The Washington times., 1919-04-08


ably be used to carry the interpre-
tation of the product or service TO
consumer, wholesaler, dealer, con-
tractor, or other factor. This knowl-
edge covers: Character, influence, cir
culation, physical requirements, costs,
quantity, quality and location. Act
ing on the study, analysis and knoWl-
edge as explained in the preceding
paragraphs, recommendations are
made and the followings procedure
ensues:
Formation OF DeAnite Plan.
5. Formation of a definite plan.
G. Execution of this plan; la
Writing, designing. illustrating of
Advertisements or other appropriate
forms of the message. (b) Contract
ing for the space or other means OF
advertising. (c) The proper incor-
poration of the message in mechan-
ical form and forwarding il with
proper instructions for the fulfill
mont of the contract. (d) Checking
and verifying Of insertion. display or
other means used. (e) The auditing,
billing and paying for the service,
space and preparations.
Z. Cooperation with the sales
work, to insure the greatest effect
from advertising. The more clearly
the nature OF the work Is defined. and
the more generally It IL understood.
the more quickly will those who are
not disposed to live up to their obli-
cations be forced out Of business; the
more, also, will we support, encour-
age and develop those who are dis
posed to live up to their obligations.
and the more we can help them to do
so.
Personnel Of COmmlttee.
The members OF the executive COM
mittee are as follows: William II.
Johns, president Of the George Batten
Company, president; Paul z. Faust,
Mallory, Mitchell & Faust, vice presi-
dent; ". r. Hine, Frank Seaman, Inc.
treasurer; Harry Dwight Smith, Of
Fuller & Smith, Cleveland, secrstary;
William H. Rankin, William H. Ran
kin Company, chairman of the news
paper division: w. c. Darcy, OF the
darcy Advertising Company, st.
Louis: Jefferson Thomas, OF the
Thomas Advertising Service, Jackson
Vile, Fla; W. r. McLain, OF McLIain-
Hadden-Simpers Company, Philadel-
phia; J. W. Barber, OF the J. w. Bar
Der Advertising Agency, Boston; D.
II. Blackman, of the Blackman-Ro
NCH AOA ~ NAoAASG
of the Charles Advertising Service,
New York; Jesse Matteson, Of the
Gundlach Advertising. Company, Chi.
cago; Stanley Resor, OF the j. Walter
Thompson Company, New York; NJ. p.
Could, OF n. P. Gould Company, New
York; and James O'ShaughnesS. Sec
rotary OF the association, New York.
Subjects Of Discussion.
a. ~.
How can we induce advertisers
from foreign countries to advertise In
newspapers in this country.
The value Of price maintenance in
advertising service and in advertised
commodities. -
. The effect, OF Chairman William B.
Colver's. Of the Federal Trade Com
mission, ruling to the effect that ad-.
vertising agencies should not be al
lowed to sell advertising space at less
rate than newspapers would sell 1t to
advertisers direct
Government advertising OF the fu-,
ture; also how the advertising agen-
cies can help. put over the Victory
Loan.
Dinner at Blackstone.
Tonight the Western council will
give q dinner to the visiting mem
bers OF the executive committee at the
Blackstone Hotel; every member Of
the Chicago advertising agencies has
been invited and the chairman Of the
different divisions of the advertising
groups nzhe association will speak.
Tomorrow noon the Chicago Adver-
tising Association has asked Mr.. VIII
liam H. Johns, Mr.. W. C. DARCY and
Mr.. Paul E. Faust to address its mem
kerc. and it promises to be . record
breaking event.
The amount OF business placed BY
the members of the American Asso-
citation Of Advertising Agencies ag-I
gregates over 500, 900, 900 in advertiS-
ing, and reports from all over the
country show that manufacturers. re-
taiIers and wholesalers appreciate
advertising and. are using IL to bet
ter advantage this year than in any
year during the past ten years. The
fact that the Government itself has
asked that there should be more local
as we'll as national advertising has
given the advertising business an inn
petus which will make 1919 a banner
year for the members of the Amer!-
can Association OF Advertising Agen-
cies