Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1917-03-15
AID CLUB HAS GOOD MEETING.
Interesting Talk on Vigilance Work by
Frank Armstrong;, Des Moines.

Forty men present at the regular
meeting OF the Marshalltown Ad Cluo
Wednesday evening heard an interest
ing and instructive talk by Frank
Armstrong. of Des Moines. secretary
Of the state vigilance committee Of the
Associated Advertising Clubs Of the
World Two other talks were also Civ
en- by local men. A committee was
named to endeavor TO get local busl-
ness firms to subscribe TO the vigilance
work in Iowa and thus be entitled to
the vigilance service If needed.
In accordance with the custom OF the
club the talks began as soon as the
men sat down TO dinner at the Mar
shalltown Club. George Coburn spoke
briefly on Novelty and Specially Ad-
vertising," stating from his own expert
ences that novelty advertising de-
pended entirely upon the kind OF bust
ness one was in. He said that in some
lines novelties hurt rather than helped
business. Discussion followed this talk,
after which President Sidney Johnson
OF the ad club, took up the five tests
of an advertisement, as explained by
W. II. Gilbert at the last meeting.
VI r.
board examples OF local advertising
taken from the Times Republican. and
asked the members to test them FOR
the five tests of an ad according to the
Mahin test. Several ads We're analysed
in this way. and on a vote the ad OF
tho Strickler Clothing Company was
voted the best one for fulfilling all five
tests
In beginning his talk on vigilance
work Mr.. Armstrong impressed upon
his hearers that the vigilance COM
Ynittee does not work entirely thru the
newspa pers. In fact, he stated,
hardly any vigilance work at all was
necessary with the Iowa press, as most
Of the publishers were only too glad
TO get rid of Objectionable advertising
and had refused it for sc!He time II
is rather a constructive work that the
vigilance committee does, said MI.
Armstrong, correcting the merchant
who slips up Internationally, making
statements which are exaggerated, but
which ne really believed necessary 10
attract trade. The speaker told OF one
merchant who believed that the reading
public discounted all advertising 1t read
about % per cent to begin with, there
fore he aimed TO make his ad just that
much over the limit, thinking that the
public would strike the true balance.
1t is with this type that the vigilance
committee works. Mr.. Armstrong told
how the committee is able to work all
over the country by its various
branches, and also gave several SPECIFIC
examples of the work the vigilance SER
vice has accomplished recently, notably
among fake" piano advertising, and
fly by-nis mt merchants.
At the close of the talk the clup
passed a resolution favoring the model
Printers Ink statute" which covers
fraudulent and deceptive advertising
and which Is now in the Iowa legisla-
ture. President johnson appointed
committee, consisting of George Mar
tin, Justus Schmidt, D. r. S. Hynds
W. B. Hull George l.. Rowe, and e. A.
FranGuemont to explain to local mer-
chants the advantages Of the vigilance
service. These men. together with MT
Armstrong, visited several business
houses today. A committee consisting
OF George Olson, Leon Brintnall. and
f. P. Miller, was appointed to ar
range a program for the next meeting.