Imperial Valley press., 1920-07-19
|UY EVER RYTHING ATHOME

| tC7EgC'Eat. III. 7 sstsr- Nsws7s-s. --,,o.
A!ns Tag when sdEs-..izics aia no
etc''2g the place II tes wo-l5 :: t~ad
Esss II dces today. 7: hes r.. heel
70 very many years ago tha. tbs peo
PIE we're suspicious c@ aaTsr..!sins
They 1ers tnclfhed tc as,asra thst tn
merchant YES trying 70 "92c.' then
Nth his advertising, that Is sxag
eerstea the vslue Of tts Ee-chs ads,
be advertised aud tock thst metho,
cf trying TO get then tc hwy good
taat hs could not sell hy the old estab
! hshed methods of merchandising,
Those days are gone, The publ,
row realizes that it is the creates
beneficiary of advertising.
Advertising has done mere In a de
cade to establish certain standards il
merchandise than could have been &C
complished in a hundred years by an,
other agency. The manufacturer wht
few years ago merely made and solo
clothes now makes and sells the Blanl
brand OF clothes. The man who for
merIy just made hats now makes
Blanks hats. And so it Is with every.
thing that one buys today. The manu-.
facturer, by his advertising, has built
up his business around q trade name
and If he is to continue in business
he must protect that trade name by
maintaining such a high standard o
nnQ1ifv xx-ha u
products will know just what they ar,
getting. The consumer, when he goe:
into store today, does not buy mer
chandise blindly, with the HOPE tina
1t will prove to be worth the money
He buys standard goods that bear tn,
trademark Of the manufacturer an,
that are backed by the reputation no
only Of the merchant who sells then
but the manufacturer who makes them
This has been brought about by ad
y6rtising. :.
No Reputation to Protect
All this applies to the retail mer
chants as class but it does not ap
ply to the mail order business. Tn,
man or woman who buys goods from
a catalogue house is not protected b!
the manufacturer Of the goods for tn,
reason that most manufacturers VIII,
Sell goods to the mail order houses
do not place their names upon the
goods and therefore have no reputa
tiOn to protect.
The great majority Of articles listet
and illustrated in the mail order cata
logues are included in what is known
among manufacturers as stencil
stuff. These articles bear the name OF
the mail order house which sells then
instead of that of the manufacturer
who makes them. 1t can readily b,
understood that any manufacturing
concern which turns out goods thai
do not bear its name or trademark is
likely to be very unreliable institu
tion. 1t is not building up any repu
tation on the quality Of its goods fol
its products have nothing to distin
guish them from the products of any
other concern. With no reputation tC
sustain and no chance Of creating 6
general demand for its goods the only
concern of a manufacturing institu
itiOn Of this kind is to make stuff as
cheaply as possible in order to obtair
the largest possible profit on its prod.
ucts.
Same Price World Over.
These facts are chiefly responsible
for the generally prevailing idea thai
the home merchants do not sell goods
as cheaply as the mail order house
They dD sell the same. quality Of goods
thar the mail order hohse fsells as
cheapiy as the mail order house sells
i'll bat. they cannot; sell the stapdard
guaranteed products Of, responsible
maiiufa ctifers at. the same price, al
v.hichi the mail order honsei sells its
pameless, unbranded merchandise
Standard goods bearing atregistered
trademark sell for the same price the
world over and the manufactdrer's
guarantee stands back of them when
they are sold in the smallest village
In the country Just the Same las when
they are sold. in the. stores of the. larg'
est cities. -. H. t''
This is what the national adyertis-
iig OF the, manufacturers has done
for the consumers Of the country. 1t
has enabled them TO gointo their home
stores and buy merchandise which they
know from past experience, or from
the reputation and guarantee of the
manufacturer will give them satisfac-
tion. They are not buying blindly
and hopefully when they buy from the
merchants in their home tswns. They
are buying with the knowledge that
they are getting their moneys worth.
When they buy advertised brands they
are getting double protection, that
which is afforded by the responsibility
of the retail merchant and that which
is given by the reputation and guar
antee Of the manufacturer When they
buy the unknown brands of goods
that are offered by the mail order
houses they are getting neither kind
of protection.
We Save You Trouble, Mileage, Money
GATES HALF SOLE TIRES
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