Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-07

nolols tO capacity IN Ln6 cOunCryS 3
7 Every hotel is a headquarters for SONS
/ city or other and in many of them nu-
merOus rival cities are setting up their
/ claims Of being the best on earth
| The hotel lobbies are crowded with
delegates wearing enormous badges and
/ other more or less unusual decorations
From their appearance, the advertising
men from cities seeking the convention
next year certainly have faith in their
/ own business, for they are advertising
[ for all it is worth.
But this is largely the lighter side Of
1 the big meeting.
/ BAND INVADES
( ToMLINSON HALL.
( Headed by A. Moravec, band master,
and G. P. Binckley drum major and
! speaker, the Central Division Recruiting
band of Chicago, the Nilwaukee delega-
/ ton marched TO the convention hall to
( the strains Of stirring music
/ The Milwaukee delegation obtained per-
mission to bring this navy recruiting
+ band to indianapolis during the convens
! tion.
( Binckley said the band is COMPOSED OF
/ veterans Of the world war, Ahalf from the
navy and half from the army, although
/ all the members are now In navy uni-
/ form.
The band is composed Of twenty -foux
/ pieces.
/ The boys received q continuous ova-
/ tion as they marched from the ClaypeoI
hotel and into Tomlinson hall.
A STRICTLY
/ BUSINESS" AFFAIR.
/ The convention was advertised as q
strictly business" affair and the dele
gates were eager to get down TO bust
ness. with the discussion Of Advertising
How and Now" the general subject OF
the convention
Advertising men of national reputs
were on the general session program.
Joseph French Johnson, D. c. S.. dean
Of the New York university school Of
commerce. accounts and finance. ana
president of the Alexander Hamilton in
shtute. opened the session with a strik.
ing address on Advertising as an Eco
nomic Force"
1t is entirely wrong to look upon
the expense OF Advertising as one of
the costs which add to the price. The
truth IS quite the contrary" DR.. John.
son said.
Without advertising. large scale pro-
duction is absolutely impossible. and
large scale production is the sine qua
non Of low prices.
ness men Of the United States in normal
times before the great war were spend
Ing fully one billion dollars a year in
/ advertising" q
Or. johnson said a mushroom econo.
mist would Immediately jump to ths
conclusion that the poor ultimate con-
sumer footed this enormous bill.
IF we could get all the facts he con-
tinued, Il have no doubt we could prova
that this billion dollar expenditure foI
advertising reduced prices TO such an ex.
tent that the American people at the end
OF the year were more than billion
dollars better off than they would have
been had some fake economic car begun
the new year with an edict against ad.
vertising.
ADVERTISING LIFTS
MARKET STANDARD.
Furthermore, advertising sees to "a
that people shall get goods of the best
quality.
1T lifts the market standards.
People want the best and when with
the aid of advertising they have found
out what is best, the man who makes
It has their almost unanimous patronage.
and the man who makes the inferior
articles must either go out of business
or improve the quality of his goods.
Advertising puts no royal crown on
the head of a humbug
NO man succeeds through advertising
who would not succeed without adver.
using. Advertising merely makes his
success swifter, bigger. more certain.
Advertising, is absolutely essential to
the successful distribution OF goods.
without its aid a manufacturer IS az
the mercy Of wholesalers, and retailers.
Tor he has not the ear of the consumer,
hut with advertising as his agent. he
trademarks his goods and makes them
familiar household words in the homes
or all classes of consumers. broadens
his markets and prospers. utterly Indif
ferent TO the frantic and mendacious
tricks and devices of unworthy COM
petitors."
At the opening general session the pro-
gram, besides the talk by Dr. Johnson. IN.
cluded the following papers: "The How
and Why of Buying Motives" by q. @.
Weir, advertising manager, the Beck
with Company. Dowa giac, Mich; This
Economies and Economies Of Product ana
Market Analysis" by L. D. 81. Weld.
manager Of commercial research depart
ment, Swift & Co., formerly president OF
business administration, Sheffield Scien-
tfc school, Yale university: Putting
| Longer Legs on the Advertising Dollar.v
4 by A. H. Deute. advertising manager.
Borden's Condensed Milk Company. New
York; How to Keep Production Tn
With the Advertising by Selling the Ad-
vertising to the Workers" by Tim Thrift.
advertising manager, American Multi
graph Sales Company, Cleveland.
CoLORs DANGLE
THROUGHOUT HALL.
The hall was decorated IN an artistic
pmanner, and there were. on tue sida
walls, a number Of charts and rnspa
OF especial interest 10 the ndvertasana
men.
Everything possible was done for tneiN
comfort, and, to avoid any possibility
of the speakers and audiences being dis :
! turbed by the entrance of visitors from
the corridors during the reading of the
papers, the doors leading from the half
To the corridors were opened only be-
tween the reading of the papers.
Arthur G. Newmyer, associate pub
Usher of the New Orleans Item. who
made a brief statement relative to the
service which William Woodhead, sixth
president Of the organization, who died
in January of 1919, had rendered. pres
sented the following resolution wh3cM
was adopted, under suspension Of thsx
7 rx,IaaS