The Washington times., 1925-11-16
"AD MEN OPEN
YEARLY NEE
HERE
c. J. schumann, Brooklyn,
Praises Exploitation in
Opening Talk

advertising Is the cheapest
method Of selling products In large
quantities" the Association Of Ma
tionaI Advertisers was told today
at the opening Of its annual con-
vention in the Mayflower Hotel by
the president of the organizat ton.
CT. Schumann, Of Brooklyn N. X.
Mr.. Schuunann, IN his address,
tore to sldfeds the ancient argument
that advertising increases the cost
He declared that this theory had
been dispfoven time and time again
and held that exactly the contrary
was true Through advertising. ne
told his associates. large production
was possible. thus decreasing the
cost Of distribution.
Price Cutting Battle
Edward A. Filene. prominent Bos-
ton merchant. Analysing the out.
Iook Tor national advertising. pre-.
lIicfed q battle OF price-cutting and
4 subsequent campaign OF wage
cutting IN the United States, as g
result OF cheap composition from
European countries. He pointed
out that Europe Il forced 70 ex-
port its products IN large meas
ure, and can produce under low.
er living standard than that q
the United States:
The survivors OF this domestic
hattie az American producers. de-
clared Mr.. Fiiene, will be the DUST
nesses in which waste has been
eliminated and scientific methods
introduced. Mass production ana
mass distribution will then pc
forced upon America, he said, ana
this will tend to lower prices ana
increase wages simultaneously. Ma
tionally advertised products. ne
stated. were manufactured and sold
through the mass" method.
The report Of Secretary.treafurer
r KS Ieayftt was largely statisEl-
cal. It showed that 343 nationally
known firms are members of the
association and that more than zoo
are represented at the convention
by advertising managers, sales ex-
acutives and other officers.
III. w. Prentis, jr., general sales
manager of the Armstrong Cork
Company, addressed the convention
on Merchandising Through the
Jobber.p
On sightseeing Trip
Wives and daughters OF the dele
gates today were taken for a sIht-
seeing trip through Washington,
concluding with luncheon at the
Columbia Country Club.
Tonight, the principal social fea-
ture will be ACKNOWLEDGEMENTS
at the Congressional Country Club,
for which special features of enter
tainment have been arranged.
The entertainment program OF the
convention. distributed among the
delegates TODAY, contained various
cryptic remarks concerning the
amusement to be provided at the
clubhouse tonight. According to the
program, the Zy;nole Trokey Quar-
tet, an organization unspoilcd I'y
training, will sing Look at the
Poor Boob New" sentimental
ballad, accompanied by ILLUSTRATED
slides. Professor Pilsch, the re.
nowned scientific authority. Is also
on the program. But the browning
event apparently is to be a male
beauty contest, in which the wives
of the contestants will be the judges,
the winner to receive the envied
title OF Mr.. America"
Secretary Leavitt thus explained
the relaxation which the delegates
are to enjoy during their three-day
visit here. For three days they will
be closeted, in executive session, at
the Mayflower, 10 hear the serious
side of advertising. In the evenings
they will rest their minds with fun.
Tomorrow night the annual banquet
will be held.