The Key West citizen. [volume] (Key West, Fla.) 1879-current, 1926-05-24
Truthful Advertising Most
Essential In Every Instance
OFFICIAL OF ORLANDO
CHAMBER OF COM
MERGE MAKES COM
MENT ON ACTIVITIES
Dy Associated pressl

biggest of all considerations in
connection with the Florida COM
.munity advertising body today,
declared Carl Hunt, executive
vice president of the Orlando
Chamber of Commerce and for
several years manager of the As
sociated Advertising Clubs of the
World, in addressing the meeting
of Florida secretaries of Cham
bers of Commerce here, this fore
noon, is that it shall be not only
absolutely truthful, but outand-
ingly convincing as well.
81 do not speak of Florida
alone" he said, "When / say that
the great weakness of community
advertising in the past, and especi-
ally direct mail advertising mat
ter, such as booklets, etc, is that
it has so often been untruthful.
| believe that Florida communities
have sinned less in this respect
than communities in some other
parts of the country.
s'If the truth about your town
is not good enough, you had bet
ter not advertise it at ALL" he con-
tinued. People of all classes re-
sent being lied to-. and leading
commercial advertisers learned
many years ago that the man who
misrepresents in his advertising
is not only knave, but fool in
the bargain. Such advertising
does not pay. 1t is money thrown
away. If either the text or pic
lures in your literature give a
false impression of your city, you
| will be better off if no one who
sees it ever comes to see the
I
town, because you cannot afford to
start off with stranger by hav-
ing him discover that you have
lied"
Mr.. Hunt said that some time
ago there came across his desk
two folders advertising Florida
communities. One was a new
booklet issued by the Orlando
Chamber of Commerce in which
every illustration, including the
cover, was taken from actual
photographs. He said anyone who
wished to do so might go to a
certain point in Orlando, and
looking across Lake Eola, pick out
/ everything shown on the cover, in
cluding the color and the flowers
in the foreground. The artist was
not permitted to change one line
The ether booklet, he said, came
from city considerably smaller
than Orlando, but he declared that
if you were to look at the cover
of this booklet you might think
you were looking at the sky line OF
lower Manhattan.
'Some time ago said that pub
licly," said Mr.. Hunt, "and after.
ward | had letters from two men
explaining about their sky line;
and telling me something about
their literature. Oddly enough
neither one was connected with
the Chamber of Commerce which
did issue the booklet | was talking
about"
The speaker said that an adver
tisement, To be effective, must b,
Seen
Read
Understood
Believed
Acted upon
Whether it will be seen (iu thu
case of direct mail advertising
whether it will be noticed oi
whether ii viii get proper atten
tion( depends largely on its at
tractiveneSs, he said, and he sug
geSted that communities that can
not afford to issue large quantitic.
of attractive literature might bet
ter pat out smaller quantities ano
be more careful about the methos
of distribution, thus making thi
smaller number of pieces serv,
more usefuily. A good deal oi
such literature Is wasted at tbs
best. he said.
He advised against the use o.
statistics, generally speaking. es
peeialiy where they set forth IL
tabulated form. He also said tina
charts and diagrams were no
generally effective in such adver
tiSing matter.