Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1915-05-28
SPEAKS ON HOW TRUTH
WINS IN ADVERTISING
Frank Stockdale Addresses Advcr.
tisers' Club and Its
Guests.
HONESTY is BEST POLICY
False and Exaggerated Statements,
Says Lecturer, Only Tend to Dis
credit Merchant Making Them In
Eyes OF Buying Public.

The advertising that inspires conf
dence in the public at large is the adj
vertising that always rebounds to the
PROFIT of the advertiser" said Frank
Stockdale, OF the Associated Advertis-
ing Clubs OF the World in an address
delivered last night before the local
ciub In the auditorium of the Chamber
or Commerce. Objectionable advertis-
ing destroys confidence in all advertis-
ing: therefore. the constant advertiser
| Is not getting the same value for his
! money spent in this manner that he
would get were all advertising depend
aoie' inns night against the bad sort
or advertising. then, is in the interest
Oh all the ultimate buyer as we'll az
the retail merchant. It is, therefore,
chhtied to the active support of every
| man IN any capacity. The government
mas taken the matter up. the publish
cra' associations are fighting ,raudu-
lent advertising, and the Associated
Advertising Clubs are fighting it
through many vigilance committees"
SPEAKS on chow TRUTH
WINS IN ADVERTISING,
Inc subject Of Mr.. Stockdale's lee
ture was How Truth Wins in Adver
Using" and It was the second of y
series Of five lectures that he will de-
liver In Richmond under the auspices
or the Richmond Advertisers Club.
Many business men of the city who are
! not members of the club awaited them
selves of the opportunity Of hearing
the speaker. who has canvassed tho sill,
of
! from Boston TO San Francisco. In all
| that territory. tho speaker said. ne
| FOUND that the most prosperous stores
are those which have come to adopt the
old adagc that honesty is the best
policy" in advertising their wares to
prospective customers
Mr.. Stockdale said that there were
/ four kinds Of Objectionable ADVERTISING:
| pure fakes. falschoods. deccptions.
which he defined as half truths; and
truths that are not plausible.
/ The first two he said needed no ex-
/ PLANTATION. Everybody knows what !s
! meant by fake and the meaning Of
a falschood. Deception he defined az
| the bold statement that goods are be-
Ing sold at much lower price than
| they we're formerly without giving the
| reason or reasons for such a reduction.
! This. he said, is often misleading TO the
| pubic. and shows an unwillinEncss on
the part of the dealer to take the pros
pective customer into his confidence. In
tho long run. MIR Stockdalc said he will
find it a poor-paying proposition.
WOULD STATE PRICES WITHOUT
REFERENCE TO COMPETITORS
Very often the dealer has good rea
sons for materially reducing the price
of his wares, tho speaker said. but to
state them would only invite criticism
| Generally. il is better merely TO state
the price and leave IL to the buyer to
say whether or not il is a bargain.
The lecturer, by means of slides gave
samples OF good and bad advertising. All
these tended 10 prove his assertion tina,
advertisements bearing truthful and
non comparative prices, without refer
ence to competitors. are the kind 10
gain the publ!c's confidence and build a
! great business.
! II was announced at the meeting that
the membership campaign inaugurated
by the club little over a month ago
| had been very successful. ninety-siX
new names having been added TO the
| membership. OF these new members.
Z. l. Layfeld secured thirty-ive. G. L.
Beardsley twenty-siX, and Stacy F.
| Garrett twenty-five.