Pine Bluff daily graphic., 1915-04-22
WE ARE PREPARED TO MAKE FARM LOANS.
 Phone Us, No. 29. R. H. M. MILLS & SONS, Sd Floor, Citizens Blk. Bldg.

or hat; sse appear to you as stanc ards.
 Have you ever considered why certain brands or trademarks o1 makes should occupy so prominent a place in your mind?
 Have you stopped to figure out why the Hoosicr or the Ford or the stetson or the Nettleton push them selves to the fore, when you gex talk ing or thinking about kitchen cabi- nets or automobiles or hats or shoes?
 Few people stop to think of these things. Yet not much thinking is necessary to bring an answer to the question.
 Advertising did it.
 There are lots of factories putting up pickles and condiments, yet Heinze's "57 varieties are world famous, because of widespread publicity. Perhaps a score or more factories make kitchen cabinets, but the Hoosier towers\ above them all in fame, because of liberal advertis- ing. Hundreds of pharmacal supply houses are manufacturing pills, but MT. Carter has not yet been disloug- ed from the high pedestal he oc- cIpies in that business. And if there is any difference in the world be- tween Pears or Fairy soap and any one of score or more other brands, that difference is only the amount ot advertising done in behalf of the lot.
 All of which leads to the natural conclusion that the people will buy a staple article which is advertised and which is sold at reasonable price. Fortunes have been made by manufacturers, not necessarily be- cause their product is superior to that of other factories, but because they have placed their product before the people, and kept it there.
 If manufacturers of national and international importance find such courses profitable, does it not seem that the little fellow just starting Out might adopt the same plan, although of course on a smaller scale, scale befitting his financial strength?
 In Pine Bluff, we are told there is a cigar factory; broom factory; and other small enterprises. In a general way, some of the people know such factories are here. But stop and think for a minute, you men: i Suppose you wanted to help that cigar factory, suppose you wanted tc smoke Pine Bluff cigar: right quick now, what brand would you ask for? It may be safe to assume that not one man in each hundred knows the name of the brands of cigars made 1n the Pine Bluff factory, simply be- cause that cigar factory does not ad- vertise it's product. Let the women think, now: it is common knowledge that women want to help Pine Bluff and it's institutions, and it is admit ted they will buy Pine Bluff brooms quality and price being equal. Die the women know until Tuesday when Secretary Bloom of the cham Der of commerce told them, that there is broom factory here? They did not know. Not knowing, how could they ask for a Pine Bluff broom? 1 Nothing is more conducive to good feeling, successful cooperation and achievement of beneficial results than general Buy at Home"y cam 1 paign. But the local factories must let the people know what they make; the local stores must let the people know what they sell; before the peo- pie will be in 3, position to demand home made or home grown articles There's nothing mysterious about that. Maybe advertising don't pay as some benighted individuals de- clare. Some advertising don't, be- cause the advertisement is careless ly or ignorantly prepared. The right advertising does pay-else there would not be so much of it used.
 Don't think for minute that the Proctor & Gamble people, the big Cincinnati soap folks, spend million dollars year for advertising, jus' fer luck, Or to help the newspapers and magazines. They do it because is pays, and pays we'll. And what pays for the Proctor & Gamble peo- pie can be made to pay in equa 4 propol tion for any other factory oi : mill or store.
 That's a fact acknowledged by tht braniest business mon in tht on