Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1924-11-13
ADVERTISING IS
NECESSARY SAYS
MARTIN PIERCE
Men Who Does not Ad-
vertise Pays the Bill;
Confidence Increasing
and Business Aided

Pointing out that the man who pays
fcr Advertising is the man who does
not advertise, Martin l.. Pierce, ma
tionally known business expert. en-
phaxizcd the Importance Of newspaper
advertising as connecting link be
tween r, liable producer and salts
fled consumers, in his talk to business
men Of Brownsville. delivered yester-
day afternoon in the Chamber Of Com
merce
He outlined three periods, or cycles.
,cr business. The first pert-d Is one of
prosperity. when anyone can 90 into
business and succcg d. the second period
one Of hardship. when even the best
business men cften fail, and the third
period being the M rchandising pc
riod or the period Of plenty Of pro-
duction and craftsmanship, the N wing
ftrcc to the consumer.
In illustrating the value Of adver
tising. Mr.. Pi' rec brought out that
when stranger comes 20 town. the
retailer always finds out about hmm
before he agrees to allow him credit.
in other words. he does not know the
man. as he does his customers. 1T a.
Pierce said when customer comes
in. II h sees some kind of gools that
he has seen advertised nationally, he
has no hesitancy in purchasing ~.
Makes Profit
To-day the merchandisec that is
making the dealer the most PR fit is
the merchandise that has been widely
advertised by the manufacturer or job
L. g.. .sk t.t. huy - all "a
demand before the dealer puts the
merchandise in his store.
In this connection Mr.. Pierce STR ss-
ed the Importance Of follow through
advertising. The cost % advertising
takes the price from the first sal s,
he said. but is amply paid FER By the
subsequent sales caused by the adver-
tising
when the dealer 10. brought face 20
face with these facts he must be i'm
pressed with the value ~ advertising
and its rlation to the distribution NJ
his merchandisr. lie must be instruct
ed in the continuous buying e his Gus
toners. lie must be interested in
having the merchandise move from his
shelves rapidly Hc must hc interest
chandisc constantly in his store.
The business expert next showed
how much of the business of any
community was lost through failure To
advertise. the mail order houses send
iug in advertising ami getting business
away from local merchants.
Women DO Buying
Bringing out that women are doing
most Of the buying in the country now.
women are reached by advertising. and
that most Of them read the advertise
ments IN newspapers.
Merchants who have been doing a
generous amount Of newspaper advcr-
,isinr VIII b. encouraged in the pre-
paraticn Of their future copy. Per-
haps the average retail merchant Is
ant his advertisement are to the wo-
men and these figures will probably
prove astonishing t5 him. tn fir
ures shcw that only small pcr cent
of n. women do not reai advertise
ments.
Mr. Pierce gave the functions of lc-
cal newspaper advertising an;
/. To drive the consumer Immediately
into particular sotra at specified
time 10 make purchase.
2 To enable the manufacturer 20 con
duct local try outs or tests before en-
barking n national advertising
3 TO effect and comba. unusual ac-
ttoninucd on page .