Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1916-05-19
First Impressions.

First Impressions.
Among other things he says:
"The public has its introduction to
business house largely through the
medium Of advertising. In this as in
other instances, the first impressions
exert great influence and the line of
least resistance is to have those first
impressions favorable. If our ad-
vertising contains exaggerated, sem
sational or untrue statements, the
public will inevitably conceive a cor
responding impression of the COM
pany behind that advertising. And
We can't afford to put any such OBJ
stacles in our own path, even though
they do deceive a few unsuspecting
people and momentarily stimulate
our sales. We are going to be in bus
mess long while and a lasting
foundation cannot be built on mere
strategems.
Maxwell must mean something.
1t must make known that behind the
car there is an institution-not a
dealer or a salesman or any other
representative-but an institution; a
big. healthy, permanent institution
possessing aims and ideals, whose
product naturally will reflect it's good
name"
ys~l-
, Speaking of the INSTITUTIONAL
idea behind the Maxwell advertising
policy, Mr.. Flanders says:
institutional m c handising,
which includes advertising and SELL
ing, is not an idle theory. 1t is not
vague sophistry. 1t is a real and ur-
gent necessity. The biggest and best
known industries in the world are
founded on it and have their whole
being in it, They are not mere bus
inesses. They are institutions-na-
tional or international in their scope
and their present eminence was at
tanned through the character and
ideals they possessed and that they
made known to the public.
Maxwell has started to institu-
tionalize. Maxwell advertising will
create and indelibly impress on the
popular mind a definite and distinc-
tive idea
j "A recognized standard of value,
utility and excellence that will sug-
gest itself with the word Maxwell
an unconscious appreciation Of the.
ideals, the methods, the sincerity. the
vast resources, the integrity-the
very spirit Of the Maxwell Motor COM
pany." ~.s.
Truth In Advertising. "-
! On the subject of truth in adver-
Using, the statement reads:
IAN essential element of institu-
! tional advertising is truth. Unless
you can accept as literally and who'll
ly true the statements made in Max
we'll advertising. you cannot do JUS
tice to the Maxwell car and the Max
well Motor company-you cannot
truly reflect the Maxwell organiza-
ton and you cannot have the neces-
sary confidence in the ideals and hon
esty of the Maxwell Motor company.
Let us have this clearly and definite
ly understood by every man now and
for all time.
Whenever you see a Maxwell ad-
vertisement-no matter whether it Is
in national weekly, standard maya
zine, trade publication or local news
paper-you know or should know
that you can pin your faith to it and
assure your prospects, your neigh
bors and your friends, that every
word Of that text is fact.
| 1--WE make an honest product and
we insist that honest methods be en-
ployed by us and all of our men in
selling it. This, then, will be the ex-
preston Of truth in Maxwell institu-
tional advertising"