelled to be truthful in making
their claims.
"A fraud cannot stand the glare of
publicity any more shan crime can be
perpetrated in a bright light. And so
the buyer of any article that IS adver-
tised has a greater protection because
he has chosen the article that is ad-
vertised than is possible through his
own knowledge OF values. Successful
advertising cannot be done unless the
article itself is worthy of the adver
Using claims made for it. Promises
made in advertising must be fulfilled
or the firm making them must fail
in the purchase of a motorcar the
best protection the buyer has is that
the firm making the motorcar is will
ing TO atfix its name and stake its
reputation upon the goods, fulfilling
the claims made in the advertising,
and COMPANIES that do advertise and
sell their cars, even though they are
not of the best quality, are not eX-
actly the company that any buyer
should patroniEe.
Manufacturers who conduct their
business upon this modern manner
of merchandising set aside 4 certain
each year fo- adver-
Using purposes. At first thought it
may seem that this is a tax which
~ ft. 1N41r i've al q
an insurance, just as you pay pre-
MUM 70 protect Your property
against fire.
The very fact that even though
the consumer must pay a certain
amount of the purchase money of his
car toward the publicity that has
been given the car is the protection
the buyer obtains in the guarantee it
thus gives him as TO the strength of
the manufacturers claims and to the
value that is created for the product
through this publicity.
sit is natural to have more conf
dence in persons whom we meet who
have been we'll introduced and whose
record is presented to US by persons
in whom we have confidence than We
have in chance acquaintances, and
merely is the introduction
and the record that are put before
the buyer as to the trustwoIthiness
Of the article mentioned.
Publicity has been the great guar
antee of fair dealing. III the language
Of the trade, 1t is the one thing that
forces all the cards on the table, and
It is as impossible for a firm to sue
coed and be unfair in the quality Of
It's product as it is hazardous for the
buyer to choose any article. whether
it be motor cars, clothing or friends.
that are not properly introduced
through the accommodation either of
acuuaintances in whom we have abso-
Lutte confidence. unless the article ls
advertised in such a manner that the
mere fact of the advertising guar
antees the struthfulness Of the claim.