Webster City freeman. [volume] (Webster City, Hamilton County, Iowa) 1884-1946, 1922-01-30
WHY MERCHANTS
ADVERTISE.
Business is Built on Human
Wants, Says February
Number of the
Ad-Route.
CONSUMERS VERDICT
People Naturally Show Pref
crence for Advertised
Goods.
CONSUMERS VERDICT

Business is built on human
wants.
Everybody. for example. eats.
Everybody wears clothes.
Everybody uses furniture.
Everybody enjoys recreation.
The world has thousand wants.
II you're dealing in something
nobody uses, advertising wouldn't
pay you.
But when YOU advertise most
things You appeal TO basic human
nature.
And nobody could have made
human nature better suited to adj
vertising than it already is.
Those who use it hest will win.
"A firm purpose and the grit to
stick"-thp bulldogs mOttO-is
the years go-getter slogan.
The above is inst n little bit OF
business wisdom from the February
number of the Ad-Routc the Freeman,
Journals little monthly mag. mailed
today TO business and professional men
in the city.
An article in il which nigh; be of
general interest to the public is entitled
THE Consumers Verdict 1t follows
We know that some retailers have
a feeling that trade marked goods 90
not always serve their best interests.
1t is true that not all manufacturers
are above criticism in their methods
of handling business. Such mannfac-
lures deserve to lose.
But when effective national advcr-
tisinr is part of the service they
render the dealer--part icnlarly when
this advertising is placed in the
columns of the local paper where il
will surely influence buyers lii our
own trade area. then the advantages
of featuring sucll goods more than ont
weigh all minor objections
y.i The gain from easter sales and3
Quicker turnover ought to he reckoneo
into every merchants possible assets
Quick. turnover is. tie secret Of bigger
prcliS ON capital invested IN goods.
That this easier selling is Il fact. moi
a mere theory. wagsfecently ' len
strated by an impartial investigation
among consumers conducted by the Ma
tional Trade association. The results
are told by the Retailers Journal.
The first question was This:
When you go into a store and ina
two articles of similar nature for sale
at the same price, one OF which IS
national advertised article. which DO
you purchase"
The replies showed that
SO per cent buy the advertised ar
tlcle.
Sc per cent buy the unadvertised ar
ticle.
IS per cent were non -committal.
The second inquiry was:
when you find two similar artlo"S
for sale at different prices. the 'inad
yertised article being priced lower tfii',
The advertised article, which do YOU
buy
COG Der cent buy the advertised ar
ticlc.
2l.2 per cent bny the unadvertisc'
article
49, per cent were non c"mmlitai.
These results. secured by Il via"
spread test. can be verified by any in"f
chant who cares TO check up on 'si'
details; Of his sales.
When the national advertising Is ~"
before local buyers in ihr paper me! V'
selected as thc method Ivy which they
wish to l.e reached. then the ni;iiliil"c'
,1rer is imsuring IA Swifter turnover
neaning bigger profits per year. I" M
dealers.
That - buyers ont of 10 d"librratci!
s,.icc, the article with which they arr
familiar through advertising ana ina
II ont OF II will pay "a higher price
for the NEUTRALITY-SUSPICIOUS. afti
Gle. ought to be convincing.
II ought 10 determine every mrr"hah
10 link his advertising and all his sell
ing activities To the manufacturer
advertising that is run liz our columns
Jewell News.
Mrs. uelmer AIvcStad and daughtc