The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1924-05-28

bandie about "a per cent of all the bet
ter class of national advertising in the
country.
Local advertising has for several
years followed the fluctuations-tn
curve as the experts call it-of ma
tional advertising, and the inolca''ohs
are that 1t is doing so this year.
After quoting the figures covering TINS
years and last years appropriations
handled by members, Mr.. OShaugn-
messy made this comment:
This is a significant volume be
cause it is sales practically assured by
the fact of advertising. Sales OF ad
vertised produHtS are sufficiently torceo
10 be dependably expected.
"Now. that advertising has been put
back of so large a percentage OF tine
commerce of the country, there Is less
opportunity for commercial depression
Advertised Good Economical
Nationally advertised goods are pro-
duced and sold more economically and
more certainly at profit and more
likely to sell again as consumption re-
quires. 1t is seen therefore, that In fore-
casting the business conditions or the
country, the advertised part of the bus
mess is so important that 1t must De
taken into account.
Advertising and commercial success
almost always go hand in hand in these
modern days. When 1 was boy in
Scotland, the only shoe polish we knew
anything about was Day & Martins.
It was advertised everywhere. Every
country store carried it. The firm did
a huge business and made an enormous
amount of money.
ALIAS, last year came this cable dis
patch from London.
DAY & Martin, the famous shoe pol
ish firm, are selling out because, as
the managing director says, We didn't
keep up our advertising.
ut was with their backing that Sam
Weller polished Mr.. Pickwick's White
Hart Hotel. Dickens Partially for
the firm arose out of his aversion to
and he received such a small wage that
to paste labels on their pots of polish
mad he received such small wage that
he never forgeve his employers.
"Referencse to Day & Martins pol
y are to be found in the works of
Carlyle, George hIAot, Tom Hood and
Bret Hrate.
In former years the company adver-
tised as extensively perhaps, as any
other concern in the country"
The other Side
Now for The otner side of the pic
ture.
From Homer j.. Buckley, the noted
advertising authority of Chicago, re-
Gently obtained lnlS Illuminating I0C-
ord:
"a group of retail stores in Chicago
conducted test Of the turnover Of
widely advertised product in compari-
son with che only slightly advertised.
This test covered a period OF nine
months and its purpose was to estab-
lish a consumers preference, with the
sales clerks maintaining an absolutely
neutral attitude.
THE articles chosen for the test were
Aunt Jemima's Pancake Flour, which
is heavily advertised, and three other
brands of pancake flour, which are
slightly advertised. All brands were
shelves. They were placed side by
side. So far as the stores themselves
was concerned, no one brand was push
ed beyond another in any manner
The clerks simply waited for the Gus
toners to indicate their preference and
then. tabulated the results. Here they
are for the groups of stores covering
the nine months period:
Cases sold. Pct
Aunt Jemina Flour. 1855 TN
Slightly advertised No. /. $50 Is
Slightly advertised No. g.. rs w
Slightly advertised No. g.. so
Since advertising begets business is
It not inspiring to know that far more
advertising is being done this year
than ever before?
Steel Is Awakening
Even the staid steel industry is awak-
ening to the fact that it has suffered
from lack of advertising. The announce
ment comes that the steel sheet people
are to spend a million dollars in adver-
Using to stimulate the use of sheet
steel, particularly galvanized sheets for
roofing. The copper people, led by that
far-seeing industrialist, John D. Ryan,
have stolen a march by conducting
nationwide campaign to popularize the
use of copper roofing.
Look at this clear cut picture OF how
advertising increases sales.
The figures come from the Fuller
Brush company: