The Washington times., 1922-12-27
RH
The Value of Advertising to
THE PUBLIC
Mr.. Babst's Enlightening Address.

n Mr.. Babst's Enightening Address. Il
Buspess men and private individuals interested in the
advertising TO THE PUBLIC, when is based upon
ability and integrity ought to read speech made by Earl
recently before the American Specially Association
Atlantic City.
"good will which is the technical commercial for
REPUTATION, an honorable name
The greatest properties the world built by indidua
based NAMES, and the good will with which certain
names associated These and their good will the
-prodacs If advertising followed by FULFILLMENT OF
PROMISE and establishment of reputation.
familiar everybody dozens of words
resentng millions Of millions Every of those
worth the of the abstract good will
than his factories machinery stock hand bank account
Everything else might CO. but the loss would be nothing the
word representing GOOD WILL, ESTABLISHED REPu
TATION retained.
In ancient days such regulations built slowly
gentleman another Mr. Babst mentions among
the trade names such products the Damascus
blade tapestries of the Gobein the vions Of Cremona
that attained regulations unmpared by the passing of
centuries"
Today the work done swiftly These swfter
days Many who has worked all his life for small
suit might by intelligent advertising by LETTING ALL THE
PEOPLE KNOW THAT HE HAS WHAT THEY WANT,
almost night trade GOOD WILL that
would outlas HIM hundred and exceed in value all
his other possessions.
Regulations Of value attach only Mr. Babst
pointed out, but also to localities.
"Shefed for it's cutlery, Leeds for its textiles, Delft
for pottery: Amsterdam for its diamond cutting Bel
fast for it's linens Venice for it's glass, Sevres for its
porcelain Lille for its machinery Paris for its fashions
But the GREATEST asset in the world is GOOD WILL
Mr. Babst said:
"More than century ago Lord Eldon defined good
will the probability that the old customers will resort
to the old place. Good WILL in the simple of
American business, is good reputation"
The average citizen who buys manufacture
SELLER It makes HIM known, it makes HIM rich, it in
HIS business But what good does advertising do
Advertising is valuable the buyer than to the
cost millions business has established NAME worth more
than all its factories M machinery and money and it MUST
The only way to protect a NAME is to protect the
its IT making good THE
s e which is
You know that owning factories other buildings
will mot set fire to them and nn them down he help
The good will the back Of mar ,s
the only insurance.
Having built up such name, it must be KEPT UP. To|
let fall to the re Public S to n. ang quality Hs s =.
would be to set fire to uninsured buildings
ONCE TORN DOWN, NAME CANNOT BE BUILT
promises and the fuments of advertisers the value Of
NAME ON PACKAGE or product of any kind: -.
buyer mas power constantly Stanolng Me
death advertised product Once the BUYER
It, it is gone
Buyers should and many manufacturer business
of good character with good products should know more
than they do know about advertising its meaning
value to the producer AND MUCH GREATER VALUE Tol
THE CONSUMER
There advertised articles in which amounts great
fifty millions and have been invested MERELY TOl
BUILD UP THE NAME It is not likely that the Of,
such with his millions invested in it, would for the
sake of temporary profit eopardze the great capital that
name represents
The business that has not learned what advertising
do for him. how business built up local and national
might write to Earl D. Babst 1T Wall street. New York
City, for a copy of his good speech.