The Union times. [volume] (Union, S.C.) 1894-1918, 1916-01-21
Large and Enthusiastic
Membership Gathering
Held Wednesday Evening
at the Chambers Rooms.
An Enjoyable Supper and
Many Good Speeches.

Mr.. Eldridge, of Columbia
who holds the position as advertising
manager for the State, was the prin-
cipal speaker. He presented many ex-
cellent ideas upon the subject of "ad-
vertising."
Advertising represents time and
money. More advertising would be
done if the merchants realized the
value of time. Your stock of goods
must be turned over quickly if you
prosper on small profits.
Advertising makes us want things.
You desire a particular car because
some advertisement has struck you.
Time is the chief thing in every bus
mess. A certain grocer in Memphis,
Tenn, turns over his stock So times
every year. Advertising is to bus
mess what fertilizer is to farming.
Advertising, if it produces enough,
costs nothing. If it does not produce
anything, it needs to be revised.
In 1903 you paid twice as much as
today, but you get more automobile
than ever before.
Advertising created the initial de-
mand. Demand produced low cost of
production. AS price goes down, the
demand goes up. Right advertising is
an economical proposition. You must
not make the mistake of buying space
In the wrong newspaper, or wrong
medium. A vacuum cleaner invented
by man in Toledo, Ohio, was good
thing. Sold for $3.50. One adver-
tisement in the Saturday Evening Post
created such a demand that it ruined
the small manufacturer, because he
was not prepared to fill the orders
that came.
Make people want, the thing you
want TO sell aIt must tell of some
thing that is worth while. .AdvertiS~
ing should fe protected. It's 4 NEAR,
fellow who ID hide bsbindk q news
{ Spaper.s a maH should bg held fespo:s-
sibie for what he puts in public print.
Advertising copy must embrace at
tention, interest, desire, confidence and
action. You must, first of all, attract
the attention of the man you want to
reach. 1t must be attention that
makes favorable impression. Then
there must be interest. Make him
read it. This goes into the merchan-
disc. You can't interest women in
mems clothes, except in New England.
Here comes in the question of psy-
chology. There must be something
that will cause the man to read the
body of the advertisement. Then you
must create desire. If | were going
to advertise your street lights I'd go
to a town and create a desire for
lights. I'd show that lights made
better business, added to the general
comfort.
Confidence is the keystone in adver-
tislng. You must stick to the truth.
All wool blankets advertised for S3.75
must be all wool or you lose custom
ers, for they will quit when you fool
them.
Action must be induced. If adver-
tised street lights for sale, I'd say in
an advertisement. "Street lights to
he introduced, will, for the next 80
days, be reduced ten per cent" and
I'd have an arrow pointing right to
this coupon in the advertisement.
A little town was drying up from
the mail order business. The people
were sending the money out of town.
They went to the local paper and bar
gained to take two pages of the pa
per, each one taking a small space.
No conflict was allowed. Each ad-
vertised one thing and something that
nobody else advertised, and this arti-
Gle was marked down. This brought
people, hundreds of them. They
bought other things as well, things
that were not reduced in price, and so
the town is now prosperous.
Advertising is progressing as a
science. advertising as a Business
Force" by Doubleday, Page and Co.,
is the one best book on advertising.
j. Cohen, president of the Chamber
OF Commerce, then made short ad-
dress. He emphasized the need for
fellowship, and urged that number
of the members present express some
idea that would help. He urged that
the county delegation be requested to
get through bill allowing us to vote
on good roads bonds again next sum-
mer.
b. f. Alston, }r., and L. J. Hames
expressed the desire to have the move
ment in the interest of good roads
passed. They. were followed by Rev.
John F. Matheson. He said have the
vote this time in February. 1t would
then carry. Then have the work done
under an expert engineer. Judge w.
w. johnson next spoke. He said ev-
erywhere he went he found desire
to get around Union because the roads
were the worst in the State. You must
get the facts before the people. If
our people realized that they lose
money because of bad roads, they