South Bend news-times. (South Bend, Ind.) 1913-1938, 1915-12-17
PLEADS SANITY
IN ADVERTISING
H. Walton HeegStra in Strong
Appeal to Ad-SeII League
on Service.

Speeches filled with valuable in
formation for advertising men were
given in a most entertaining man
ner Thursday night before the Ad-
Sell league b. H. Walton Heegstra
and III. ]. Kenner The former made
"A plea for sanity In advertising and
for closer cooperation between sell
ing forces and advertising men. The
latter explained the work of the ma
tional vigilance committee showing
how the committee seeks TO secure
accuracy and efficiency in advertis-
ing and 10 secure greater confidence
on the part of the consumer toward
the advertiser
The occasion for the speeches was
the regular monthly banquet Of the
Ad-Sell league held at the oliver
hotel. There was a large attendance
Of members Of the league in addition
TO 35 members of the selling force
OF the Engman- Matthews Range Co,
who were present as guests 10 hear
the speeches. Among the favOrs dis
tributed TO the banquets were hand
sOmely engraved cards containing
the pictures Of the officers Of the
league. the committee chairmen and
the department chairmen. and also
copies of the "Ad-Sell News" a small
sheet filled with items Of interest 10
the organization. The cards were
prepared by the graphic arts depart
ment. the plates being furnished by
j. r. MERRIAM Of the South Bend
Engraving Co, and the printing by
l.. p. Hardy
Sec'y DeHaven announced eight
new mem bers since the last banquet.
The announcement was also made
that on Jan. % the annual Ad-Sell
frolic would he held under the man
agement of w. w. Dunkle and w.
r.. Armstrong The meeting was
presided over by c. r.. Stevenson.
Approves Methods.
Mr. Heegstra spoke on the sub
jet OF The Fundamentals of Sue
cessful Retail Advertising" He took
occasion to speak approvingly OF the
manner In which the Ad-Sell league
had distributed it's membership in
departments for the more efficient
conduct Of it's work. There was
great need. he held. for more eff
cient methods in all lines of bust
ness. especially now that there was
tremendous prosperity in all lines
which would continue to grow stead
ilv 1T least until the close of the
war.
The speaker suggested that Amer
oil
too prosperous and had not found
II necessary 10 scratch for liv-
ing as had European manufacturers.
He pointed out how the former were
lax in the handling OF details. par
ticularly now when they were seek
ing 10 secure the trade of South
America. In reference to that trade.
he showed how the business men of
the United States had sought TO use
their own judgment in making sales
TO South American countries. where
as Germany had always given the
South American consumer just what
ne wanted and in the way that ne
wanted il The American dealer. he
explained. was only now learning to
advertise in a manner intelligent to
the South American customer.
Speaking OF advertising ut home,
Mr.. HeeEstra urged that the adver-
tiser treat his news in the manner
that the newspaper treats the news
OF the day His argument. in sub
stance. was that the time had pass
ed when il would pay an advertiser
TO create conditions for yelling
VIII 20 had nothing TO yell about.
Advertising should be done purely
f-on the standpoint Of service TO
Tire customer Clerks should be
thoroughly conversant with the sell
irg points of an article and should
se able 70 sell through impressing
customers with the service TO be had
FROM any article advertised. Home
concerns could better meet the
competition Of mail order houses if
their clerks would display the same
grade Of salesmanship as displayed
in the mail order catalogues.
Every advertisement should be
specific and should bring 10 the at
tention Of the consumer the points
of quality and service which are now
being demanded in "a greater degree
than ever before. The speaker held
that more care should be exercised
in complaining about so-called UNI
truthful advertising. inasmuCh as il