Evening star., 1924-11-15
URGES STANDARD
RADIO ADVERTISING
Better Business Bureau Of
ficiaI Says Public Should
Be Protected.

Be Protected.
Standardization of radio advertis-
ing was urged by Louis Rothschild
assistant manager of the Better Bust
ness Bureau, at a special luncheon
meeting Of the Radio Merchants AS
sociation Of Washington yesterday
afternoon at Harvey's. Mr.. Roths-
child submitted to the organization
eight recommendations to govern ra-
dio advertising, which will be acted
on at the next meeting.
Through the Standardization Of
radio advertising, Mr.. Rothschild
pointed out, Misrepresentation would
be check ed, while at the same time
verttsements would be created. The
recommendations of Mr.. Rothschild
follow:
Il. Appropriation Of radio tube
type numbers. or any substantial or
material part thereof. such numbers
having been originated by and be-
come identified with the products OF
certain we'll known manufacturers is
a form of unfair competition. Illus
trations of such original type num-
bers are w. d. 12.' u. w. 1897 and
'201-A' as applied to tubes of the
Radio Corporation Of America, and
ID V-2 as applied to the tubes manu-
featured by the DeForrest Radio
Telephone and Telegraph Co. Tubes
manufactured by any other companies
should be advertised and sold under
their own original and distinctive
Identification marks.
should Specify Source.
containing certain licensed parts
)earing the names Of well known
manufacturers OF sets using the same
circuits should be advertised and
sold in such way as to make It per-
fectly clear TO the public that they
are store built rather than factory
built Neutrodyne sets are a case
IN point.
3. Claims for radio apparatus, such
as distance reception. should in most
cases be based on average perform
a0ce rather than some rare. excep-
tional feat. II the exceptional in
stance is featured. the advertising
copy should make clear the fact that
the same result is not to be expected
in average day to day performance
Much disappointment and dfssatIsfac-
tion may be avoided IL radio novices
are given some Information in ad-
vance that atmospheric disturb bs nces.
seasons and other conditions affect
| radio reception
~. Merchandise advertised ss
being reduced from d certain list
price and represented possessing the
list price value should carry all of
The advantages. such as factory
guarantees and repair privileges. to
which any purchaser who buys at
t:e regular list price is entitled.
otherTise. tile customer is not get
ting the complete service or value
that IS Included in the regular list
price quoted in the advertisement,
o Advertising OF radio sets
should state what accessories if any,
are included at the price quoted, and
IT accessories are not included this
! should be apparent from the wording
and arrangement OF the advertising
copy.
IS. Claims as to batteries and other
accessories should accord with such
limitations of performance as recog-
nized scientific opinion in the indus
try has determined that the pur-
chaser may reasonably expect from
a particular type of product Guar
Gntees, refunds and other sales ap-
peais should be free from the am
biEutty 'or tricks that sometime g
make them the course Of current dis
, satisfaction and q future distrust of
advertising.
-. When a set is advertised at a
! reduced price after the model has
| been discontinued by the factory, ii
should not be represented as still
possessing its regular list price in a
way that leads the public to believe
! that it is securing a much better
current value than actually is the
i case.
IS. When any particular piece of
radio mercha rdise is featured through
advertising as a leader, the concern
should be required to have a suffi-
cient supply on hand to I'LL a rea-
sonable public demand
Plan Prize Contest.
Upon the recommendation of the
board of directors. the association
voted to conduct a prize contest for
a suitable insignia for the organiza-
ton. 4 dial is now used as the as
sociation's insignia, but J. Fred Hu-
Der, president. pointed out that 1t
Is not effective. Several expensive
radio receiving sets will be awarded
as prizes.
A STAG party for members OF the
organization was approved. A COM
mittee will be appointed by President
Huber to make tho arrangements.
Announcement was made that Alfred
l. Stern, director of the radio show
de lux at Wardman Park Hotel, had
invited members Of the association
to be his guests on November 81.
The association accepted the invita-
tion and will attend en- masse.
Three new firms were admitted to
membership. They are: Charles
Schwartz & Son. H. c. Roberts Elec-
trical Supply Company and the
Southern Automobile Supply Com
pany. Inc.