Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-07
lDVERTISING MEN
IN CONVENTION
tcentsnued Prom Page one.l

vaxt5sinE Clubs Of the werld register its
deep sense Of loss in his passing.
BE it further resolved that to evi-
aSseuce the fullness of its regard for his
me6ory these resolutions be spread upon
che minutes and that an engrossed copy
be transmitted to his family
The following committee on resolutions
were announced and it was stated that
no resolutions should be discussed from
the floor until acted upon by the COM
mtttee: George B. Sharpe, chairman;
Frank A. Black, Boston; Warren II.
Plat, Cleveland; I. Il. Yun, London,
Ontario; John E. Raine Baltimore; ].
Howard Payne, Dallas; T. W. LeQuatte,
Des Moineg; E. Allen Frost. Chicago;
Miss Mary Crowley, Chicago; x L.
HANNAH Oakland. and W. s. Crawford,
London, England.
The following credentials committee
has been appointed: Gratz True, New
orleansi Arthur G. Ross, San Francisco,
and Charles Green, New York.
A cablegram was received from Herbert
Houston. from London, England. a for
mer president of the organization. who
has missed attending since the one held
IN Louisville and concluded by saying:
"Let truth go marching on
EE2R DISCUSSES
I'll AND SELLING.
In his talk, Z. G. Weir said that $50
far as the art of selling is concerned,
you will agree that the viii is that hui
man factor that gives or withholds IA
vorable dedision on demand.
This decision may be mentally or
orally expressed as the case demands.
Therefore, so far as advertising or
selling is concerned. the will sits su-
preme In the intelligence Of your au-
dfence whether it be one or ten mil
Iion.'
Remember, it is TO this supreme factor
that you make advertising and sales ap
peal Visualize will as the king sitting
supreme in the intelligence"
Mr.. Weir declared that there are but
I've ways to receive an impression; there
fore but five ways to convey it, and that
is through the i've senses.
Digest this: In merchandising any
proposition. any idea or course Of &C
ten anaIyze Just how many of the senses
may be utilized; and you have the Work
intelliRently visualized, ready for your
advertising and sales appeal"
Tim Thrift, in his address, touched
mon the matter Of advertising men VINO
have been overlooking a big bet IN not
selling their advertising more thorough
II to the workers" in their plant, mot
only for productions sake, but for the
sake Of the business as whole; and
he described how this had been done in
the plant with which he is connected
In his talk on how TO give the adver-
Using dollar longer legs" Mr.. Deute
said: I'VE are apt to feel that the ap,
neal Of our advertising is only toward
the consumer ami indirectly toward the
dealer and iobber.
cor maybe we feel that its main job
Is TO whip the dealer into line
"And II the latter is our objective, then
we are not advertising at all; we are
fooling the trade and ourselves.
But besides those two legs on She i'd
xertising dollar-the consumer leg and
the dealer leg, We can put on another
Ieg-the influence upon our own 'eople
in the manufacturing department.
ONE WAY TO MAKE
GO FARTHER.
T~~can probably best illustrate this by
ing the example OF a medium sized
srtory where the advertising manager
Fad q frst-elass chance to exercise econ
osv and thus was Obliged to resort TO
methods for making the dollar 20 far
Their.
"He felt that unless production was
properly connected with the advertising
the chances for making the advertising
pay were slim indeed
HE felt, too, that If the merchandise
were right and uniform and always good
sooner OF later the sheer merit Of the
goods would act as its own best adyer-
Using, so that all that money put into
advertising space could do would be to
hasten that day when demand would
comeaIong at a more lively rate"
Mr.. Deute explained how the man
worked out among the trade, and found
here and there signs Of dissatisfaction
over a lack OF uniformity in the prod
uet-nothing serious, nothing more than
in the case Of Just about every other
line, but still something about which
dealer would complain.
It was a production weakness and the
job was how to overcome 1t.