Evening star. [volume] (Washington, D.C.) 1854-1972, 1919-09-07


before the hearth. studying the three
fundamental princi-
The Three Rs pies Of education
''readin' and 'ritin'
and 'rithmatic''-typ-
ifies American development of that
century.
In these days of internationalism
Americans are training themselves
just as intently as did little Abe for
his destiny. The United States, which
he held later intact. is being merged
into a federation. or confraternity, or
league Of nations. with the entire
world already calling upon this coun-
try for practically every commodity
We produce. To do justly by our
selves. as well as by our world GUS
toners. the basic three Rs" have to
be supplemented with more modern
principles.
Advertising, sales agencies and
careful packing are shown to be three
of II , present-day requisites for
trade efficiency. and the young men
of toc.sy are studying Just such mat
ters in order that they may do their
share of the work of the world in
Americas new era of commercial ex-
pansion.
The business men of the United
States have developed careful sys-
TENS with respect to each of these
three as regards domestic trade. and
now welcome the opportunity to re-
adjust their advertising methods. their
no q tnS 1T,
toms to meet the different require
ments of international commerce.
Even as advertising has been one of
the great educative forces in this
country contribut-
Education by ing largely to the
Advertising. comfort con s,e convenience
those who came within it's sweep-so
does it appear to have wide oppor-
tunity for world-embracing benefac-
lions through teaching other peoples
how to do things in a new and better
way. Advertising seeks to entice
trade, of course. but judicious adver-
Using aims to get trade not through
through showing how it is superior
or how it meets a given need or how
1T makes the daily life little more
worth while.
That there is real need in modern
commerce for just such education
through advertising is shown inN re-
port just received by the State and
Commerce departments from Consul
General Marion Letcher, in Chris
tiania. He points out that such COM
mon housekeeping commodity as bak-
extent in Norway. due to the fact
that home baking is not as general as
in the United States. The coal range
with baking oven and the electric and
gas stoves with attached ovens have
way as in this country, with the re-
suit that very little baking is done in
the homes. Comparatively few Nor
way housewives, he says, are able to
bake even the simplest kinds of
public bakeries are not found.
+
This will readily suggest to
tensive market
Baking Materials can be built up
owl po,r.. for ranges and
aking mate
rails Of all kinds through tudicious
advertising. and at the same time be
comforting a public benefaction on the
people Of that country. In the United
States the chief baking powder con-
Germs, as is we'll known. have carried
out advertising campaigns that were
instructive and educational in their
nature, largely for the purpose of ac-
quainting the public with the various
pared simply and inexpensively by
using baking powder as one Of the IN
gradients, thus creating a demand for
their product. Advertising of this sort
has never been undertaken in Nor
way, and baking powder is practical
ly unknown except within the bakery
trade.
The method of distributing Ameri-
can goods in the overseas markets
is so closely interviewer with the
principle of advertising that they
should be exemplified together. There
are in Christiania number Of large
wholesale houses that import groceries
every country in the world. These
firms have been established for many
years and are not unlike similar bust
ness undertakings in the. United
States and England. Travelling sales
men representing these houses cover
the entire country two or three times
year. in much the same manner as
in the United States. Smaller orders
are sent in to the head Office at
where they are filled with
little delay. The larger orders are
forwarded to the producer with in
structions to ship direct to the Arm
giving the order. The retail trade
outside Of Christiania and a few Of
the larger cities is handled through
stores which resemble the country
crossroads stores in the United
States, where a great variety Of ar
ticles are carried.
Heretofore many American products
were distributed through q central
agency in Europe, but
Resident present conditions in
aA Scandinavia seem to war;
06e" rant direct trading with
America. This was especially the case
with products for which a strong de-
mand has developed after years of
publicity campaigns and successful
advertising. 1t seems. however, that
most American manufacturers have
hesitated about exploiting the Euro
pean markets with the same energy
used in the United States and that
they prefer to act through resident
agents, to whom exclusive selling
rights are given. This plan seems to
have worked successfully in most
cases, to the mutual satisfaction of
both parties
Another plan followed by the Amer
lean manufacturer is to transfer