The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1914-05-14
and Pity It's
There Are No Restrictions
On Advertising Vocabularies

On Advertise
THE DEMAGoGUE may use language as strong a. tina,
at the command Of the statesman
THE STREET HAwKER is limited only by the number
OF .sPe'l.uSes IN the dictionary when he eries his
THERE'S NO LIMIT to Via. the de@.sosus or the
Is no responsibility
THE MAN ON THE SOAP BOX can .oiv. all the prob
the White HoS.e must be as o, on SSo Shs s
would 90 long on Performance
as Lo.ier finds Itself limited in the use Of
words TO adequately set forth its merts-snee use
the more srtrsvagsni phrase. would tend place
in the minds of buyers
SO. WHEN THE PRESIDENT SAYS TO the scribe. Tell
them wherein lies Lorer excellence the despairing
pen Pushe5 wonders how he shall coin words with
been used to describe the limitations "''0' nave
BUT FORTUNATELY THERE is rule by which the
,.9s Of III. dsm.sOsus turn deaf the barking
IS the imitation and which the real
AND THAT GAUGE is reputstion-pas, performance
WHO WERE THE ANTEcEDENTs-or wha, the pas,
you attach Importance o what he says. Listen
TO the statesman for he has a record
AND 1T is sAPE ALWAYS to estimate the future bv
the past-whether OF a or of a product.
ON WHAT CORNER did the stree, hawker stand yes
serday-9s did he jus, drift in for the day with the
Ss HAVING an investment to 6ae. up his promises
tons and more modest claims.
IN THE PURCHASE OF A MOTOR CAR you can
apply the same rule. 1t is almost n.alibe 1t is
IF YOU SEARCH THE PAST of each maker and his
PIodue.;sking especial care to see which have been
wrong as to have necessitated frequent changes OF
and regardless o the GAINS sao Of S. s1,n neGasy
which cars will and which will fulfill the promises
IGNORE THE WILL DO" and look for the ~b,, done"
and lis doing" in the ads and in the records of
IN THIS CnNNECTrON v.. ,.;u .,... -
reesn, COMMUNICATION by an authority whose state
betrsying confidence since the communicated has
mad vide circulation in automobile circles and has
&c n the suojee, OF much comment OF late setting forth
of the industry. VIZ
MR. HENRY B. JOY. President of the Packard Motor
Car Company and maker of a of undoubted, un-
questioned quality.
we must LooL bset Ooer the get picture Of
capacity Of PaefardD @ere injecting into
the market, in a sin gle az a hsfoy
fs215O-silOo fhan the present price Of our S.
They sdoe,t.sd those Nth limit bur the blue
not be made better-that could be at any
price that better.
THE conditions clear not
"Thoss did Tot bring those eheap-eay maker,
repeat orders. ~ '
U'er, Of theo, learned n. nature Of the goods and
me Prise o. those seh-sanrs cars nae reduced
from $3.50 TO s77s in one ease. and IN another
and another novelty taken up"
THAT'S A SEVERE ARRAIGNMENT Of maker, Of
certain class OF automobles-espeealy coming it
this industry.
THE SIGNIFICANT FACT is the statement that such
cars, lauded by extravagant advertising claims
ally did. for time compete with impede the sale
OF, cars OF known and proven quality
BUT 1T is GRATIFYING to know that as Mr. low
states elsewhere in his letter. the public learned
IT'S lesson and that at this moment of proven
quality enjoy demand such as has not been known
for years.
JUST CONSIDER for a moment this fact: Lozier rnak-
ing only cars Of the highest class-the -Four SzIOo
and the Light Six at S32S0-is pushed
to meet the nsistent demand Tor Lozer cars And
that despite the fact that today second to none
in the production of high grade
AND-GET THIS TOO-while. as Mr.. 10y states the
public misled for time, IL a Of money
Doubtless you've noticed the extravasant expenditure
of money as well as Of words TO sell makes of
By CONTRAST consider this: Lozier Advertising e1-
for April less IA per of our turn
over. And April the biggest in Lozer
history.
AND WE DON'T MIND TELLING YOU that the total
administration sales and advertising expense oi the
Lozer company Is less than per cent In fac, we
glad 70 tell you. for yJu hsve any idea Of the
exravagances praeticed by automobile concerns
you will readily see how able give value
a. the price in LoEer ears-Fours and Sizes
BUT WE ARE GETTING AWAY fro,, or ,.xt W.
md, with which 20 describe o nave not
been ~ forebly used exploit less product
Sdil there Is a way.
OUR Statesmen TELL us--snd n writing Iozier ad.
we ind the same Is true-that sfef ore i,as used ur
al the adeetives IN describing the latss. model zone
LOZIER MOTOR
vHu-. =,
c-vyfshs byl
UNION AOT