New Britain herald., 1924-06-12

that most everybody wanted more 0 5 lNs to keep his property painted an, vanished. The trouble was that nc enough of them wanted to do this s badly that they balanced their budge
 in favor Of paint and ,arnish. An,
 that was proved by a survey whicl
 showed that fully three -fourths Q
 paintable and varnlshablc property h
 this country was neglected. These
 paint and 'arnish manufacturers
 though they were direct competitor,
 in one sense, had a common cause
 which could only he won by joining
 their resources together. They said
 we are fighting like Kilkenny cats for
 the business of that one-fourth par,
 of the public which leans in favor of
 systematic use of paint and sarnish
 None of Us is getting any business
 from the owners Of threc-fourths of
 the paintable property. The automo-
 bile, the photograph. expensive
 clothes, nice furnishings, are going
 into millions of homes tha, need paint
 and Narnish as much as they need
 those things-perhaps more. If We
 don't speak for ourselves. nobody will. If we don't get owners of neglected
 property to give some Of their thought
 10 that neglect. we will certainly not
 get them to spend a share Of their
 dollar on paint and varnish. Let us
 join together and sell the paint and
 rarnish idea to the public. If sue
 cessful, we will make a lot Of new
 business for our industry that none
 of us has ever had before. And we
 will share this new business among us according to our respective merits
 and enterprise"
 The campaign I am speaking Of is the Save and Surface and You Save | AIT campaign-now in its sixth year
 I suppose I can speak with some au
 thority on the subject because it has l been duty of myself and associates to carry on that campaign. ! The paint and varnish industry recognized that all industries are com- 1 petitors for share Of the consum- l CTS dollar. and, therefore in a real sense, competitors of the paint and Varnish industry. The Save the Sur lace campaign is form Of insurance designed to bring an increasing share Of the consumers dollar to the paint and rarnish industry. And it is dcsng this handsomely.
 The copper and brass industry some years later reasoned through the same process and took similar action. Tho Portland cement industry, the mahog- any manufacturers, the prune and raisin and orange growers. have all recognized the same principle. And all have found advertising their pri. mary influence upon the consumers state of mind.
 In principle, this employment Of advertising by industries is no dif- ferent from its employment by an in- diNidual manufacturer. Both arc working to influence state Of mind favorable to a desired end.
 The individual manufacturer or re- taller who sdvertises is not only try ing "a influence a state of mind favor able to his particular class of goods, but 10 the brands or make of goods in which he is particularly interested. He is in competition not only with all other industries or classes Of stores which are bidding for their share of the consumers dollar, but he i, in immediate competition with all others in his same line of business. Here competition is at its aeutest stage and success comes 10 that advertiser who having s good product hest develops favorable state of mind toward fl and hest co-ordinates those other factors o' success ss-distribuiion, dis. play and close sales cooperation.
 Have we any advertising gauge Of the importance of state of mind in l the field of selling Accurate figures will probably never he obtained. The 1 range of activities. in tho effort tn in- | fluence state ot mind toward nier- | and services Is too vast. scy- | eral statlsticians have tried to figure . Il out and there Is quite general . agreement that the money expended . annually is approximately 2 billion dollars. Roughly. this sum is made ID as follows
 Newspaper ad,ertising. $500 0n. ooo which includes inc advertising of retail dealers
 National publications class pubiica- lions and business press publications -si5o. .onN. which is almost ex- rlusitClv tho advertising nf brand ar special services.
 outdoor advertising. about ESQ., 1nn. nn.
 Street ear advertising. about ss.. rn0. ono.
 Add ta this total nf around 2 half rillion another half billion. represent- Ing aii forms of window display and printed matter from the humble mail ng poet car to the 5000 page cataioe.
 Individuality.
 '"rhe figures iust quoted reveal an 'ther great neid of compcfi,ion-- for attention ,o ones par. irular advertising msssarc.
 When Mfr. Taylor invited me to ak on advertising. he made the com ucnt that most of us arc doing more 'r less self advertising consciously or inconsciously all the time. We adtrr- ise our personalities and ve advertise 'ur abilities and ve advertise our opinions. Some of us adycrtise our r1res m carefully organized plan t every opportunity. others of us brink from advertising ourselves. and n inc very act oF shrinking we ad- trtisa our modestv or our timidny ~hichever if is God helps those hat help ihsmsslves.' Certainly in tho irurgls Tor existence. whether CT hh iH5itidual nr of thr busiuess con- Frn. VT each have OUT orr battle fo izht and TO one wili fight our light , or us. though # does seem that you ,