The Caledonian-record. [volume] (St. Johnsbury, Vt.) 1920-current, 1920-09-25
ABOUT ADVERTISING
Who Pays For It? The Con-
sumner Does Not Pay, the
Merchant Does Not Paw
By GRANGER C. LEDERER
advertising and Sellingl

One Of the big, outstanding facts of
business today is that the advertiser
who displays vision in most cases,
succeeds. The statement, based on
Bradstreet, that over so per cent of
the commercial failures are of non
advertisers, is significant
/ In 1877, James Pyle started to adj
vertise Pearline. 1t was persistently
advertised year in and year out for
more than 30 years. The advertising
appropriation on this product reached
something like 100000 for the year
1904. In 1907 the last of the Pyles
died and the policy changed
The executors in charge Of the cs-
tate thought that Pearline was suffi-
GENTLY established in the public mind.
Distribution was perfect, so why
spend this money this small fortune
for advertising a known brand
On the strength of this, the execut-
ors decided to save this money
Do you really think they did save
It? 1t has been stated that in 1914
Proctor and Gamble bought Pearline
and saved the company from bank
ruptcy. There are many similar cases
known TO the commercial world.
Back of every advertising cam
paign there must be purpose-unity
and continuity of purpose. The buy
ing public likes to be reminded and
must be reminded. When you are in
the limelight, live up to reputation
or pass into the shadow
ADVERTISING A MONOPOLY
Many times advertising men are
confronted with the argument of
manufacturer of a patent article with
very few competitors. "Why should
| advertise when | can get all the
business anyway? They must come
to me-" This theory may ilave work
ed out satisfactorily when advertising
was looked upon purely as compe-
tive weapon. This, of course, was
before we fully appreciated the posi-
bilities and power of publicity.
Today many of the leading manu-
facturers of patented articles. while
on the face of it seeming to have a
monopoly, nevertheless, invest huge
sums of money in advertising for a
number of reasons.
The first is to increase the use Of
the goods or service. The second is
to create good will for themselves and
the product. The third, and most i'm
portant of alb is that they advertise
to forestall the competition of their
-to-be-competition which
always appears when an article that
has the earmarks of useful, success
full product is put upon the market.
And to emphasize let me relate
story we may enttle Getting Ahead
of Competition"
When the Dayton Engineering La
boratories produced the self-starter
for automobiles, their first competi-
iron was with the old cranking meth
od.e. Chen, of course, the second and
more dangerous competition appeared
Within year there were something
like 500 other organizations all claim
ing original patents and manufactur-
ing self-starters.
AS another illustration take the
Victor and Columbia Talking Machine
Companies. Long before they had
any competition to speak of back in
the days when they had held most of
the original patents, their advertising
was educational, emphasizing the
pleasures derived from a talking ma
chine in the home and, incidentally,
to increase the sale of machines and
create good will for their product as
well as their company. Above all,
they strove to establish themselves
firmly in the public mind to forestall
competition, competition that was
bound to come when patent rights eX-
pired.
THE VALUE OF GOOD WILL
The Coca-Cola Company was re-
TOO LATE TO CLASSIFY