Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1922-02-08
HEAD OF WORLD
AID CLUBS TALKS
TO S. BENITANS
Haphazard Methods Of Ad-
vertising and Merchandis-
ing Nut Go, He Says


SAN BENITO. Texas, Feb. 4. -- L0ose
methods Of selling and merchandising
publicity must be- thrown into the dis
card and careful study made ~ these
two problems liz business men are ~
succeed nowadays. Charles Henry Mack
intosh OF Chicago. president of the As
sociatcd Advertising Clubs Of the World.
told the san Benito Advertising Club
and members ~ the Rotary Club NJ o
luncheon here today attended IN more
than seventy five business men ~ San
Benito and other Valley towns.
The problem of a falling market for
the next quarter of "A century will corr
front business. Mr.. Macintosh said. and
for this reason studied care l. essential
TO success. At the same time he warned
against over cautiousness IN buying.
Mr.. Macintosh employed novel meth
ods w illustrating his points. ln crdrr
20 drive them home TO hts hearers. In
pointing out the necessity for a care
ful study both If merchandising and
advertising methods. he called Attrn-
tion to the Ohnis law. which is onr AZ
the fundamentals NJ electricity
We all know. he said. that volume
equals pressure divided by resistance.
This applies IN all forms WI force Due
to falling market sales resistance is
infinitely greater this year than ir
former years. Yet you want 90 incsease
the volume ~ your business. How can
you a. it? The answer IA hy increasing
the pressure ~ overcome the added rr-
sistancc This can ~ accomplished in
two ways. first by proper advertising
and second. by proper sales methods
Both must be carefully studied and
worked out.
The average retailer, Mr.. Macintosh
declared j. rotten advertiser. because
he does not take the time 20 properly
prepare his advertising copy and does
not rct over The idea which ~ essential
~ successful advertising. in order to
assist in this. he said. advertising clubs
throughout the country are offering
courses for advertising managers
IA retailer he said. should pick
out some bright young man 0r woman
and have him Or her take thorough
course in advertising and sales promo
tion which Is available In these clubs
This practise has been followed with
success by some of the largest depart
ment stores in the country
Advertising alone. however. wili not
sell merchandise. Mr.. MAekintosh de-
clarcd. II acts only ~ pressure 10
build UP sales. ~ said. ~ bringing
customers ~ the store After thr Gus
toner is brought in. he said. clerks
who are thoroughly trained in approved
4
The advertising clubs also are offering
courses in selling. nv said. and ny tAk-
ing advantage of them some stores have
increased their sales 25 per cent. tie
illustrated some ~ the finer points of
greeting customers, demonstrating meF-
chandsc. companion suggestions and
creative sales between Department.
in touching upon the difficult prob
lem confronting business today 81 op-
Grating on a falling market, Mr. MAckin-
tOsh told hiS hearers that this problem
must BE- faced for at least n quRvter ~
century. lie referred frequently % u
trend Of prices chart complied b. Col.
Leonard n Ayrrs chief ~ the bureau
of statistics w the general staff w the
army during the war Thi. chart. Nv
back "a 1876. shows that after each
war there are three low peaks ~ prices
This country. hr asserted. has started
on the third downward peak and until
II ~ reached. the market will continue
20 be n falling one.
We have learned ID past experience
~ Said. that VI is difficult to do husi-
ness on falling market. We kHow
that We cannot drift aimlrssly. but must
formulate some well defined plan 90
overcome this difficulty. This relates
particularly ~ buying policies Some
merchants are too cautious And buy ton
little. because they are afraid 0f BE-
coming stocked up on high priced goods
wnen decline in priceHeomes. They
therefore. A. not 40 their maximum
amount w business Others vhe have
figured out the question closely are
buying just what they can sell Ninety
seven per cent of our merchants, how
ever. are buying too little, What W.
need W plenty W courage. coupled with
ctosc study"
Mr. Macintosh explained here that
a falling market in no way imperila the
~ the country and means very
little ~ the consumer The only rf-
feet. Nv said. is that it makes it diff
cult FOR the merchant 20 do business.
Prosperity" Mr.. Mackintosh said.
'is gagged IN terms of commodity you
can get for a certain amount af iahor
ana not hy prices. III high prices mcAnI
prosperity. Russia woald ne the nest
prosperous country In the world today.
We must reverse the facts In this ease"
"A IL Al