Charlevoix county herald. (East Jordan, Mich.) 189?-1953, 1916-07-28
ADVERTISED GOODS MUST 81
Gnnn

The advertiser does not succeed be-
cause he advertises, but because his
goods are worthy to be advertised,
and fulfill the claims and promises
which the advertising makes for them.
Advertising connot add anything to
commodity, nor take anything away
from it, 1t cannot make people be-
lieve that an article Is what II Is not,
nor permanently and profitably sell
Ii II 1t Is undesirable and unworthy.
Advertising does not so much Gre
ate market for goods as take ad-
vantage of "a market which already
exists. Advertising enormously In
creases the volume of demand for the
goods. simply by enormously increas-
ing the number of people who know
about them.
Advertising performs no miracles.
Trade follows law which Is as i'm.
mutable as any law of nature. Just
as water will not flow up hill, trade
refuses to flow to those who do not de-
serve 1t. The most desirable goods at
the most reasonable prices win the
final and permanent patronage of the
public, provided there is a sufficient
opportunity to learn about them and
to buy them.
The manufacturer advertises his
goods because he believes they will
meet his test; because he believes
that, of their kind and grade and at
their price, they are more desirabls
and satisfactory than competing goods.
If he does not believe this, or If he
Is honestly mistaken in his estimate
Of his product, the buying public will
soon place him precisely where he be-
longs.
A common public impression seems
to be that advertised goods are uni
fornly higher In price than equally
desirable goods which are not adver-
tised. This belief has been fostered
by the publication of the reports of
investigating legislators and others
purporting to prove that advertising
incresses the cost of living.
Why, for example, does the discrim-
mating housewife prefer to buy GER
tain brands of advertised food pro-
ducts rather than to buy unadvertis-
ed goods at lower price?
These are the reasons:
Because she knows that the factory
II which they are made Is clean and
SANITARY; that the materials of which
they are made are pure, wholesome
and carefully selected; tina. they are
made by careful, clearly, contented,
intelligent workers. She Knows this
is true because the facto-y Is at all
times open to the public, and Is all
nualiy visited by thousands Of people
Because The goods, on trial in her
own hole have proved the truth Of
the claims made for them.
Because they are always reliable,
always uniform in quality.
Because they are advertised in pub
LEGATIONS winch have thoroughly in
vistigated them, and world refuse
them space if they were not absolute |
ly dependable.
Because they are packed in a man
ner which insures their freshness, full |
strength and flavor, and freedom from |
contamination.
Because they are more attractive |
in appearance, and therefore more |
tempting and appetizing.
Because the few additional pennies |
they may cost is a small price to pay |
for this insurance of quality, purity, |
cleanliness and uniformity.
Now, take careful note of this point
for it is of vital Importance: Super |
ior materials, model factories, high |
grade workmanship, mechanical de
vices which obviate the necessity of |
touching the product with the human
hand, air and moisture proof pack
ages and tasteful and artistic labels |
cost money. Who pays for it? The |
consumer? If SO she would have to
pay higher price for such goods, ev
en- If they were not advertised.-Les-
lies