The Washington times., 1922-09-20
HUGE BUSINESS
REVIVAL NEARS,
EXPERT SHOWS
Stock Up on OPTIMISM" Ad-
vertising Club Is Told by
Charles w. Myers.
Continued from Local PageJ

Continued from Local Page)
allze that acquaintance, friendship
and confidence form the basis of
your business.
1T is your responsibility to make
advertising stand as the first funda-
mental In this lineup. Surely there
was never a more important oppor-
tunity than at the present time for
getting the full force from your ad-
vertising effort.
Basic Principles OF Success.
What constitutes a successful
railroad? The rails, the ties, the
equipment. the area covered? No.
II is the management, the putting
into operation OF each fundamental
requirement. What constitutes
successful advertising campaign?
The products. the patrons, the pos
sibilities? No. 1t is the intelligent
application OF each requisite which
will place the article on the market
for profitable selling indefinitely.
advertising itself takes root the
very instant that a label Is placed on
an article. Each time the name is
repeated the function OF advertising
Is apparent. The limitations Of its
saleability are determined by the
policy Of advertising.
with all our knowledge Of adver-
tising and selling some manufactur-
ers and merchants, through their ad-
vcrtising departments, persist in sail
ing unchartered seas. They proclaim
to themselves that their products are
so different and the safe, round and
tried methods will not do. Frequently,
and most unfortunately. too, there Is
too wide an abyss between the head
o: the concern and the head Of the
advertising department. 1t is 4 sc.
rious mistake.
The advertising department 10
not an isolated or unrelated section
OF the concern. 1t is a factor as i'm.
rortant as the sales and manufactur-
ing departments. Most successes in
business may be directly traced to a
complete and unified functioning of
these three branches. Most failures
are due to lack Of II.
Lessons Taught by War.
The great world war taught US
many lessons. We know the purpose
Of the big sixteeninch guns. They
mendous effect at long range, but II
was the individual soldier with his
rifle and bayonet who effected close
contact and put the job over.
"If your business depends upon
local distribution. employ close-range
methods. Utilize your daily newspa.
pers and such other media that will
register results. Use enough space
to be specific and definite in describ-
ing your products. Simply because
we and our company's associates
know all about our products is no
sign that the public is acquainted
with us.
1T is we'll to consider that the
buyer never heard of us when plac.
ing our advertising. 1t would not
take long for this selfsame public to
forget us IL we ceased to advertise :
Last but not least. permit me
to again emphasize the necessity
of closer contact with your mar.
kets. Study and devise new ways
to interest your buyers. keeping
ever in mind the necessity Of eN.
pending your appropriation with
greatest care.
Your board Of directors may not
know much about the practical
side OF advertising. but it doesn't
take them long to determine
whether their advertising has been
a profitable investment.
Yours Is a big responsibility. You
will soon have the greatest oppor'
tunity in your career to demon
strate your value to your company
From the Middle West I bring you
tidings Of hope and good cheer.
Our best days are before us.
Let us alt rise to the return Of
prosperity and through our past ex.
perience show 100 per cent effici-
ency-PLUS!