The sun., 1919-08-06
GROUP ADVERTISING
NEEDN THE ORIENT
Overseas Field Presents Spe-
ciaI Advantages for Up to
Date Publicity. ~
NOT AN EXPERIMENT
Scheme Has Been Tried Sue
cessfully by Other
Countries.
NOT AN EXPERIMENT
nr p. 9. srnrNsTRuP,

NJ p. Q. sTEENsTRUPs
GsneroI Manooer General Motors Es-
port Company.
The passing Of the Creel Bureau on
July first marked the end Of the ON
city activities Of our Government In pro-
noting American publicity in foreign
neids Shall private enterprise continue
the work which our Government found
desirable and effective In giving our
overseas friends better conception Of
our ideals, purposes ana activities dur
ing the war period. or shall we grant
foreign competitors the exclusive use
Of the power of group or 'poor ad-
vertising In foreign fieidsi
The value of this and other forms Of
publicity in the United States is gener-
ally recognised. The growth OF adver-
Using Of all kinds since the ArInistice
has been remarkable. One prominent
American publisher IL reported as ,hav-
ing rejected millions OF dollars worth
Of advertising because his printing
equipment was inadequate to handle
the large volume of business offered.
Never before In the history Of Amer
lean business has tho power Of pub
licity been no generally acknowledged
or 90 literally employed in the United
States. Even the Government has
shown its acknowledgment and sppre-
citation OF the excellent results accom-
plished by advertising during the war
~ recently expanding with Satisfactory
results s1St.9 b2 In a campaign for re-
cruits for our new army
ITuf0rfuNa the vary RaUeral raoon.
milton by American business men of the
power and effectiveness Of advertising
in this country has not brought a cor
respondingly greater appreciation OF the
possibilities Of dvertising In the over
seas field. True, O few. Of our larger
manufacturers are conducting rather ex-
tensive overseas campaigns. and the
American export publications have re-
ceLtly enjoyed considerable increase In
their advertising patronage, but few
concerted efforts have been made by
large advertisers or groups Of adver-
tisers to systematically and intensively
develop the foreign field.
Use of "PooI" Advertfsins.
The possibilities Of group" advertise
ing. sometimes called pool" advertising.
a plan offering great possibilities for
promoting the sale of ana building good
will for American products abroad,
seem to have been entirely overlooked
by American manufacturers. although
this method Of building good will and
| developing business for certain indus
| tries 10 already extensively and effec-
lively employed by British advertisers
That other countries are awakening to
/ tho appreciation of me possibilities Of
this form of advertising is proved by
the fact that Brazilian coffee growers
| recently started an advertising cam
paign In this country. backed by an APP
preparation of one million dollars, to
| increase the demand for and consump-
ton OF their product.
| The value and effectiveness of "Eroup''
advertising In this country have been
! amply demonstrated. The Hawaiian
pineapple Sunkist and Skookum cam
paigns are outstanding examples In the
food product line cypress and Southern
pine campaigns have done much to in
crease the sale Of these two kinds OF
lumber, while magnetos, ball bearings
and wood wheels are a few OF the lines
| connected with tho automotive industry
which have recently been the subject OF
group" advertising campaignR
II group" advertising can DO efreo-
lively and probably employed to in
crease the demand for and the use OF
certain products In this country. why
should It not be even moro effective In
promoting the sale Of American products
obroad? American products will not only
encounter world competition In the for
| eign markets, but In certain sections OF
| the globe moro or less well defined pref
udices exist against American products
and American methods. What more
effective method could be used to over
come these sales impediments than good
group" advertising?
But It is not only In opening new
markets and correcting existing mis-
conceptions regarding American products
and methods that advertising can be
profltably employed. 1t should be equally
effective in increasing the demand for
and sale OF established lines To get q
better conception of the possibilities OF
| this form of advertising In the oversea s
field, let us examine the ways in which
1t could be prontabfy employed to po-
mote the use of and demand for prod
uots of a certain specific industry-the
automobile industry. for example.
! Applied to Automobiles.
American motor cars are to-day sold
throughout the civilized world. and mar
| ketlng methods both In this country
and abroad are probably as aggressive
and modern as those employed In any
other industry, but does any one imagine
; that with more than 100000 cars In
use In the United States and consid-
erably less than 100000 in the rest
| OF the world the sales possibilities for
American cars abroad have been ex-
hausted or that the 100000 or more
cars which will be exported this year
! will fully satisfy the potential overseas
| demand7
The motor car business overseas is in
it's infancy. and the rapidity and ex.
tent of It's development will depend
largely on the employment abroad OF
those aggressive publicity and sales
methods which have been SO successful
in building up the business in the United
States to its present huge proportions
The possibilities OF a pool" advertising
campaign abroad to increase the use OF
American motor, cars are alluring. The
| field IL the largest ever presented to an
Advertising man, and the purpose IL to
| increase the usefulness. the wealth and
the happiness Of the people of the entire
world through rapid, economical trans
portation. It will require man Of large
vision. wide experience and of great abil-
ity TO direct such campaign In a way
to obtain maximum results, but the
scope OF the campaign should be ample
and the reward sufficiently great to sat.
isfy the ambition OF any man.
The campaign should be conceived and
planned along the broadcast possible lines
I -. L..