Arizona republican., 1915-11-24
AD CLUB HEARS
 MR. STOCKDALE.
Value to Merchants of Such "Dealer Helps" as News paper Ads and Cuts Ex- plained by Associated Ad- vertising Clubs Man

Investigation shows that newspaper ads and cuts are considered by the. dealers themselves, as the most ef- fective dealer helps,'' said Frank Stockdale, in his address on Dealer Help as it Looks to the Dealer" be- fore the members and friends of the Phoenix Ad Club last night. This was the third address to be delivered be- fore the local advertising club by MT Stockdale, who lectures under the aus pices of the Educational Committee of the Associated Advertising Clubs of the World.
 Facts and figures predomin2ted in the arguments put forth by the ;peek- CT, to prove that most merchants are enable accuracy. Special emphasis deciding factor in all questions of dealer cooperation. That the discuss sion was intensely practical. is clearly shown in one illustration, used by the speaker Using a chair, as an illus tration, he told what it cost, what it sold for and the average expense of doing business in the store that sold it, and with these facts in plain fig uIeS OIl ltl0 DldChDOdTu, He dSheu IiS very pertinent question, how much profit does the merchant make on this article?"
 The discussion that followed and the interest shown by the audience was sufficient proof that some of the Fundamental principles of merchandise ing were involved in the answer.
 This series of lectures is helping to bring home to our merchants the big, vital fact that real advertising is based on real merchandising. and cannot be separated from it. For this reason, the lectures are appreciated by every business man, regardless of his inter- est in the specific subject of advertis- ing.
 Not the least interesting of the facts brought out in the investigation, preparatory for this lecture is the pro- portion of dealers who prefer to han dle and push advertised goods. Of seventy-two representative stores in- cluded in the investigation-these from all sections of the country forty-six prefer advertised goods, six teen do not and ten express no pref erence.
 The investigation also shows, con- cluSlVely, that the merchants who push advertised goods, place more em- phasis on turnover than those who dc not.
 One merchant of Elizabeth, New Jersey, sums up the situation by say ing. it is necessary for us to sell three 'step-savers" of a certain well known brand, to two other similar ar ticles. but by cooperation with nation al advertising, We do even better than that
 Mir. Stoclldale then gave other re- suits of his investigation, showing that of a total of 26O reports on specific dealer helps, 21S had proved efficient. as against 42 that had proved waste ful. Window displays, store displays, newspa per ads and cuts. booklets letters and circulars, solicitors, and demonstrators, and national magazine advertising, each came in for separate analysis and discussion. The best proof of the value of the discussion was the numerous questions asked by the members of the audience, both during and after the lecture
 The subject of the fourth and next lecture of the series is Mediums and How to Select Them The local Ad Club will tender MT. Stockdale a luncheon at the Hotel Adams today.