The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1914-08-12

to be made part Of the sales PLAN"
said Mr.. Weller cit is just as neces-
sary to advertise as 1t is to hire a
clerk. Whether the advertising has
been done we'll or i'll may be better
determined than the value of the
clerk"
The mail order catalogue was taken
up by the speaker. The mail order
house, especially among the retail
dealers of Iowa, needs study, Mr..
Weller said. The dealer should be
studious Of this competitor. There
are two methods which are commonly
used to attempt to combat the mall
order house. One Of these Is to at
tempt to browbeat the customer into
buying goods at home. This is not
safe way, Mr.. Weller said. He held
that you couldn't browbeat the con-
sumer into buying.
The method of decrying the cata"
logue houses goods is done some
times with honesty he declared. But
the retail dealer need not fear the
dishonest mail order house. The hon
est one is to be watched, however.
To improve sales he suggested more
advertising to meet the other strong
competition.
Mr.. Weller paid his respects to the
fake advertising, especially Of the So
called medicinal and healing devices
which have appeared in periodicals
and which have been found by Dr.
Wiley to be made of plaster Of Paris
painted green.
False Ad Must Go.
"The fake ads must CO., SAID MT.
Weller. 1.-THE associated ADVERTISING
c,ubs of America are especially vigil
liant in this and have special vigil
lance committee. The passing OF laws
making it punishable to use fake aus
such as the Iowa Ad club got through
at the last general assembly is one
instance
The change in styles of ads. ana
the matter Of illustration were TAKEN
up. briefly and illustrated.
Too much newspaper advertising IS
carelessIy gotten UP, Mr.. Weller sa-a.
To nrove this he showed ads from
two ,aundries appearing in neWspa-
ners He then explained how these
shou1d, be changed to actually tell
something and to back up the claims
instead of Just giving glittering gener-
alities
The circular letter IS good means
&c dvertising, Mr.. Weller holds. WIN
dow cards and novelty ads are sood'
but mist be carefully handled.
Show Windows Good.
Don't overlook the show WINDOWS
Mr. Weller said. They are one u
the most attractive and cheapes'
,eans of advertising. The WINDOWS
n,ust he we'll lighted, however, anu
the display of goods made win care
In out door advertising Mr.. "eher
said Europe had America distanceo.
The unique advertising done by the
noeter service people at Christmas
time proved the value of careful color
work.
Mr. Weller ClOSeu with ~
for truth in advertising, and suggest
ed that Keokuk join the Iowa AU
Mons clubs. He spoke of the earnest
.1o,,n of the Iowa clubs for the ad-
vertisement of the state, and wanted
Keokuk to join in this.
y
For Club Here.
At the conclusion of Mr.. Weler
t.n p. Well said he for one Wouio
Ito tn see a club of advertisers IN
xeokuk. and that if one were star'eo
he would join. ~ Gov
An opportunity being gwen rof
questions, o. B. Towne Of the lnous.
tria, association asked Mr.. WeleI
advise on a series of competitons III
Zyindow displays. Mr.. Weller salo tnes
wee the cheapest and most effectlve
-, o+bods of advertising anG that SUCH
con,nstition tended to bring mer-
chants together as friends. The q"es'
t.on of city advertisement must de-
,o,d on the city and the class to De
.o.c,ed for it's answer, Mr.. Weller /