The sun., 1918-12-16
Plan Advertising Campaign to
educate" South Ameri-
can Consumer.
EXPECT BIG EXPANSION
Will Try to Cultivate Neigh
bors' Taste for United
States Products.

states are perIeCtlnB plans u Hldli-
tain this countrys position as the
greatest exporter OF merchandise TO
South and Central America. The plans
include the education of the South
American consumer and the creation
of uv>demand for goods made in the
United States.
The business entente" between the
republics of South America and the
United States which was brought into
being shortly after the start Of the
war has been strengthened since the
cessation Of hostillties. The pro-
gramme laid out by American bust
ross men for the commercial Invasion
| of Central and South America seems
| likely to maintain the lead OF the
! United States as the greatest exporter
! to that part of the world.
Hugo Advertising Drive.
! Elaborate plans are being made. and
have even partly been put into execu-
ton, to supplant the formerly vast
distribution OF German goods with
American merchandise. and as a pre-
liminary step in this direction adver-
Using campaigns, which in some in
stances cover the continent, are being
/ carried out. The object Of this Is
primarily to cultivate the taste OF
I south Americans for American made
goods.
The business entente" between the
two Americas may be said to have had
its beginning through the establish
ment Of an organization OF advertis-
ing agents in the United States and
of newspaper publishers In the various
countries of South America. This
American organization exercises prac-
! tically the same functions that will be
exercised by the proposed American
steel and copper export combines.
II gathers information for the man
ufacturer of goods who is contem-
plating an advertising campaign.
South American city. State or country
/ can be covered. or even the whole con-
tinent. The organization OF advertis-
crs is working In close cooperation
with the South American publishers
!! who are now eager to receive the ad-
yert!sing OF the manufacturers OF the
United States, which was not always
the case.
A great difference is noted in the
Imethod Of Americans doing business in
South America and in the former Ger
Imam procedure. The complaint has
been heard time and again that before
the war German manufacturers re-
ceived a great percentage OF orders
in that territory because they deliv-
cred goods as the South Americans
wanted them.
American business men are Eoinl
about this matter differently. They
cannot always. and in some cases viii
not, alter their methods at home 81
that their products will be turned on
as the South Americans are accus
toned to have them. Instead they have
! decided to educate the consumer, a.
, they have been doing in the United
States. to take what they manufacture
In other words. through ADVERTISING
they are creating demand for Amer
} lean goods.
The case OF an American manufac
turer of glassware will serve as al
instance. This manufacturer. having
5 no agent in South America, calle'
upon the National City Bank OF New
York 10 furnish him n line OF samples
which he intended to copy. Upon thei
5 arrival he inspected them-they wer
5 the cheap product OF another Euro
= pean country--and ne did not hesitat
a moment TO let II become known tina
he would not turn out such stuff"
5 Being eager TO get into the Soutl
lNn
!; his own line OF samples and started a.
S advertising campaign to create de
= mand for his product. The result /
v that to-day his factory will be bus
= for. months to come on orders 10
y South American concerns, who repor
that the demand for the cheap articl
q has ceased entirely.
e Mnny Americans Going south.
There IS, furthermore. a steadily In
: creasing emigration OF high elias
: business men from the United State
to the Spanish-American republic!
:, and with the REIMBURSEMENT of indus
u tries in this country a vast eXpansio
of trade intercourse is expected anon
o bankers and merchants.
= The growth Of American exports
y Latin America since the beginning {
!. the war is due In a great measure I
5 the fact that the merchants of thes
= countries were forced TO look TO othe
d sources than Europe for their good
y From 1915 to the end of the fisca
: year 1918 exports from the Unite
Y States to Latin America increase
;. about 800 per cent. In 1915 our eN
ports amounted TO 1881, 4G9 ,43l; in 1871
m, they were S4l1,lS3,S59; in 1917 the
d jumped to 1851 ,954695, and finally
e the end of June of this year they Ia
i risen to $734.OOO.O 900.
Il BY the term Latin America
" meant all OF Central and South Amer
l. Tea, Mexico and the West India
y Islands, except Porto Rico. the Virgi
= Islands formerly the Danish We:
e Indies) and tho islands under BIRTHS
l. control. II is interesting to note thu
= the exports from the United States
g. the countries OF South and Centr1
re America in 1918 were ten times &
n great as in 1898, and three times &
% great as in 1910.
70 A detailed survey of the expo
~ figures from the United States to II
- dividual South American republic
- shows some remarkable increases.
~ tho case OF Argentina we exported
= 1914 merchandise valued at s45,179
,e 0s9. this year we had sent up 10 Jul
r 80 goods worth slO9.444.t 4. Chile.
Or 1914, bought from this Antry pro-