The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1917-04-12
BROCkBANk ON ADVERTISING
Milwaukee Expert Gives ForcefuI Talk
Before Big Crowd Growth of
Club Makes Necessary Use of
the Hotels Biggest Room.

BY unanimous vote, the Kenosha
Kiwanis Club, at yesterdays pow-wow
in the Hotel Kenosha, pledged itself as
an organization to stand squarely behind
President Wilson and the government in
the defense of the nation s honor. The
Kiwanis Club also adopted motion, in
troduced by Otis l.. Trenary and sec
onded by J. Sullivan, congratulating
Secretary Kaiser of the Chamber of
Commerce on the successful prosecution
of his preliminary work here and assur-
ing both Mr.. Kaiser and other Officers
of the Chamber that the Kiwanis Club
| is at all times back of them in their
undertakings. The continuous and
healthful growth of the Kiwanis spirit
in Kenosha made it necessary yesterday
to hold the regular meeting Of the Club
in the main dining room of the hotel
Every seat at the table was occupied,
and the motions were adopted with loud
acclaim. The principal speaker was
Henry Brockbank, Of Milwaukee, sales
and advertising counsellor, who gave
forceful talk on "The Science of Ad-
vertising.'
Advertising, said Mr.. Brockbank
ffis the third largest industry in this
country. It is estimated that last year
more than $6so,ooo,oOo was spent for
advertising; spent to INSPIRE. IN the
minis and lives of men faith, conf
dence, belief; and yet less than SO years
ago advertising wore the painted face
of clown and made palatable the nos
trum of the~quack and the fakir. Every
second letter dropped into your letter
box is an advertising message letter
sent out to inspire fai4h, confidence,
belief in the product thus advertised.
The newspapers and magazines are pie
thoric with advertising, and for every
magazine sent through the mails there
is catalogue or booklet, the ambassador
of some advertising man s fertile brain,
sent out to win its magic way and
touch the slumbering faith of some one
into the fire of desire.
advertising has brought the market
place into your home, increased the eff
| ficiency of the housewife and made
pleasant the erstwhile drudgery of
Homework by the introduction of the
vacuum cleaner, the refrigerator, the
washing machine. It has enabled the
salesman and the manufacturer to in
troduce and market new goods to new
| clienteles in less time than it took to
make the round trip from Baltimore to
| New,York century ago. 1t has speeded
| up up every line of endeavor, raised
our standards of business ethics, simpli-
| fled our lives and made sweet our hui
man fellowship with the spice of mutual
understanding. Advertising has said
to art: No longer shall your work be
hung in the sacred precincts of church
or cloister I will make the universe
your house and national gallery, and
your story and charm and inspiration
shall touch the lives of countless men
| through the publicity of modern adj
vertising media And so, advertising
has given US our newspapers at a negli-
gible cost, it has made the newspapers
world power, and has lifted the jour
nalist and writer to an altitude where
the pulpit of the press can reach millions
of readers over night.
"The world has no exact science other
than mathematics, and mathematics is
exact because the symbols which repre-
sent numbers have definite values. Other
lines of science are not exact because
variable factors are being discovered
from time to time. Five years ago, in
the mail order business, the cost of in
quiries jumped from 25 cents to $1.00.
This produced a revolution and some
mail order concerns were forced out of
business. Tho advertising man and mer-
chandising man must reason from known
facts. Thus, while advertising is not
an exact science, still it is wonderful to
know what it has really accomplished.
1T asked an insurance man the other
day how many persons die from acct
dents in the United States. Eight per
cent, was his 71y. He even went far
ther, and told me how many persons
would die from tuberculosis this year,
how many from heart failure, how
many suicides and how many murders.
He surprised me by assuring me that he
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