The Birmingham age-herald., 1920-06-26
ELLSSALESMEN
 OF ADVERTISING
 AND ITS VALUES
Former Official of ''Satur- day Evening Post" Ad- dresses Membership of
 MOOre-Handley Go.

Advertising is a magnetic influence that throws strange light and power on business, creates a steady demand for goods of quality and is the cheapest way of selling these goods.
 John J. Barreto of Richmond, Va, ad- dressed the annual convention of the statesmen of the Moore-Handley Hard Ware Company yesterday afternoon. MT. Barretto has been in the advertising field for the past twenty-five years. He for merly held a responsible position in the advertising department of the Curtis Pub fishing Company of Philadelphia. In the opening of his address MT. Bar retto referred to the idea of advertising held by a large number of people He said that they thought of it as the royal purple of business, as a nebulous, vague kind of subject Advertising is consd- cred by a part of the people as a lucky kind of game like poker continued the oICohcis bul Wllu IHt Si- forts of hustling salesmen, it is the most powerful influence a man can enlist Tn the aid of his business.
 The time has come when the smart buyer no longer purchases a stock ot goods unless it has stood the acid test ot public approval. This approval cannot come without the help of advertising. Look for up-to-date merchant and you will find the man that advertses. hntrr Af hn doN after his store is closed, because people read about his business on the streets. in the offices and at home.
 COSTS LESS
 Advertising is the least expensive method of selling goods, provided you have the quality and can stand competi tion. An advertisement throws 12O,00o.- 900 candlelght on a mans business. Thirty per cent of the advertisers go out of business because the quality of their goods is not such as will stand the acid test of approval after this attention has been focused upon it.
 "It is fallacy that you have to pay more for goods that are advertised than for those that are not advertised The difference comes in the demand for the handle goods that the public wants, or he will go out of business.
 Advertising is not understood in the east and south as we'll as in the west Business establishments of the east and south depend more on their age and the fact that they are firmly established. The element of time is the factor that old businesses employ. But how is the new concern just springing up going to increase it's business and. if possible, take some of the trade away from the older concerns? It is only through a quick message to the public through advertis ing Advertising is a national telegraph system.
 "Caruso is usually considered the king of tenors. This is because he has back of him the stamp of national approval This stamp on business can only be brought about with the aid of the public press. But these messages to the public must carry the facts and must be backed up by goods of quality.
 PUBLIC DEMAND
 Tt is easy to lose customer when a firm does not carry goods that are ad vertised. Advertising creates a receptive attitude in the mind of the buyer that he himself may not recognize. It is mute appeal that carries selling energy that cannot be supplied otherwise To show the unconscious power of advertis- ing I once asked. man what kind of razor. tooth paste and soap he used. He did not know, but upon investigation 1 found that he had Gillette razor, Col gates paste, and Williams shaving soap"
 In conclusion Mir. Barretto quoted number of figures to show that it was le ss expensive to carry message to the buying public through the press than through statesmen. He said that it was possible to advertise in some of the na- fiona1 noriOdicalS for little three cents per capita once a month for year. No advertising man would work on this basis. he added
 Mir. Barretto laid much stress on the accuracy and truthfulness of an adver tisement. He stated that it would spell financial failure to turn the searchlight of advertising on a business and then not provide goods of a quality that will not stand the acid test of public approval.