Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1916-05-21
RICHMOND M sDTsPATCH: SUNDAY MAY 21. 1916.

Maxwell Motor Company. Just issucI
To the c~ompany's dealers and repre-
S"h'*tiNcs. In" statement is a con-
crete explanation of the aims behind
the c~o'npany's advcrtislug policy.
In view OF the national movement,
III the direction OF sincerity and truth
ia advertising. Mr.. Flanders remarks
nave - profound and timely interest.
While his views necessarily relate IL
the Maxwell Motor Company. thc may
easily he taken to apply generally to
national advertising Of amy character.
No strain on the imagination is re-
puirci to give his remarks "a broad
application, 50 that, literally con-
siruci they strike At the very roots of
what those who have tie best in
lercSts Of advertising ut hcart> have
been agitatinG for a long time.
Among other things. he saws:
ihc public has it's in;roductio to
a business house largely through the
medium of advertising. In this. as in
other instances. the first impressions
exert great intiunnc" and the line OF
lease resistance is to have those first
Impressions favorable. If our adycr-
Using contains Exaggerated. senSa-
tional or untrue statements. tho public
VIII inevitably conceive a c~orrespond-
ing Impression OF the company behind
that ADVERTISING. And We cam, afford
TO put any such obstacles In our own
path. even though they do deceive a
lev" ulSIS D'tliiE DepDlp ana mOfnen-
tariiN stimulate our sales. W" are go
ing to hn in business {, long while. and
4 lasting foundation cannot be built
on merit StrataGcmS.
Maxwell must mean something. 1t
must make known that behind the car
there is AN institution not Il dealer or
4 salesman or any other representative
but an institution a big, healthy.
permanent institution possessing aims
md ideals. whose produc, naturally
will refcc; It's good name"
Institutional Merchandising.
Speaking Of the institutional idea
behind the Maxwell advertising policy.
Mr.. Flanders SAYS:
institutional merchandising which
Includes advertising and selling. is not
III idle theofy. II is not vague scphis-
Try. II is a real ana urgent necessity.
The biggest and best known industries
II tho world are founded on il. and
nave their whole being in il. They are
Tot mere businesses. They are insti-
.~utions-natiomal or International in
heir scope and their present cmiuencc
Mas attained through the character
and ideals they possessed and that
hey made known 70 the public.
Maxwell has started to institutions
ilize. Maxwell advertising VIII create
and indelib!y impress on the popular
mind a definite and distinctive idea
"a recognized standard Of value.
JNiIiNN III 'N'tI!''lt' ~ VIII SU.E'S
tsclf with the word Maxwrell-an UNI
conscious appreciation OF tho ideals.
tho methods. the sincerity. the vast
~fcsourccs. the intecrity-the very spirit
II the Newell Motor Company"
or the subject Of truth in advertis-
ing, III" statement reads
An essential element OF insttu-
;ioual advertising j. truth. Unless YOU
can accept as literally ana wholly
true tho statements made in MeNwc11
advertising. YOU cannot do justice 70
tn" Maxwell car ana the Maxwell Mo-
tor CoinpanN-you annot truly reflect
the Maxwell organization and YOU can
not have the necessary confidence in
tho ideals and honesty of the Maxwell
Motor Company. Let US have this
clearly and definitely understood by
every man now and for all time.
wherever YOU see a Maxwell advcr-
,is.lucnt--no matter whether il is in a
national weekly, standard magazine,
trade publication or local nc~wspapcr--
YOU Know or should know that YOU
can pin InUr faith 10 It and assure
your prospects. YOUR ~neirhbors and your
fricnds that every word of that text
IS fact.
W. make An honest product and VIC
insist that honest methods he en-
ploycd hr MS and all of our men in
selling IL. This. then. will he the ex-
preston cf truth in Maxwell institute
,ionnl Advertising"