The Washington times., 1922-09-20
HUGE BUSINESS
REVIVAL NEARS,
EXPERT SHOWS
Stock Up on OPTIMISM" Ad-
vertising Club Is 'i'oId by
Charles w. Myers.

nation predict a trade revival of
great proportions. Our tremendous
national resources and stabilized
monetary conditions augur well for
the future. We should be planning
right now to stimulate, encourage
and create the business which all
of US SO urgently require"
With all his characteristic en-.
thusiasm and energy, Charles w.
Myers, advertising manager of Nor
ris & Co.. Chicago packers, brought
this optimistic message to the Ad.
day at the clubs weekly luncheon
in the City Club.
Mr.. Myers is one of the big"
men-physically and Intellectually
in the advertising business, and
his address. THE Economic Prin-
ciple Of Advertising" was put
across with such earnestness that
the advertising men who heard II
were deeply impressed.
Stock Up Enthusiasm.
Lay in a big stock OF enthusi.
asm," Mr.. Myers said. I'VE Ameri.
cans have not lost that wonderful
universally.known trait of business
getting. Show the pessimist the
back door and make way for the
practical optimist. We are fully
twenty years ahead of many other
great nations. We would not he
successful advertising men were we
not practical optimists-just COM
mon sense individuals who have
confidence in our company and
in ourselves-and knowing why we
have it."
Outlining a brief history of adver.
tising, Mr.. Myers said:
I'm the first place, the principle
of advertising has always existed. 1t
is as old az the ages but We are more
conscious Of it's power because Of its
great development in recent years.
Advert ising. what magic word!
How tremendous it's influence and
potency, While its immediate his
tory is said TO date back two or
three centuries ago when a gentle
man travelling from Newcastle-on-
Tyne to Avon -On Thames or some
similar place missed his portmn1-
teau upon alighting from the coach
and four and placed a notice in q
weekly bulletin offering a reward for
it's recovery, advertising antedatSd
this many centuries.
I've hold II logical to believe that
when our great, great ancestor, Mr..
Flinthammer, wished TO have busi-
ness transaction with Mr.. Stone
HEAVIER. he described in cohOrful terms
the many admirable qualities Of the
domesticated pachyderm which he
wished 20 trade for full.grown
dynasaurus, guaranteed to stay
around the cave and not be too espe'
cially fond OF children.
"AdvartiSinU nv word Of rOnlit VI
was assuredly our first manifesto
ton OF the art of business through
publicity, or describing the article
offered for sale or exchange.
Function OF Advertising.
Advertising is news and news IS
information. Its function Is to con.
meet people with the things that they
need and should possess. To get this
news or information from the seller
to the buyer constitutes the various
methods which we term advertising.
"In the great School Of Experience,
we learn that the causes of all fail.
ures come from a lack OF perception;
not taking into account the proper
channels for disseminating the right
kind Of information TO the particular
class of buyers who need and should
buy the article offered for sale.
1--WE live and learn, observed
the old sage, but indeed. some Of US
only live. The big idea back Of
successful advertising is proper ap-
plication. How many Of us actually
know our own markets? And. still
more important. how few Of us
thoroughly understand our own
goods?
1T has been said that certain ad-
\ L. . lNNl
Esl<imos, but that isn't advcrtis |
ing--it's taking advantage of human !
nature. You could safely wager, too, |
that the Eskimo didn't come back !
for a second order. Most of US. al
some time or other. have bought
something we didn't need. Advertis.
ing did not sell us: merely over
powering curiosity or. perhaps hav.
ing the money "on hand" instead
Of in the bank.
Needs Of Special Treatment.
Have you found the public slow
to be convinced as to the products
you are merchandising? Why?
Are you sure the public needs what
you have to offer? II you are sure
on that point. how certain are you
that you are taking the proper steps
to acquaint them of the fact?
"All advertising may be good but
perhaps your product requires
specialized treatment. An overdose
Is as ineffective as an underdose.
Spend your money where you can
trace direct returns.
Advertising comes out Of the
profits of your businessmen from
prestige. It's effect should be
cumulative almost from the start Il
you are utilizing the proper media.
II takes a mighty good advertising
man to know just what to invest
some other mans money in.
Did you ever consider the amount
OF confidence reposed in you by the
head OF the firm?
"It has been aptly said that "ac.
quaintance begets friendship: friend.
ship begets confidence; confidence be-
gets business" Place in front OF
this the link OF advertising and you
have the secret OF successful selling.
Consider for moment the vast
amount OF individual purchases
tal, - L. a