Pueblo chieftain., 1922-01-29

business today is to perfect the quality
of their service. If the quality of the
advertising placed is high In perma-
nent results, direct and indirect, re-
turned to the advertiser for each dol
lar spent, then the volume will almost
take care of itself.
1t is probable that many concerns
today actually under-advcrtise, not
because they ought not to expand ma
tionally. but because the advertising
they have done has not produced re-
suits. and the advertisers do not un-
derstand just why it has not produced
results. This failure may be due to
the fact that the expenditure of many
thousands of dollars for advertising
has not received the close personal
study by the Officers OF the companies
involved which they would give to any
result too often is that unrepresenta-
tive copy is placed, and often placed
in the wrong media.
Many company executives are so in
secure In their conviction as to the
soundncss of the advertising policy
they have adopted that they are in
fluenced to change II by casual outside
unmoved by similar casual criticism
Of any other phase OF their business
policy. 1t is the duty of their adver-
tising adviser to give them the neces-
sary confidence in their own advcrtis-
ing policy, and in the copy they are
using to mako such n policy effective.
Perhaps too much mystery has been
mado of the subject. The chief OBJ
stacles which exist to n fuller cooper7s-
ton between advertisers and their ad-
vertising experts do not lie in the fail
urc OF the advertiser to understand
highly technical advertising lore. Hc
should not be expected to understand
tho technical details. Tho trouble lies
largely in tho failure of the advertising
counsellor to get into the mind of the
executives who must give final decis
ion the elementary laws upon which an
advertising plan is based. and the
broad business application OF those
laws to the particular advertising cam
paign which Is up for decision.
In a great many cases. the annual
appropriation for adver rtising on the
part of n corporation is many times
the annual expenditure In lawyers
fees or rctainers, and yet only In tho
most enlightened corporations or
firms does the head of the concern
give his personal thought to this ex- =,
There Is nothing which re-
QuireS 4 more sensitive contact with
the very heart and spirit of many
businesses. or that bears more closely
upon profits, than the expression to the
public of the name and nature of these
chandise.
CLOSER CONTACTS BETWEEN AD-
VERTISING AND BUSINESS.
When business executives come to
realize that the Information required
as the basis for sound Judgment
rather than = snap Judgment on their
advertising expenditure can be OBJ
tanned thru comparatively small
outlay OF timo in direct contact with
their advertising advisors: when they
recognize moro fully the fact that bet
ter advertising means more profits and
that poor advertising is. money wasted:
when they come to know that there are
in the advertising business men OF high
calibre and wide experience in build
Ing profits thru sales. and that their
are relying more and more
upon these men and taking them more
and more fully into their business con-
fidcnce; then 1t must follow that these
executives will realize that advertising
is II calculable part Of their business.
and they will allot TO 1t a due amount
Of their personal timc and attention.
There Is nothing In this field more
or more important to the
sound progress OF advertising. than the
emcrgcncc OF the trained business man
In the advertising business. Tho best
opinion in that business today un-
Is that an advertising man
Is not "A good advertising man IL he is
not essentially and fundamentally a
good business man. This docs not re-
flcct on tho craftsman OF advertising
who translates ideas and motives into
effective copy. He has high useful
ness and a recognized value. There Is
also the specialist on sales data, on
and other essential statis-
ties upon which advertising decisions
must to n certain degree be based.
But as one of tho leaders in the advcr-
NSft, ta1I 1t- Sssa tod.
bring myself to think OF sound busi-
ness judgment as something that is ex-
ternal to good agency conduct and
.. The whole ten
iency of advertising counsel il newt
ably in the direction OF marketing
predicted upon business
The best advertising coun-
sellor counses on business matters,
and he looks upon advertising simply /
as one of the many forces to be used in
the successful development OF bust |
ness
Keen business men are not going to |
spend sums aggregatinE a billion dol /
lars Il year. year after year unless
those expenditures produce profits 1t
must be obvious. then. that In the last
analysis the advertising advice which
the business man wants ia the advice
which viii build and maintain his .
sales or his good will. The ability to
give such advice is secured to none in
business Importance. 1t is akin to tho 4
sense of profits. the instinct for sue
'ess which either exists or docs not eN-
st in AN individual business man. Tho 4
man who has This sense
would doubtless succeed In almost any
line of business. But the great copy |
writer is an artist rather than u busi-
ness man. Being an artist he will re-
gard his work as on a plane above the
and compromises OF trade.
He would not be great copy writer
# he felt the primary urge to make five I
dollars grow when only ono grow be /
fore. But such man, when he is /
wise. docs not try TO run an advertis-
ne agency. lie finds business man,
ouo with vision to bo'surc, but primar-
ly business man. lie makes him
president and general manager. takes .
FOR himself big, quiet corner office
md writes copy