The farmer and mechanic., 1915-04-27

every reader OF newspaper. Today |
nearly every man is a possible buyer.
This is feature that is overlooked |
by the producer who does not adver-
tise
The big sales of automobiles today |
are not due solely to the advertising |
that was done yesterday or last week |
In large measure they may be at |
tributed to the advertising of last year
and the year before last The adver-
tlsement which is published today is
doing something in addition to adding
TO the volume Of todays sales. 1t
is helping to make the sales of next
year and the year after. 1t is build
ing prestige, establishing confidence
and gathering momentum for the fu-
| ture. 1t is a good thing that this lead
ershlp cannot be secured by simply
advertising for year or so-because
1t would not be worth while. Your
competitors could then do the same
thing and take away your busi-
ness
| Many of the people who are buy
| ing automobiles now are merely full
| filling desires that were created by
| the advertisements and newspaper
| stories they read two, three or five
years ago, Likewise the boys and girls
of Is and 20 will be automobile buy
ers and 10 years hence. Advertising
is universally successful if entered
| ed into on a to year plan.
John Wanamaker has aptly said:
"To make a success Of advertising
one must be prepared to stick like
Ia barnacle on boats bottom. He
should know before he begins it that
he must spend mOney-lOts Of it.
Somebody must tell him also that he
cannot hope to reap results commen-
surate with his expenditures early in
~ Il
it pulls. 1t begins gently at first, but
!. the pull is steady. It increases day
, by day and year by year until it
exerts an irresistible power"
Right Advertising Means Indepen-
dence.
Men who are broad enough to rec
: ognize this cumulative effect of per-
! sistent, intelligent advertising do not
2 become panicky whenever there hap
f pens to be a slump in the stock mar.
4 ket or a new revolution in Mexico
Instead Of Fastening to reduce then
: advertising every time there is {
v furry Of any kind, they go righ
: ahead, knowing that the advertising
f they do is their best guarantee agains
depression in their own lines. Thos'
: who are most successful support thu
t market by increasing their advertis
IS ing, instead Of cutting it down, whe1
!
II The advertising of automobiles ant
e automobile accessories during tn
}, past two or three years has in a yer.
[. large degree been the cause Of tn
IL big sales that have continued in thos
: lines through the recent months
iwhen the sales of other luxury prod
ucts fell Off.
n, The big advertising of the eladin
)" ten automobile advertisers has help
y ed the entire industry-even thos
q that did not advertise. CompetitiO
20 i in advertising is a good thing. YO
re will find trade and sales condition j
is those particular industries whic
10 have half dozen big advertiser
Id such as in Automobiles, Tires, Cloth
lg ing, Smoking Tobacco, Cigarette
now in a far more healthy conditio
re than other lines that do not advertls
lr. consistently Or which have only on
pc or two good advertisers.
en- The very fact that the Wonderf,
us Automobile Shows of New York an
of Chicago have increased steadily yea
a by wear until in 1913 the attendant
was thousands greater than ever b.
fOre-the fact that the sales at tt
yn two Automobile Shows of 1915, a yes
IT. when many manufacturers were IL
,r- clined to be pessimistic, were SO tr
en- mendously greater than ever befOr
we only demonstrates better than al
words of mine the power Of persiste
M advertising.
ice Suppose for example, automobi
manufacturers and dealers had stO
en ped advertising Immediately after Il
out 1913 Show, saying TO themseive
ch "Well, we have spent a lot of mon
this year and we won't advertise a.
put more.
,od Why, the ma, who in 1918 had
the most made up his mind to buy { c
uct and who actually did buy one II
ing year, would have forgotten that the
the ever was SUCH a thing.
ven Your Best insurance.
at Nineteen fifteen will be a bann
lad year for those manufacturers VINO q