New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-04-15
ing public only recently that You can

l1andey III compliment w "
Of the Continental motor which car and
tho Rut,nbcr which is in the smaller Marion liandcy Neither
made by Marion andcy but is bought to assemble INTO the
But if YOU cannot better motor you can buy the same
motor # YOU buv an Auburn. Crawford Davis Jordan Moon
o. A,; p;ac Detroit; Oaree) or Vele you will be buying
the Continental engine 80 inches bore by 50 inches stroke such
20 Marion andley supplies you happen to purchase Hde
Madison Paige Detroit (smaD Roamc or Halliday you arc
buvng the same Rutenber the smaller
If the Maion-IIandey people had said, on cannot buy
better motor at price that would have been nearer the TACT
and far better advertising than the they put IT. Inc SAVING
words AT the price make genuine and legitimate advertise
n,ent of what S after all pretty hard thing to prove
The Marion FIandlcy The Six Pre- eminent he Lozer
dscs that its car is mechanically perfect The Haynes Is
Americas Greatest Light SIX. The Ncic the ultimate
achievement The Chandler the best six cylinder motor re-
qardless Of price And the SupcrSx motor means more than
all" Isn't perfectly simple for any intending buyer Oh OH ~
mobile to reconcile all these satcments'
Advertising be effective should be 0enc'"D'e' " oos"
not constitute strain upon rcduy Advertising loses IN efec
tivcncss in proportion as 1t insists uro" INC '"P
advertising manager has put 1t:
'xaggcraion and the OF supcrIahves IN the printed "
the spoken word inevitably react to the dsced't OF INC ONO
Lin; tb Vet some advertisers plunge on blndy oversatns
tho merits Of their product batany claiming all the suPeexce
encc for their and then wonder that their more
competitor outsels them :,
N1odesv and firm respect for the precise truth quail
tics that are certain command respect partly through their IN
bcreD CHI
When you told by the makers OF the Grant SIX that CYL
cncc Of the fact that the the cylinder value
below thousand dollars constantly Pns up you are ueo 10
make comparisons with other order to prove ms ana your
first comparison brings you against question by the oaxon
Motor Car Corporations Can think OF IN any other
~ es whose sperioty as distinct and pronounced as that
of Saxon SIX among costing less than $ZOO2 Aren you
likely to wonder how much good comparison dong you'
Its not alone cynde field that big claims are made
cav ecenv an the Standard eight in which the
any eight now the field This being great many
misguided persons have wasted money on the cadillac reereSs
King and Daniels among other cylinder The Standard
eight sells around 81 The Cadillac Daniels and Peerless all
cost more If the advertising statement of the Standard eight
true it is quite foolish anybody spend this extra
AS a matter of fact the Standard eight good But
advertising this incorporate as to destroy confidence
the automobile rather build don't believe that
any harm that there possibly something else IN the
world better than selling 1t is sometimes the part
wisdom to admit ones automobile be only the second
choice in the field rather than the first.
representative of company which handles eighcyln-
der car rival to Standard speaking Of the claim made by the
Standard eight said 1T isn't true of course but don blame
them for making the wouldn't give cents TOR
man who did believe the he selling the best in the
world and woudnt insist saying So
believe it all right for to think well OF the product
he is selling but it within the OF unfair competition
make an absolutely improbable about Unless
the Standard eight has actually made series OF tests with every
other eight cynd the field and present positive proof
of
car in the field it that should not have been made
would like very much the statistics the statement
and also to find whose jurisdiction the tests made
which provide basis for this claim
1t is possible if goes the right to gather facts
enough about an automobile make these wide claims
Some companies have proved that facts be adduced to
sell goods and that making high sounding claims not the
only way induce the public purchase from them For IN
stance the Sudebaker Corporation last out two
of advertising which the zenith OF why
The first page exhauvey into the subject Of
manufacture and told why manufactured goods represented
value the than assembled The other advertise
ent made comparisons of parts the automobile from
radiator axle and showed how closely Sudebakr
being the standard That good reasoning stuff. got
reading this advertisement than Of almost
other automobile copy ever read
The for ineffective advertising is obvious Cleave to
standards Of truth and fairness Cut the superave and stick
to the facts.
The harder it made for the buyer to make up his mind
about the he buy the for all moordom.
Surely they all various prices and spechca-
tons be the best regardless of conditions Making the
advertising tell the facts glorious way business Theo-