South Bend news-times. (South Bend, Ind.) 1913-1938, 1921-05-22
TRANSFER GREEN
DINNER MEETING
TO COUNTRY CLUB
Business Men of City Invited
to Attend Big Event We'd
nesday Evening.

Roger Babson. the we'll known
statistical expert. analyses the re-
suits OF misleading and fraudulent
advertising in an interesting way IN
a recent bulletin.
Every time a man or woman Is
cheated by a bogus advertisement,
the pulling power OF advertising is
weakened he says. Advertisers
ask themselves why don't ! get
more replies. more customers. more
/ orders2' One reason IS because the
takers have taught the public 70
suspect the truth Of advertising.
That is why the honest advertiser
has 70 put forth so much more ef-
fort 10 get business. Again, every
/ time a community is robbed of lis
money in exchange for worthless
goods. the purchasing power Of that
community is partially destroyed.
The faker has killed the market and
soured the trade II is a practical
principle OF economies that in any
I community there is a food fund, a
clothing fund. an investment fund
and so on. If the amount spent on
each line per family purse is squan-
dered for adulterated food and
worthless clothing, it is an economic
/ impOssibility for reputable mer-
\ chants, manufacturers and bankers
10 get the patronage TO which they
are rightfully entitled. Honest ad-
vertising develops the market. Dis
/ honest advertising exploits it and
turns good customers into poor
ones. The movement for honest ad-
vertising is a movement TO conserve
/ the public purse for the benefit OF
\ legitimate business"
Speaks at Country Club.
South Bend is soon TO know more
about the movement for Truth-ln-
Advertising William p. Green. spe-
\ cial representative of the Associated
I Advertising Clubs. is scheduled 10
/ address a meeting of South Bend
\ business men on Wednesday, May
I %, at the Country club.
Mr.. Green is being brought TO
South Bend by the local chapter OF
/ the Associated Advertising Clubs.
/ Because Of the value of the message
/ that the speaker carries, the Ad club
| has found il necessary TO transfer the
banquet and meeting Wednesday
evening from the Oliver hotel to the
| Country club. All business men 10
\ the city have been invited TO attend,
as wei as others interested on
Truth"
Throughout the United StE-as the
work of better business ture2uc in
| 49,. rr,.,,4l, a 4 r. nj c-
( ing has received recognition aas IN
| Important factor in business.
South Bend will have the oppIc-~
tunity 10 know the details of this
movement when William p Green
OF the National Vigilance commit
tee OF the Associated Advertising
clubs. addresses the meeting.
The protection OF good will in
I business often is overlooked under
\ the strain of present day compei-
/ ton. and it will be Mr.. Green's pur-
pose 10 show South Bend business
| concerns how to avoid those under
mining influences which tend TO
tear down the confidence of the con-
sumner public.
/ How Business Is Built.
/ BUSINESS men insure lAACAA buAAN
( ings. stocks and bond their en-
ployes.' he points out, all Of which
could be replaced. But good will,
the result of years Of effort to win
I the confidence of the public, may be
seriously damaged by a few en-
ployes. II is intangible and cannot
/ be replaced or repaired like build
lings or merchandise. The Truth-in-
/ Advertising movement analyses
good vii from a practical standpoint
and shows the way to capitalize it
| in dollars and cents Because OF
this practical phase Of the subject,
there is unusual interest in Mr..
Green's visit 10 South Bend.
| MORE
! Today business is built upon a
\ whole-hearted service TO the public,
and the vital force in business, ad-
vertising. has come to be known as
an investment in public confidence.
/ The great function Of Advertising is
not only TO get business, but also to
build business. The great national
advertisers and the great retail adj
vertisers of this country guard with
scrupulous care the accuracy Of the
advertising for which they spend
huge amounts, in order that their
advertising may create the most
precious Of all commercial assets
/ good will. Advertising wins public
friendlness. and by this power it is
| growing to be a strong connecting
link between buyer and seller, and
a most potent force in securing new
business in a progressive CONNER
cial era.
"Truthfulness as the first essen
tial in successful advertising is not
at all a new thing. No one is enun-
ciating a new principle when he pro-
claims that advertising must he ex-
actlv truthful. Honesty In business,
honesty IN advertising. honesty in
merchandising is the rule. Truth is
natural. untruth Is unnatural N
modern commercial life. Most bust
ness men welcome with open arms
any regulation which limits or pun
ishes. on occacion. the untruthful
advertiser or the dishonest business
man.
Advertisers are coming &c use
extreme care in the preparation Of
advertising because of the vital nee
essity og being absolutely straight
forward in their public speech.
Their truthfullness does not in any
way rob advertising of enthusiasm
but rather adds TO its conviction and
interest value
"A weH-known publisher has said
apthv that there is no such thing
in print as a white lie; that all
printed lies are black lies; that the
sncsl,en lie Is eI-anescent and OF linf-