South Bend news-times. (South Bend, Ind.) 1913-1938, 1917-02-16
AD-SELL LEAGUE
HEARS EXPERTS
Foremost National AdvertiS-
erS Guests of Local Club at
Oliver Banquet.


explained In moving pictures. exem-
plided 10y scores of house organs and
souvenirs. contributed by national
advertisers, occupied the entire at
tention OF the Ad-Sell league OF
northern Indiana and southern
Michigan at one OF lis best attended
and most interesting meetings of
the season at the oliver hotel last
night. Nationally advertised coffee,
grape juice, cigars, cigarettes chew
ing gum and minis presented Tree
los local Representatives of nation
ally known producers, added much
10 the enjoyableness of the evening.
III. o. Eastman OF Cleveland. head
of the National Advertising research,
told of the work that his orsaniza-
ton is doing To promote the eftic-
ienCy Of national advertising. W. NJ.
Kennedy of the advertising depart
ment Of the WHY'S overland Auto
mobile Co. told how national adver-
Using particularly IN the newspa-
pers, has contributed 10 the remark
able success of that company. The
Link" a fOur-reel moving picture,
showed how the Firestone Tire CO.
is expending millions OF dollars an
nually on national advertising and
exemplihed i'm an interesting manner
how the ADVERTISING and sales de-
partmeut of a business may be link
ed TO the advantage of that bust
ness.
Boost Newspaper Advertising.
Newspapers are a medium of ev-
cry increasing importance in adver-
Using" said Mr. Kennedy of the
WHY'S overland Automobile Co. i'm a
talk i'm which he explained how the
success of his company as we'll as
of most of the other automobile
companies had been due in "A large
measure to the right kind of news
paper advertising Mr.. Kennedy en-
phasized the Importance of concen-
trating attention in advertising upon
few mediums and getting the most
possible out of those mediums. He
pointed out the particular import
ance of alertness in the advertisins
business at the present time on ac-
count of the unusual business con-
ditions which the country is now ex-
periencing
The work OF the National AdVer-
Using research, an organization de
voted u gathering statistics on ma
tional advertising mediums and de-
velopins the national advertising
business along scientific lines, was
explained by T.. O. Eastman. Mr..
Eastman. who was former adyer-
Using manager OF the kellogg Cereal
Co, laid particular emphasis on the
Importance of the advertiser know
ing market conditions and the bust
ness of marketing. According to
him national advertising has just
achieved respectfully and advertis-
ere are only beginning TO apply sci
entihc business methods to the work.
lie predicted that through the Ma
tional Advertising research and 9TH
er agencies national advertising
would soon be placed upon as solid
basis as the other ends of a bust
ness and the buyer of space in ma
tional advertising mediums would
be able TO expend his money as care
fully as the head of any other de-
partment Of a business enterprise.
Explains The Link"
+. NJ. Riemiller of the Firestone
Tire co. explained The Link" the
motion picture presented at the
meeting. which is used by the Fire
stone co. to illustrate TO its sales
men the Importance OF advertising
and the connection which exists be-
tween their department and the ad-
vertising department
Perhaps the most unique feature
of the dinner was the great mass of
national advertising souvenirs which
were distributed. on entering the
dining hall the members of the
league found their plates piled high
with more than a score of pamph-
lets. house organs. placards and leaf
let's of national advertisers while be-
fore each plate were souvenir bot
ties of grape juice, cans of baking
powder. coffee, minis and chewing
gum. cigars and cigarettes. and at
tractive ash trays all contributed by
advertisers as specimens of their
work Ten minutes were given for
the inspection of these souvenirs
which were collected by the COM
mittee headed by J. \. Anderson.
Report on Campaign.
F. +. Herring presided at the din
ner as POSTMASTER. Scott and
O'Keefe of Notre Dame entertained
with song and musical numbers. Re
ports received on the membership
campaign now on TO increase the size
of the Ad-Sell league showed that
the Blues. under Albert Mcdonald.
are leading the Reds. under John
DeHaven The campaign will close
with the March meeting OF the
league: by that time it is hoped that
so new members may be added 10
the league. bringing the total mem
bership up 10 zoo. The next meet
ing of the league Will be known as
Culver night" Col. Gignilliat Of
Culver will explain the fine system
OF action picture advertising used in
his school The topic for discussion
at the next round table meeting Of