New Britain herald., 1924-06-12

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 merchandise. we merely have to re
 view the commercial battle ground
 the consumers dollar. We mercl,
 have 10 study the influences that dc
 termine how it is divided up.
 ITO make thinking easier, one cal ] review his own budget and the in
 fluencos that affect him in dividing LII
 his dollar.
 Men spend--women spcnd-ac cording to their state of mind. Tn, subject of this talk Is Tine Creates State in the Union" With apologize. ! for the pun. the state l mean is tho state ot Mind"
 The state Of Mind
 Out in Cleveland. as we sir here We are witnessing som. Of the ma chincry put in motion by great DO.
 itical party, to capture the public state Of mind or at least. the major part Of it. \ week from now. We will witness another great political party going through the same per formance. Both parties have been turning their wheels for long time in anticipation of next November 4th. The big job that will cuImina,e on i that day is divided into two parts getting out the vote, that is, gettiug as many voters as possible interested in politics, and seconda getting the votes into the right column. that is. getting the voter to buy a particular brand of politics. Every resource within the power Of both parties will be utilized 10 bring a hoped for vic tory on November 4th.
 Power of Printed Word
 The greatest power at their com mand is that of the printed word. 4 few voters will meet the candidates. many voters will see and hear tbn orators, but the millions will read the speeches, the editorials and the Biographical eulogies, A listening audience of 5000 for any one political speech will be a large one, but a reading audience the next morning with the daily paper may number from 5000 10 5oo,o0O. Let us hone that this furious onslaught on the ma lonal state of mind will neither asphyNiats it nor bevilder it.
 But why these election contests lasting several monthsp Recause i, has been known through the cen. turles that the state Of mind ia neNible proposition open to influenc. It IS known that q party with a bad cause, aegressiNely and resourcefuIly pushed, has more than once got the decision over a party with A good cause, too complac.nt in its dignity and self-assutance,
 But We are not here 10 talk po,i- ties. eLt us come back 10 the cop. sumner His income may be high ar low his social rank may be high or !o"' ms natural tastes may be ex- traNaGant or conservative. All Of these factors are very importan, m their Influence upon him when he comes to divide up his dollar or ,o lay out his budget. But inc con. snmer's mind is always open to in- formation, 10 impressions and to in. huences-the effect of which is seen when he has spent his dollar,
 AS new wants are created ,n hg. mind, new balancing of his hudea, N brought about. For in the last analysis he buys what he wants mos, What he wants most is determined hy his state Of mind. 1T we are roinv to sell him our product, that i, whore we must reach him.
 Advertising aims at the state AZ mind. There have been many good dehnitions Of advertising written. T., us quote you one or them. written ,,. other day It seems to it here.
 Advertising plays it's proper part m any business if if builds and main. tains the right mental attitude on inc part or everyone whose good will and consequent action is important ,o ina, business lt works upon the mind. or old customers and prospective new 1ustomers. lt includes sales orgapiza- lions. lt may include other mc,nbnrs of the organization in production OF b, Inc executive offices. tt ma, inrtudc NC suppliers Of raw material or DOS. sibly the sources of financial support Ii includes dealers and their cIe-ls It certainly includes in its effect. com. petiiors
 "Adtettisins is selling by the pript- ! I'd words. Ii does not duplicate the 'hort of sales organizations. ft aug. nents tho volume of their opportuni. i les and capitalizos their time. tg if 3 done soundly it expresses tho fun ismcntal character Of company and ts products or service. keeping clear ind simple and permanent that com l 'any's ohjectivcs. lt goes where sales nen cannot go"
 Competition
 There was time when competition 'as considered to be 2 state of war Aisting between individual manufac. nrers in a given field. If yon were 0 ask clear Havana cigar manurar- urer if he considered the msrufsc- urcr of domestic cigars as his com. etitor. he would say. "Oh. nc. iie 1akcs different line from mine 'ut he is wrong. Every cigar msnu- .'