The Aberdeen weekly. [volume] (Aberdeen, Miss.) 1878-1933, 1918-07-26
BUYER PROTECTED
BY ADVERTISING
Manufacturer Must Maintain
|. Quality Of Goods Bearing
His Name.
Man Who Buys standard erands
From Local Merchants Knows
That He u Getting Full
Value for HE Money.

4
| tCopyriSht. 1917. Western Newspaper Union }
| Time was when advertising did not
occupy the place In the world of trade
that 1t does today. Il has not been
SO very many years ago that the peo-
pie were suspicious Of ADVERTISING.
They were inclined to believe that the
merchant was trying to fool them
with his advertising. that he exag-
gerated the value Of the merchandise
he advertised and took that method
or trying to get them to buy goods
that he could not sell by the old estab-
lished methods of merchandising.
Those days are gone. The public
now realizes that 1t Is the greatest
beneficiary of advertising.
| Advertising has done more In q de-
cade TO establish certain standards in
merchandise than could have been ac-
complished in hundred years by any
other agency. The manufacturer who
a few years ago merely made and sold
clothes now makes and sells the Blank
brand of clothes. The man who for
merly just made hats now makes
thing that one buys today. The manu-
facturer. by his advertising. has built
up his business around q trade name
and ii he Is to continue in business
he must protect that trade name by
maintaining such a high standard OF
quality that people, when they buy his
products will know just what they are
getting. The consumer. when he goes
into store today. does not buy mer-
chandise blindly, with the HOPE that
1t will prove to be worth the money.
He buys standard goods that bear the
trademark Of the manufacturer and
that are backed by the reputation not
only OF the merchant who sells them
but the manufacturer who makes them.
This has been brought about by adj
vertising.
No Reputation to Protect.
All this applies to the retail mer-
chants as a class but 1t does not ap-
ply to the mail order business. The
man or woman who buys goods from
q catalogue house is not protected by
the manufacturer Of the goods for the
reason that most manufacturers who
sell goods to the mail order houses
do not place their names upon the
goods and therefore have no reputa-
ton to protect
The great majority Of articles listed
and illustrated In the mail order cata-
lOgues are included In what is known
among manufacturers as stencil"
stuff. These articles bear the name of
the mail order house which sells them
NJ hot 90 thD
who makes them. 1t can readily be
understood that any manufacturing
concern which turns out goods that
do not bear Its name or trademark is
likely to be q very unreliable institu-
ton. 1t is not building up any repu-
tatiOn on the quality of its goods for
its products have nothing to distin-
guish them from the products of any
other concern. With no reputation to |
sustain and no chance Of creating a |
general demand for its goods the only |
concern Of q manufacturing institu- |
ton Of this kind Is to make stuff as |
cheaply as possible In order to obtain |
the largest possible profit on its prod |
ucts.
Same Price World Over.
for the generally prevailing idea that
the home merchants do not sell goods
as cheaply as the mail order house.
They do sell the same quality of goods
that the mail order house sells as
cheaply as the mail order house sells |
1t but they cannot sell the standard,
guaranteed products Of responsible
manufacturers at the same price at
which the mail order house sells its
nameless, unbranded merchandise.
Standard goods bearing q registered
trademark sell for the same price the
world over and the manufacturers
guarantee stands back Of them when
they are sold In the smallest village
In the country just the same as when
they are sold In the stores Of the larg-
est cities.
This Is what the national advertis-.
for the consumers Of the country. 1t
has enabled them to go into their home
stores and buy merchandise which they
know from past experience or from
the reputation and guarantee Of the
manufacturer will give them satisfac-
tion. They are not buying blindly
and hopefully when they buy from the
In their home towns. They
are buying with the knowledge that
they are getting their moneys worth.
When they buy advertised brands they
are getting double protection. that
which r Afforded By the responsibility
e the retail merchant and that which
y given BY the reputation and gar
antee Of the manufacturer. When the. l.
buy tho unknown brands Of goods
that are offered. By The mall order
houses tAey ars getting nslthse kind
q protection
1heee are aboot 24OQ0 deaf ana
lunnb persons In the United Kingdom.
|etween 1900 and 1000 residing IN
10ndo0, III
0urphy'S Groceries
RE BEST AND HE SELLS
THEM FOR LESS SEEI
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