Evening star. [volume] (Washington, D.C.) 1854-1972, 1928-10-14
ADVERTISERS URGED.
TO STUDY PROBLEM
st. Louis Auto Executive
Gives Address on Expert
ence in Buying Space.

That the vendor of advertising must
thoroughly understand all phases of the
business of the concern that desires to
do advertising before intelligent recon-
mendations on the expenditure of money
can be made was the keynote of
recent address by F. E. Moskovics, an
executive in the automobile world.
before the members of the Advertising
Club of st. Louis. Mr.. MoskovicS spoke
on the subject Advertising Cooper
alton in Everyday Business"
Robert E. Lee, secretary-manager OF
st. Louis Automobile Dealers Associ-
alton, and former president Of the
advertising club, introduced Mr.. Mosko-
vics to large audience Of business men
and told his hearers that the speaker
drove the first automobile into st. Louis
in 1908, just prior to the Worlds Fair.
Arthur E. Schanuel, president OF the
club, at the conclusion OF the we'll
received talk, presented Mr.. Moskovics
with a plaque similar to that given to
Col. Charles A. Lindbergh when the
Lone Eagle made his historic trans
atlantic flight.
Reviews Advertising Sales.
ence in the automobile industry, Mr..
Moskovics has purchased thousands of
dollars worth of advertising space and
he reviewed some of the solicitations
that have been made by sellers OF
advertising space.
II bow to none" he said, Gin my re-
spect and regard for the power and i'm
portance of advertising, but at the same
time I do not want to blind myself to
some of the all too evident evils I see
in it. There is room for wonderful CO.
operation between the seller and user of
advertising and the seller can render
a service of inestimable value to the
buyer.
THE first duty of the seller Of ad-
vertiSing is to establish the fact that
the product to be advertised Is worthy
of an advertising expenditure. Only
that which has right to exist will
survive-and the advertising mans
| first job is to carefully analyze the
needs of the business marketing the
product. Otherwise the money will be
wasted and advertising in general will
be injured.
Wise Expenditure Urged.
zone danger that want to point
out is the utter folly of small manu-
AdCOuACA VI W
equal the advertising expenditure of the
big companies. Just because a large
concern, doing a tremendous volume Of
business, spends enormous sums in adj
vertising is no reason why the concern
doing a much smaller volume of BUSH
ness should endeavor to keep pace.
Such a policy would be ruinous. And
the seller of advertising should be the
first to point this out to the buyer Of
advertising"
Mr.. Moskovics made a plea for all
men engaged in advertising to devote
more time and attention to the study
of the subject from every standpoint
to be better enabled to properly assist
the advertiser in analyzing his needs.
In conclusion, he said, II don't believe
there Is a business in the world that
has greater opportunities, a greater
future or more reason and right to exist
than advertising. And by better fitting
yourself to intelligently analyZe the
advertisers needs, its Importance will
be greater than ever and its good viii
be reflected in its general success