The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1919-05-19
FORWARD -AMERICAN BUSINESS!
Message from the American Association of Advertising
Agencies Published Simultaneously Throughout the Country

clients was able to render service at a
traction OF the cost that would be re-
Quired to maintain an organization
working on single problem.
The first agents were, in general,
broad minded, practical business men.
But their success was largely a matter
OF individual ability. Organized meth
Cd was needed. It became necessary to
base operations upon definite knowl-
edge. So the number of agencies grew
rapidly.
The American Association of Advertis-
Ing Agencies is composed Of III agen-
cies. The purpose of the Association
is to establish higher and higher stan
dards of training and organization: to
make it easier for those who have the
inherent qualifications to secure the
necessary training. and to make 1t in
creasingiy difficult for those who lack
these qualifications to masquerade I'M
der the name OF advertising agents
The purpose of the following definition
is to afford the advertiser. both pres
ent and prospective, clearer picture
OF the breadth Of service which is avail
able. and the qualifications necessary
for carrying on such service.
With this clear conception. the adver-
tiser will be in position to secure that
service which Is best qualified to meet
his needs. He will have standard by
which to Judge the qualifications Of an
organization to do any particular kind
OF work. and by using discrimination
he will help eliminate the waste in ad-
vertising. and thus reduce costs.
A DVERTISING AGENCY SERVICE
"A consists of interpreting to fh~
public. or to that part of It which
1t Ii desired to reach, the advantage of
Interpreting to the public the adyan-
tages OF a product or service IL based
upont
/. A study of the product or serv-
Ice in order to determine the ad-
vantages and disadvantages in
herent in the product itself and
IN its relation to competition.
2. An analysis of the present and
potential market for which the
product or service Is adapted:
As to location
AS to the extent Of possible sale
As to season
As to trade and economic con-
ditions
As to nature and amount of
3. A knowledge of the factors of
distribution sales and their
methods of operation.
f. A knowledge of all the avail
able media and means which can
profftably be used to carry the
Interpretation OF the product or
service to consumer. Wholesaler
dealer contractor. or other fac
! tor. This knowledge covers:
Character
influence
Circulation .......,,,.,
Physical Require
ments
Costs
Quantity
Quality
Location
Acting on the study analysis ana
knowledge as explained in the proceed
| ing paragraphs. recommendations are
made and the following procedure en-
sues:
5. Formation of definite plan.
6. Execution of this plan:
(a) Writing. designing. illus
trating of Advertisements
.z--.. or other appropriate forms
| of the message.
OBJ Contracting for the space
| or other means Of adver-
Using.
(c) The proper incorporation
of the message in mechan-
! ical form and forwarding
| : it with proner Instructions
for the fulfillment Of the
contract
Ca Checking and verifying Of
insertions. display or other
means used
te) The auditing. billing and
space and preparations.
| Z. Cooperation with the sales
work. to insure the greatest ef-
feet from advertising.
The more clearly the nature OF the
work is defined. and the more Eener-
| ally II is understood, the more quick
" will those who are not disposed to
live up to their obligations be forced
out of business: the more. also. will
we support, encourage and develop
those who are disposed to live up to
their obligations. and the more we can
help them to do so.
This newspaper will be glad to talk
i with any advertiser who is interested
In securing service as outlined in this
page and to supply q list Of al Adver-
Using Agencies who are members of
tho American Association Of Advertis-
ling Agencies-represeutfn this news
i naner In every city of fnnnorfafcA from,