The Aberdeen weekly. [volume] (Aberdeen, Miss.) 1878-1933, 1918-07-19
Buyer PROTECTED
BY ADVERTISING
Manufacturer Must Maintain
Quality Of Goods Bearing
His Name.
HIS REPUTATION At STAKE
Man Who Buys Standard Brands
From Local Merchants known
That He 10 Getting Full
Value for His Money.

1
Value for His Money.
Copyright 1917. Western Newspaper Union.
/ Time was when advertising did no,
occupy the place In the world of trade
that II does today. 1t has not been
SO very many years ago that the PEG
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
| of 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 it Is the greatest
beneficiary Of advertising.
Advertising has done more In a de.
cade to establish certain standards In
merchandise than could have been ac-
complished in a hundred years by any
other agency. The manufacturer who
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
Blanks hats. And SO ii is~With every
thing that one buys today. The manu-
facturer, by his advertising, has built
up his business around q trade name
and If he is to continue in business
he must protect that trade name by
maintaining such high standard vi
quality that people, when they buy his
products will know just what they are
getting. The consumer. when he goes
into a 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 ad-
vertiSing.
No Reputation to Protect.
All this applies to the retail mer
chants as class but it does not APP
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
instead of that Of the manufacturer
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 a 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 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.
These facts are chiefly responsible
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 |
hyYt fhn n a
guaranteed products of responsible |
manufacturers at the same price at
which the mail order house sells its |
nameless, unbranded merchandise |
Standard goods bearing a 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-
ing Of the manufacturers has done |
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
will give them satisfac
ton. 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 Is afforded by the responsibility
81 the retail merchant and that whicf I
ID given by the reputation and gusT
antee of the manufacturer. When tlles
buy the unknown brands of goods
that are offered by the mail order
houses they are getting neither kinF
u protection.
There are about $1,000 deaf and
|umb persons In the United Kingdom
,etween 5000 and 1000 residing In
london.
-~~e.~se~~~~.e-~~~@~-~.