Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-09
GET CONFIDENCE
OF WOMEN, PLEA


advertising men are on her side In
eliminating that advertiser who abuses
advertising in an effort to sell false
value.
"woman's confidence in advertising
bears a direct ratio to her response to it.
IF she has an 50 per cent confidence,
she buys 50 per cent. If she has only
20 per cent confidence, she buys only 20
per cent"
New and Significant Developments in
Advertising" was the general subject for
the session.
The program included, besides Mrs.
Frederick, the following papers; The
C1ean-Up, Paint-Up Movement" by Roy
Soule, vice president; A. c. Penn Com
pany, New York; What Applied and
Practical Psychology Is Doing to Short
en- the Distance Between Human Minds,
by DR. A I. Gates. Columbia university.
New York; How the Better Business
Movement Is Enhancing the Value of All
Legitimate Advertising" by Richard H.
Lee, special counsel. Associated Advertts-
Ing Clubs of the World, and ''CO-Opera-
i've Advertising as a Social, as Well as a
Powerful, Sales Force" by Don Fran
cisco. advertising manager of the Califor-
mia Fruit Growers exchange.
RecenIIy there has been quite an cpl
demic Of cooperative campaigns, Mr..
4 Ld4C4S(O Au4u NAAC aNfC-AASCAH-
eIn nearly every line there is a lot
Of educational work that should be done
by an industry as whole rather than
By the individual members.
Industries, as q whole, are just finding
this out believe that we are only be
ginning to appreciate the great possibili-
ties Of cooperation in advertising and
that in this form Of operation advertising
will reach its highest plane both as
social and an economic force"
MUST DRIVE
AT FUNDAMENTALS.
He said that cooperative campaigns
can not trihe with detaiIs-they drive
straight at fundamentals.
He Aad asked one of his associates. he
said, 10 compile list Of the cooperative
advertising campaigns that have ap-
peared in recent years, allowing an aver
age Of five lines in which to set down
the purpose Of each campaign, who was
behind it and what it had accomplished,
and when the report was handed to him
It contained seventeen pages of type
written matter.
more than half these campaigns have
been instituted to increase the consump-
ton or use Of various products: among
these farm products predominate-
Oranges. lemons, grapefruit, apples,
peaches, raisins, beans, prunes. apricots,
walnuts. almonds, peanuts, cheese, eggs,
milk and cranberries have been adver-
tised comparatively by associations Of
farmers.
"a majority Of these farmers associa-
lions are on the Pacific coast, where the
element Of distance necessitates the band
ing OF farmers to overcome transcouti-
mental obstacles
Among the products advertised coop
sratively by groups OF manufacturers we
have electric hOists, granite, lumber,
toys, wooden fabrics, bread books, bicy-
cles, magnetos. linen, barrels, millinery.
bricks, gas, macaronl, noodles and lin
oleum. In some campaigns, such as those
on tea and coffee, both producers and
distributors have banded together to
launch the advertising for their mutual
benefit.
CITES INSTANCES
OF BIG SUCCESSES.
"The second great group Of co-opera-
tive advertising campaigns comprises
those which aim to sell gu idea or a
service.
"Thus we have the very constructive
campaign of the Interchurch world move
ment
1--WE find the United Typothetae adj
vertising to help printers become better
printers, while the knit goods manufac-
turers and others are seeking, through
cooperative advertising. to educate their
trade to be more efficient merchants.
"'The lumber interests are urging home
building, the tailOrs show the impor-
lance Of careful dress, the optical in
terests are teaching people the impor-
tance Of caring for their eyes, groups
Of bankers are selling the broad princi-
pies of thrift and security, the book pub
fishers call our attention to the value Of
book reading"
After outlining still other types Of CO.
operative advertising. he said: Then
there are several more unusual co-opera-
tive campaigns. such as that run in New
York last December to warn Christmas
shoplifters that a certain group of mer-
chants had set strong snares for them.
And in England & number of motor
ear manufacturers got together and used
advertising to blacklist their proiteering
middlemen.
The needle manufacturers have en-
ployed cooperative advertising to recruit
new workers from the ranks of idle girls.
Another cooperative campaign, based on
sound economics, is that urging us to
buy our coal early, thus spreading ship
nents over longer season and prevent
ing altitudinous prices"
After touching upon various other fea-
eAres of cooperative advertising. he
said that in these days, and those just
ahead Of US, uniformity in the rate Of
production and selling. with its conse
quent effect on the level OF prices and
employment OF labor, is of tremendous
importance. and cooperative advertis-
ing can do much for the labOring man
that Will be a social service"
Statistics were given by him relative
70 the sales Of citrus fruit from Califor
mia.
He closed by saying that when we
know that cooperative advertising has
widened markets. stimulated industry,
stabilized selling, improved merchandise
and lowered costs; when we know that it
has been used to make us take better
care Of our eyes, live better, read more
good books, put more money in the bank,
and give more TO the church; when we
know that it has brought businesses and
business men closer together in a spirit
Of comradeship and mutual service; I
do not think that we can then doubt that
cooperative advertising is not only a
powerful sales force, but social service
as well"
america is now in a position to cap
ture world markets. The opportunity is
ours. whether we make the most OF the
opportunity is entirely up TO the Ameri-
can business man." Mr.. Lee said.
Necessity may for a time bring the
world to our doors as a customer, but
when present conditions have changed
and we again meet the competition Of
the other countries of the world in com
merca the question as to whether We