Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1919-11-14
ADVE RTISINC
EXPERT ADDRESSES
4. BE. STUDENTS
Municipal Advertising Is SUD-
ject Of Lecture Delivered by
W W, Cooley Of Burroughs
Company,

THE only proposition in the city
of Albuquerque which is large enough
to warrant national advertising in the
community itself" This was the as
! sertion made by w. w. Cooley, adver-
tising representative of the Bur
roughs Adding Machine company in
! his address, speeding Up the Worlds
Work." delivered at the Albuquerque
! Business college Wednesday evening.
He also said that in the case of adj
vcrtising the city as well as in general
advertising, The paramount issue is
that OF putting the message across
I by means Of specific, business like
Information which win reveal the ad-
! yantages and superiority of that
which is being advertised. "Remem-
Der that people can't live on hot air
and climate" SET
Efficient advertising is a dynamic
! force while reckless advertising is one
of the roads which lead to bank
ruptcy. Effective advertisements
must contain action, daring, vision
expression, regularity, truth, inspira-
! ton, suggestion, illustration, pungen-
cy ana force. OF course, truth is pre-
eminent. Truth inspires confidence
Confidence begets sales Sales make
success. Success is the ultimate mo-
tive OF advertising
The newspaper is the voice of the
public, hence it is important that the
business concerns eXpend a certain
per cent of their sales profits in adj
vertising In local and district news
papers.
Mr. Cooley also emphasized the ne
cessity of advertising through direct
correspondence, and the tactful utili-
zation of the telephone window dis
plays and delivery outfits. Good
roads also aid local concerns in conf
petlng with eastern Catalog houses.
National advertising is one of the
broadcast fields but cannot be used
unless the firm has the goods and the
forces for distribution
In conclusion he repeated that since
there is nothing new under the sun
the problem confronting the business
world today Is that of utilizing facts
already knewn in cooperation with
modern Inventions which will speed
up the worlds work and which will
aid men to think,
Mr.. Cooley's talk was followed by
moving picture which cteverly
traced the evolution of accounting
systems from the Stone Age when
man made numerical Accommodations
on his ten fingers, thus originating
the decimal system, to the present
time when the Machine That Thinks"
eliminater the human element of fall
bility.
In the afternoon MIR. Cooley spoke
to the students of the college on "Ac-
Present, Future"
He gave evidence of his versatility
by reading an extempofaneous poem
dedicated to the A. &c.
Mr. Cooley's lectures were an in
spiration to the students especially
to those who have enrolled in the
class Of advertising and salesmanship,
conducted by Mfr Kirkland. Mr..
Kirkland is a specialist in advertfs-
ing and craftsmanship and has Had
experience with some of the largest
colleges ard business houses of the
east
Preceding Mr. Cooley's talk We'd !
nesday evening, Mr.. W. V Gano gave
a lecture on Various Forms of |
Vouchers and the Proper Vouching Of |
Cash PAYMENTS This is the sixth Of |
a series OF excellent lectures given by |
Mr.. Gano, which are proving to be |
most instructive, not only to the I
students hut to business people who |
are taking advantage of this oppor-
tunity to learn more of practical |
accounting,