Pueblo chieftain., 1922-01-29
sibilities of art in commerce. may he
with an advertising plan in

sibiIities of art in commerce. may hc
presented with an advertising plan in
terms which he can thoroly under
Rand? The obvious answer would
seem to behave 4 good business man,
who has grasped the fundamentals OF
advertising, but who talks the Ian
guake OF business. In charge OF the
agency, and as tho primary contact
with the manufacturer or other adyer-
tiser.
II the leaders of advertising will
first be doubly sure that their service
is intrinsically sound: IL they Will make
sure that the basis on which 1t Is hand
led is always such as to inspire tho
confidence and respect of the business
community; then they will have an
increasing volume OF permanently sat
isfied customers-thc best advertise
ment that advertising can hope to
have On this basis they can build
standing commensurate with the i'm
portance of advertising to sound busi-
ness development, and commensurate
also with its broader Significance in
tho modern world as a great potential
civilizinG force. From the foregoing,
the question az to what tho banker
thinks of advertising may be to some
extent reduced to its elements. 1t is
obvious that II tho question has r
short answer. It Is that few bankcrs
have had occasion to give much
thought to the detail of the advcrtis-
ing business. In tho majority or
cases the business executive stands
between the banker and tho advcrtis-
ing man. As to the future, the increas-
lnEly high standing OF the better
agencies. and the men who head them.
will lead to that fuller contact and
understanding between advertising
men and business executives, and to
more limited extent between advcr-
tising men and bankers. which Is the
basis of business confidence. In the
development of this relationship the
ultimate test which advertising must
meet is ono of the business intelli-
gence of the service rendered.
Unquestionably advertising has an
important future. Many business men
believe that the ultimate tendency OF
modern salesmanship is toward op-
erations on a large scale. that the
great sales successes of the future will
be based upon volume and wide dis
tribution. II this is true. the test OF
success will be an honest product,
manufactured with the highest eff
cheney and economy and marketed
widely on n small margin OF profit.
Advertising will be powerful factor
in this development. Such distribution
cannot he lastinEiy built by spectacular
advertising methods. To be success
full. tho advertising must bc laid out
with az much vision. must be as care
fully planned and as economically
executed as all other parts OF a selling
campaign.
The forward looking banker viii hc
glad to sec the advertising specialist
t3l.e his proper place I'm the world Of
soender business which we hope will
replace the more slashing and waste
fu' periods of the past. But the bank
cr's attitude, while important. viii not
be the controlling influence in adver-
tising progress. The predominant re-
1ationship will always be that OF tho
advertising man to the business exccu-
tive. And moro fundamental still.
the business OF advertising will not
progress or decline because business
mon or bankers or any other group,
prefer to smile or frown upon It. Tts
prosperity or the reverse will depend
first, upon tho basic profit producing
importance Of advertising as deter
mined by tho ircxorsble operation OF
economic laws; and second, upon tho
downright human ability and integrity
with which advertising mon build upon
tho basic opportunity which is pre-
cor aI tn, tbpD