Catoctin clarion. [volume] (Mechanicstown, Md.) 1871-1940, 1913-07-10
Advertising
Talks
ADVERTISING MAKES
DEMAND FOR GOODS
Articles That Have Been Given
Wide Publicity Outse'l
Others.
By O. M. BONEBRAkE.

VINO gives the people Wua' Ih'' ""
and when they want it" When you
refuse to give people what they
want, regardless of whether the de-
sire was created by a manufacturer,
competitor or peculiar local cond''
ton, you are violating the first law
OF advertising.
IL the goods are not reliable, the adj
vertising soon ceases, for the very
simple reason that no manufactures
can afford to put thousands OF dol
lars worth of Publicity behind worth
les goods The moment he com
mences to advertise. that moment he
must decide to give the customer
everything he has in the way OF quail
ity. II he Is going to make good
h., must make good on the goods he
ADVERTISER
Trade Marked Goods.
No advertiser is SO slrort-sighted as
to advertise anything but trade mark
ed goods. Ii the goods are not trade
marked II Is probable that the com
pany putting them ON the market has
abundant reason for wishing to dodge
the responsibility for their quality.
The right kind OF goods depends only
upon Identification for their contin.
ued success. They can be asker for
by name. recognized. recommended
and reordercd The one chance that
Just as good stuff has is to remain
unidentified, depends upon the lure or
price" special sales, substitu;ions,
and easy customers.
Advertised and trade marked goods
have a steady sale at fixed rate
Of profit and they make permanent
and satisfied customers. When the
goods are little high In price, my
customers are willing to pay the diff
ference for the sake OF being certain
that they are getting what they want.
and what they are. paying for.
The manufacturers put their goods
up in such neat and attractive man
ner that customer, entering the
store and seeing the advertised aru-
Gle displayed. says. That's what
want and makes the purchase.
The manufacturer. by his national
advertising, educates the people 10
high standard of living in the be-
lief that the people will pay to get
guaranteed. goods and better service
II they but know of the merits Of the
goods advertised
Add to Reputation.
by stocking with articles which are
nationally advertised by the manu-
facturer Of these articles, ! give my
store an added reputation.
Theoretically the profits In adver-
ised goods seem to be smaller than
In the other lines, but in the way 1t
works out they are not. 1t looks like
cnch to buy goods for G2i2 cents.
and sell them for dollar. But when
the unadvertised goods cling to the
shelves until ! have to clean them
out for 65 cents. my notion OF clnch
naturally undergoes a change And
when the people who bought the goods
at G5 cents go around and tell the
neighbors how they got "stung" In
my store-well, you know, 1t sort of
puts crimp In fellows business
| can sell from five to ten adver-
tsed articles trade marked articles,
each carrying 80 to 40 per cent. profit,
in the same time that ii will take
to talk one customer to the point
where he will buy Just as good" arti.
cles at 100 per cent profit.
There is steady demand for these
advertised goods, and il do not
have them my customers will 20 else
where for them.
Advertising makes goods known.
Goods must be widely known. This
causes only increased cost, but 1t turns
my stock easier than 1t would be 9TH
erwise. The volume Of business as a
result of this advertising also elm.
mates Il cost of advertising alto
gether while the customer pays no
more for his purchase and the dealer
makes more money.
BY carrying advertised goods !
strengthen my own position in the
community, and In the majority Of In.
stances add considerably to my repu-
tation by reason of the unquestioned
honor and reliability OF the advertis-
Ing manufacturers. Advertised goods
are high class, they cannot but at
tract high class trade,
When selling my customers an ad-
vertised article, ! know that we are
both guaranteed to the extent that In
case the article by any chance proves
to be Z effective or unsatisfactory, the
manufacturer always stands ready to
make good on 1t.