New Britain herald., 1924-06-12
SPEAKER TELLS OF
 THE GREATEST STATE
RotarianS Hear Best Method Of
 Reaching Ultimate Consumer
ALL MEN ARE COMPETITORS
Guest At Rotary Club Tells Business men and Manufaccurers How to Create a Greater Demand For Their Merchandise.

Create Greater Demand Tor
 Their Merchandise.
 AS long as man has more wants i than he can gratify and every man
 has, according 10 F. J, Ross of New
 York, an advertising and merchandis- ] ing counsellor, who spoke to the New 1 Britain Rotary club today, the prob l lem remains for every merchant and every manufacturer 10 convince him l that he wants one certain commodity and one certain brand of that com modity more so than he does an- other. This, he said is the work of advertising which is the only means Of influencing the state Of mind. which he characterized "The greatest state in the union"
 The printed word is the greatest power in influencing the state Of mind of the consumer, today" he said. His address was as follows:
 "ls there anybody here who has all the money he wants? No? That means that everybody here has more wants 10 gratify than money To grati- fy them. About 99 ii/l00 per cent of us over the United States are in the same position.
 "if tho cost of things we want were listed as liabilities against our re- sources of capital and income, most Of us would be insolvent Tho mar ket in which all of us do business whether manufacturers, retailers, bankers, raiways--is simply mar ket of wants The transactions that take place each year in inc market are simply the measure Of the wants that arc gratined.
 Whether tho wants be necessities or luXurles is immaterial--the result 1 is tho same.
 Balancing inc Budget
 ''The purchasing power Of the mar. 1 ket hnds its unit in the dollar--the | consumers dollar No two custom 1 CTS divide up their dollar just alike, ! because no two consumers decide to gratlfy the same identical wants. But as every consumer has more wants than he can gratify with his dollar. he begins al this point the balancing of his budget: and there begins nt this point competition between all of those who want share Of that dol lar.
 As We sit here manufacturers re- tailers and advertising men, don't let us overlook the fact that we ourselves are consumers and that we are just as natural in our wants as those peo- pie here in town or out in the nation, To whom we want 10 sell.
 How does it happen then that nach of ns spends his money as he does Uhat is, that part Of il that our wives don't spend?l And how does f happen that each of onr wives spends our money as she aloes?
 Tine way VIC spend our money each iear shows how each Of ns balanced ,s' lis budget.
 You may lay q concrete walk to four gate. l may not
 "fon may put copper screens on ! -our windows. l may not.
 You may equir your home eicc- | rically. may not
 You may paint and rarnish your I iorne regularly. I may not
 Your wife may serve prunes or 2 aisins several times a day. Mine nay not. T Your wife may load tho menu with 'rspefrtht and oranges Mine may | ot a Your wife may irsist on ma ahogany furniture. Mine may moi. [ The Way you spend your money | slis me what wants y0u most want Q gratify The way spend my $ Iouey tells you the same thing abou, | 1e. q And so ihs budget making of tbe Ii idividual and of the family goes on ! ! is infinity of variations. duo ,o an 'hriiy of influences. It is this budget o .hether Of the individual. of the fam s, ' or of the business concern. ina, a the real battle ground of cornpeti- b on. Each Of us wants that budget ci profide 2 place for our product.
 " ' haze q surplus of siUn tha, . m Tree 10 spnnJ as like and I have q iree wants, each costing s1pH. if is T ain that tHo of them will ro up- | I 'aiIhhd ! may want sI0B worth of 'ncreir walk. of copper scfesu. or or I' ertrical utilities. If buy fbe eon- 'eie walk. the copper screen mann efurer and the electrical ufiufv anufaeiursr lose out for tbe time ht ing foH may have the sf00 ana d scide on Inc copper screens. That cd iH cer-afrly leave The t.orrr.,a K
 tcoHtinned on Third rsreD ar
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