The Wheeling intelligencer. [volume] (Wheeling, W. Va.) 1903-1961, 1921-01-05

"SdvcTtisnG" was the keynote at the
Rotary Club luncheon at the Mcclure
at noon yesterday. with Mr.. Will Nc
Adam Of the MCAdam Advertising Ser
vice pressing the key. IT was the fca-
turr Of the meeting and III addition
was Interesting. entertaining and in
, Slructive.
experimenting the address. Mr.. Nc
Adam had placed at each plate a very
handsomely arranged folder giving the
fundamentals OF advertising. Tho fold
, er was Il product Of the McAdam or
sanization and was a very Creditable
piect of work.
The luncheon was very largely at
tended and number of visitors were
present. Hon. j. @. Hearne. president
elect Of tho kiwanls club. was pres
ent and made Il brief address telling OF
III" great good accomplished by Rotary
and Kiwanis whose aims and purposes,
he said, were ono.
\ resolution of protest on the failure
of the State Road Commission, present
ed by Rotarian Elliott. was referred 10
the board Of directors for action.
Mr.. McAdam WAS then called upon
and he opened his remarks by saying
that probably not more than one or two
other classified tons in the club touch
. the members as generally and rs init
mattly as advertising, yet talking |"
, various members and business mon
brings out the fact That very little, II
anything at all IL understood OF the
nature Of an advertising agency.
This isn't the fault Of the business
altogether. for il has not been unit!
recent years that advertising agents
All ia
the public To the service 4 we'll equip
ped agency renders and the lengths its
officers and workers go Ia better assist
, business mon and manufacturers in
IN the profitable marketing Of their
goods The agencies have always been
advertisers. hut not in tn" sens" that
advertising is generally understood, for
their advertising has been OF direct
nature. aimed At certain picked pros
poets and no ono outside OF that list OF
prospects ever heard Of or knew what
was going on In advertising.
when ! was asked TO talk Ia tho
club on advertising. ] was at loss
~ L. what phase Of the business To take
Up Their" is SO much Ia It and every
thing Is 50 different and varied that il
was hard To decide what TO present one
luau would h~ Interested IN one thing
and ono another and | finally decided
il would 10 4 good idea u bring up II
cross section OF the office and 10y cA-
PLANTATION and demonstration show you
how an agency gets out i CaInpa IN.
Gives Demonstration.
Mr. MrAdam then by rl"ans Of chart 6
, and assisted by M. Ilo!l0baugh and
others Of tho McAdam organization. pro
r"rdcd in very convincing way TO
a. h., Il = "a \ H.
paign is planned and executed. II" took
IN ina C!nary concern. III" Wheeling
Manufacturing Goa with Mr.. Arthur
Stifel AS the manufacturer putting out
hlack and galvanized sheets and sheet
metal products such as tubs. buckets.
ctC. Mr.. Sitfcl had never advertised h"-
fore and after selling him on the prop
uSitiOu then came the planning OF tn"
campaign to fit in with the appropriate
tinn made for tho investment This en-
bTaCcd Investigations as 10 the best
mcthCiS and mediums 10 use IN the
campaign and III" submission Of a plan
FOR the advertising. This Investigation
includoG first tho product itself and
after learning all possible Of II thnn
To i-lv"Et:gaie IN" markets. After all
details ara secured then report -
made UP and from this The final rec
. oInmcnda tons ar" made
In tho demonstration MIR. MCAdam
had his artist at work and 4 man writ.
ing copy for the ads If thr Wheeling
, Manufacturing Company and later hc
showed the complete ad on the chart
as It would appear In tho various jour
nails together with the title pagcs Of
III" puhl!Ca ions selected for CarryiI :
the advert SAG.
- Ia bn net
detail and tho demonstration given gave