South Bend news-times. (South Bend, Ind.) 1913-1938, 1920-09-18

CLUB HOLDS
FIRST MEETING
Speakers of National Reputa-
ton Attend Opening Pro-
gram of the Year.
BY w. w. DUNKLE

The first Of the SEASONS meetings
Of the Advertising club was held in
the Rotary room OF the Oliver hote.
Friday evening. About 90 guests
were present and enjoyed the splen-
did talks and an entertaining pro-
gram OF music and songs provided
by Davis Jazz orchestra, four selec-
uOns by the South Bend vocalist,
Elton Creapcau and two lively num-
bers by the Swift military band OF
Chicago.
The principal speaker of the even
ing was l.. G- Weir, advertising di-
rector Of the Round Oak CO., Do
wagiac. Mich. who has won nation
al fame 10y his brilliant addresses
before the Associated Advertising
clubs of America. AIr. Weir has a
pleasing personality and immediate
Iy won ms audience 10y taking them
into his confluence and making his
talk an informal round table discus
sion, rather than \ set speech.
Principals of Appeal.
Mr.. Weir took for his subject
The Primary Principles OF merch-
andising and Advertising" He en-
pFasized the simple fundamental
principals al appeal and decried the
yntagonistic methods frequently en-
ployed with the resulting loss OF
sales. lie brought out the merits
OF direct suggestion including win
uoW displays, demonstration End
the salesman's spoken argument.
Then ne illustrated the force OF in
direct suggestion, which he termed
the most powerful IN the world.
AS a kindly teacner, directing a
class. Mr.. Weir illustrated the me
thods OF talking 10 the other fell
lows will, of appealing TO the pros
pecive purchaser through the tive
senses, but principally sight, hear
ing and touch. IKE first me al man
employs with the printed page, the
second the salesman can use tact
fully and effectively and by letting
The customer feel and handle the
merchandise create a desire ior pos
session.
Effectiveness of Approval.
He then brought out the effective
ness OF approaching the Will through
the heart. the love of home ana
family, pride, comfort and conven-
fence, rather through reasoning. lie
advocated leaving the question OF
price untouched until desire 10
possess had been created. BY many
numerous, place and per
sonal examples he drove home his
points and held his audience intense
~ interested.
". q. Crabill acted as toastmas-
ter of the evening and tactfully III
led the position with credit. lie i'm
trOduced Charles Il. MOrath, OF Kal-
amazoo. Mich. d field secretary fOr
the Associated Advertising clubs of
the world. who has been in the city
this week Mr.. MOrath spoke brief
t., recommending the establish
.nent of q better business bureau and
urging the elimirGtion of compare
tive prices in advertising, inimatinS
that they were an evidence of laZi-
ness on the part OF the merchant, or
advertising man, and frequently un-
true. or at least misleading.
Out ines Plans.
G. a. Mcdonald. president of the
Advertising club. outlined the plans
of the organization for the coming
year. Fred w Reed. manager OF
the Peerless Press Publishing en-
pl1y, was elected vice president for
the con ipE year. one OF the fsa-
tUres of the meeting was the distri-
button Of the initial number OF the
ad club Spot Light, an attra ctively
arranged four-page paper. edited
10y Mr. Reed. Contributions were
mace 10y various members of the
club and tiny half-tones OF a unm-
hcr C.. the writer's wc-e liberd!y
sprinkled over the pages.
The applications of two nev mem
bers were received. Fred Collier,
OF the Tuttic corporation was award
ed a handsome leather document
ease. These drawings are 10 he a
feature OF each meeting during the
season. Several suggestions were
made for the bctterment uf the club
ana these viii he adopted ~ the
forthcoming meetings.