The Bamberg herald. [volume] (Bamberg, S.C.) 1891-1972, 1921-06-30
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ADVERTISING

!
Come, Therefore, and l Will Adver-
| tiSe Thee g.
Numbers, XIV: II.
And I Thought to Advertise Thee
e. Ruth, ": 4.
From the earliest of Biblical days
the value of advertising has been
more and more clearly seen. In
one way or another through all the
ages men have realized that without
publicity or advertising their efforts
would be in vain. The mighty pomp
and circumstance of war; the tri-
umphal professions of the old Ro-
mans, the varied means adopted to
send information throughout all en-
pires in olden days, down to the tre-
mendous displayed advertising cam
paign Of the British government in
stirring a nations patriotism and
raising an army of 100000 volun-
teers, and similar advertising work
by the American government to sell
Liberty Bonds, were all merely a
broad and ever growing realization
of the power of advertising.
Without advertising England could
not have raised its mighty volunteer
army; without advertising the United
States could not have found 20,000,-
600 bond buyers.
The same power of advertising
could now ''sell'' prosperity to the
whole country. There is enough to
write about and talk about in ad-
vertising to stir the nation to a rea-
lization of our counry's limitless re-
sources and illimitable development
potentialities. !
The power of all-pervading, all
compelling advertising work, liter
ally alive with the fire of truth and
enthusiasm, would quicken every
heart beat, would thrill every Ameri-
can, would stimulate the young to
deeds of achievement in the business
world to match the achievements and
the glory of the battlefield, and would
stir afresh the blood of the old. The
flag of Americas patriotism unfurled
in advertising, rightly done, the bugle
call to work, the drum beats,
"Charge," would lead us onward to
commercial power and glory and
prosperity as worthy of praise as ever
was the work of the battlefield.
Then down with the pessimism OF
the faint hearted camp followers, and
up with the flag of optimism!
Onward with "sound the charge,
through every we'll tested and proven
advertising method, and we would
soon see mighty army of nation of
105, 100000 people putting to dis
astrous rout every faint heart, every
preacher of pessimism in bank, in
Office and in factory!
Some say we cannot afford to ad-
vertise. The answer is, you cannot
afford not to advertise.
Why advertise when there is no
business to be had? say others. Be-
cause the only way to create business
is by advertising.
Why advertise when we have no
money to loan? say some bankers;
and the answer is, no class ever need
ed to cultivate the public's favor
more than bankers now do. Perhaps
you may have no money to loan to-
day, as some say; but you are not
good banker if you fail to sell credit
to every customer who has the prop
er security with which to buy it. A
banker borrows money from his de-
positors and sells credit to his bor-
rowers. 1t is a merchandise transac-
ton.
1t would be poor merchant who
could not find ways to provide goods
for his customers so long as they
could pay. He is poor banker who
cannot find credit to sell to his GUS
toners so long as they are able to
pay the price and assure the final re-
demption, and bankers need to win
public favor just as much as rail-
roads did 25 years ago. Railroads
missed their opportunity to cultivate
the public and they are now pay
ing the penalty. Bankers, therefore,
cannot afford not to advertise. Nor,
for that matter, and any other class
of business men.
Newspaper publishers intensity
their ways and means of advertising
whenever business men lessen theirs.
When business is dull many lndus-
tries shut down, but when business
,or-orororc nnch ONT WlCQ