The Delta independent., 1919-10-31
Buyer Protected By Advertising
Manufacturer Must Maintain Quality Goods Bearing His Name.
Thus Protecting Those Who Advertise Them.
us REPUTATION At STAKE
Man Who Buys staAdard srands
From Local Merchants knows
That He 10 Getting Full
Value for His Money.

occupy the place In the world of trade
that 1t does today. It has not been
% very many years ago that the peo-
PIE were Suspicious Of advertising.
They wese inclined to believe that the
merchant Was trying to fool" them
with his advertising, that he exas-
esrated the value Of the merchandise
hs advertised and took that method
Of tytng 70 get them to buy goods
that he could not sell BY the old estab-
hshsd methods Of merchandising.
Those days are gone. The public
now realizes that It 10 the greatest
bsneacary Of advertising.
Advertising has done more in q de-
cade 70 estsbhsh certain standards In
merchandise than could have been &C
complished In . hundred years by any
other agency. The manufacturer who
Q few years ago merely made and sold
clothes uow makes and sells the Blank
brppd Of clothes. The man who for
msriy just made hats now makes
BLANKS hata And % 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 II he is to continue In business
he must protect that trade name by
maintaining such a high standard of
quality that people, when they buy his
products will know just what they are
getting. The consumer. when he goes
into store today. does not buy mer-
chandise blindly, with the HOPE that
a, ,,.{I ~. 81.
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 a class but II does not ap-
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"
stun. These articles bear the name Of
the mail order house which sells them
instead OF that Of the manufactures
who makes them. 1t can readily be
understood that any manufacturing
concern which turns out goods that
do not bear its name or trademark 10
likely TO be q very unreliable institu-
tion. II 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-
tion of this kind is to make stun 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 a.
cheaply as the mail order house sells
II but they cannot sell the standard,
guaranteed products Of responsible
at the same price at
which the mail order house sells Its
unbranded merchandise.
Standard goods bearing a registered
sell for the same price the
world over and the manufacturer's
guarantee stands hack OF them when
they are sold In the smallest village
In the country just the same az 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. It
has enabled them to go into their home
stores and buy merchandise which they
know from past experience or from
the reputation and guarantee Of the
will give them satisfac-
ton. They are not buying bllndly
and hopefully when they buy from the
in their home towns. They
nre buying with the knowledge that
they are getting their moneys worth.
When they buy advertised brands they
arc getting double protection, that
which Is afforded by the responsibility
Of the retail merchant and that which
Is given by the reputation and guar
antce of the manufacturer When they
buy the unknown brands Of goods
that are offered by the mail order
houses they are getting neither kind
of protection.