South Bend news-times. (South Bend, Ind.) 1913-1938, 1920-03-26
INDICATE
THAT STRONGHOLD OF
GERMAN TROOPS FALLS
AID CLUB SPEAKERS
GIVE RETAILERS
MANY SALES HINTS
Gridley Adams and Mis-,
Florence Martin Present
Vital Message.

Principles of truth i'm advertising
We're fully lived up TO i'm forecasting
last nights meeting of the Adver-
tising club of South Bend al the
oliver hotel Both GridIey Adams
and Miss Florence Martin delivered
messages of value and of vital inn
Eortance not only to retail meT-
chants but to manufacturers as
well. Mr.. Adams was announced
as an inspirauonal speaker. Miss
Martin set the pace
Counter attractions resulted i'm a
rather small attendance bat the att
tendance had nothing to do with the
worth of the Program. Rather dis
coUraged at the start. e.. A. Mac
Donald president OF the club. stated
the possibility of disseminating it's
activities. At the conclusion of the
meeting he expressed the sentiment
of members OF the board of control
in stating a determination TO in
crease the effort 10 make the South
Bend club a factor fin the COmmun-
ity.
Miss Martin Speaks
Miss Martin, advertising manager
Of the II. Black company, Cleveland,
Ohio, and a woman who has had
wide experience ia advertising. in
selling and in teaching salesman
ship, personal and printed, explain
ed the comprehensive plan of the
modern manufacturer in merChan-
dising his product 20 the consumer
through the retail dealer. Her talk
was replete with suggestions on
follow-uLs, through the medium of
the telephone, letters from the
al.
ment heads themselves, and through
enclosures sent out by the manu-
facturer with direct bearing on the
retail store.
Miss Martin emphasized the i'm
pOrtance of the retail clerk, or
salesman or woman. The protested
cafeteria systems of selling" where
the shopper was turned loose among
a variety of merchandise and al
lowed 10 accept or reject. Her own
company, she Icinted out. had per
fected a sales sheet. bringing out
the best points in various garments,
and available TO the clerk.
Suggestion for Women.
Miss Martin prefiXed her talk
with a suggestion that the women
Of South Bend interested in adver-
tiSing get together in an OrEani-
zation. she also opened the way
for an auxiliary of the South Bend
club which would include the
women interested in publicity Her
remarks along this line were well
received by several women who had
accepted the invitation Of the club
10 take part in last nights meet
ing.
Mr.. Adams, who has appeared
here in years past i'm the interests
of better advertising spoke enter
taininEly and constructively lie
touched a variety OF subjects and
added to his discourse with pleas
ing anecdotes on advertising Mr.
Adams urged that retailers take adj
vantage of the wide field of en-
deavor offered in their respective
territories He suggested sales
campaigns similar 20 those used 10y
m nufacturers
In discussing various forms OF
advertising Mr.. Adams sIoke on
Enthusiastically regarding newspapers
He said that while newspapers and
periodicals were not considered di-
rect mediums. they really We're
that and that the merchant was
only using The newspapers mailing
list instead Of his own
Make Al sell Goods
MAKE your advertising sen
goods" was AN admOuitiou omuna-
sized hv Mr. Adams Ho dcrrief the
present wide practice of devotinc So
much space 70 high sounding wcrIa
CONTINUED 0N PACE FoUR1