The Washington times., 1927-12-14

| WILLIAM Al. HART AAor No'AoA,'
| New President Of The Association II
/ of National Advertisers
William A. Hart elected president Of the Assoca
on Of National Advertisers their recent meeting in New
York. speaks of advertising "a wonderful tool the dis
pcsa of business In his address accepting the important
post president Of association representing the greatest
industrial enterprise in America he emphasized points
the Importance of making efficiency really EFFICIENT and
the importance in advertising Of SINCERITY and avoiding
exaggerated statements.
Mr. Hart quoted Dr. Julius Klein the Bureau Of Foreign
and Domestic Commerce. who said There probably greater
necency among soaed efficiency organizations than
place else Everything, machinery, education, advertising
be made complicated that half the energy
is lost in the effort to increase efficiency.
Advertising is the important work. and good advertis
ing the greatest problem industry commerce ONCE
THE GOODS ARE PRODUCED.
you HAVE what the people want and they don't KNOW
that you have it, you fail you have what they want
know how to let them KNOW you it, failure impossible
TO produce and assemble what the people task
Of the manufacturers and merchants To let the people know
that the product available the scientific task Of pro-
fessional advertising men.
Every manufacturer knows that is necessary to specialize
production and to UNDERSTAND principles production
Every merchant knows that it necessary understand
merchandising.
More than half manufacturers and merchants do not yet
realize that advertising is special INTRICATE difficult
prdeSSlOn specialization
edge Of many kinds.
Many business man who would not dream of building
chicken coop without consulting architect builder
magnes that he build successful advertising campaign
for himself. He CANT, and many failures prove it.
An advertising man must first understand the goods that
he advertses He must know WHY people them, or
the of improved product he know how to
make them believe that they OUGHT their own
sake.
An advertising man must know the use Of the English
language construction Of phrases convincing Short simple
use Of words.
Nothing be pathetic than amateur advertising
which doesn't know where to begin when to stop.
good advertiser preparing his copy realizes that must
do with every piece of advertising FIVE things:
First, he must make people SEE it.
Second, he must make them READ it.
Third, he must make them UNDERSTAND it.
Fourth, he must make them BELIEVE it,
FIFTH, he must make them WANT it,
the advertisement fails in any ONE of these five things
Il fails in all five.
advertisement and business for its protection promo
tion, should understand that.
The Association Of National Advertisers spending more
than $500 100000 year giving information to the public is
one Of the greatest forces in building national business and
prosperity.
To give people the benefit Of low prices YOU must manu-
facture and SELL in quantities For QUANTITY sales that
give profit to the producer low prices to the buyer are
based ON INTELLIGENT ADVERTISING.
At its recent meeting when Mr. Hart elected presi
dent the Association of National Advertisers emphasized the
Importance Of simplicity and LACK OF EXAGGERATIoN in
all advertising
Advertisers should bear in mind the history of the three
merchants that established themselves the same block
The first advertised The Greatest Store This City
His competitor next door advertised The Greatest Bar
gains in the World
The third intelligent man. claimed THE Best Bargains in
This Block and got the business