Imperial Valley press., 1917-03-22
A MODERN GIANT-SALARY
S1,0C0,OOO.O00 PER YEAR

S1,UcU,UUO.OUO fER EAh
That's not a dream-there's an an.
swer. Hundreds of stories are tolt
of successful-and unsuccessful-cam.
paigns, how fortunes have been made
and lost.
One cited as an illustration: Son.e
fifteen years ago Chicago people be
came mildly curious regarding the pic
lures of the "back of a mans head,
with just below the inspection, "Meei
ne face to face" The pictures first
appeared in the newspapers, then in
street cars, on billboards and other
places.
A great many people who lived Or
visited in Chicago will recall how trat
mild curiosity was intensified ao the
weeks and months passed. The cards
and signs were renewed, but nc ex-
planation concerning the identity OF
the gentleman who requested that you
meet him face to face" was given.
They say a detective discovered the
secret.
In short while people were telling
each other. The expression, 'mee5 me
f;ce to face" became a street slo-
gan.
Do you know that answer? Perhaps
ycu do. Tom Murray was the man
At that time he managed 'fhaber-
dasher shop" on Clark street.
Hundreds of men made their first
purchase in his store out of mare Gu
riosity, but here's the point-tney
found what they asked for, the treas-
rlen they received was pleasant sur
prise by way of courteous treatment
and intelligent attention. An enor-
mously successful business was es.aE-
lished.
Although that plan was successful,
let us bear in mind "that all painlmg
isn't art; neither is all publicity good
advertising.
More people read advertising now
adays with real interest than ever in
the history of the world-in newspa-
rers, in magazines and national week
lies. Even the casual reader can cas-
lily recall trite, concise expressions
that actually compelled attention
Eventually, why not now?" "Have
you little Fairy in your me?" "His
masters voice." There's reason"-
and hundreds Of others that have I'M
hidden remained in mind.
When the need Of the article OF
goods presents itself our first thought
lis of the brand or make we know best
where quality is assured.
But why-why is quality assured
Let US go further into this important
feature. A manufacturer Of article
or goods spends hundreds of thousands
Of dollars merely to introduce his
product to the buying public. Gen
orally the first sale of the product
is made at net loss or without profit
To gain a profit there must be repeat
Purchases. Remember that vital point
Tne manufacturer, however, has care
fully studied his product; he has con-
fidence that the same quality cannot
be marketed at a less price. The pro-
duct is stamped with his "trade mark
or brand" which is identified with his
name. This trade mark, once estab-
lished, is valuable, for it is his bond
Or guarantee that the advertised ar
ticle is "righa" for this obvious rea-
sort cost fortune to establish the
recognized quality and any deteriora-
len from established quality would be
quickly noticed by the best of world
judges-the buying public. Confidence
once mistreated is not only hard tt
regain, but expensive. The manufac'
turer recognizes this fact, as it is i'm
pressed upon him by the agency, il
reliable, handling his campaign, con
sequently to assure "repeat purchases
quality must be maintained.
Millions of people understand the5'
facts, and prefer to buy guaranteed
,r advertised" goods, yet frcquentl!
accept something "just as good
here's fact to remember-had thu
store been know that handled the ar
tcle wanted, the purchasers footssep
would have been directed there. Thes
facts apply not only to nationally ad
vertised goods, but to characteristic
features" of any business or institu
ton where the name Of the merchan
or that of the institution guarantee