Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-03-01
|SAyS ADVERTISING
AIDS PROSPERITY
Trust Company Official De-
clareS 1t Will Help Dis
tribution Problem.
Special Dispatch to The star

Special Dispatch to The Star.
NEW YORK. March 1.-The coun-
try's chief problem now is distribution
rather than production and its solution
will be facilitated through a further de-
velopment of advertising, Francis H.
Sisson, vice president of the Guaranty
Trust Co., told 1000 members of the
Merchants Association at a luncheon
here under auspices of its members
council. Those present included ad-
vertising executives and the business
heads of metropolitan dailies.
Business seems to be on the upgrade,
he said, and while it Is not yet possible
to say that 1t Is back to normal, the
past two months have revealed notable
progress
Advertising, instead Of increasing
the costs of producing and selling goods,
greatly decreased such costs" he de-
clared. 1T Is perhaps the greatest
agency of natural selection in the BUSH
ness world. 1t promotes the survival of
the flttest in the struggle for existence.
1t is a powerful weapon in the hands of
the manufacturer who turns out the
best product, or who turns out the
same product at the lowest price.
Efficiency in Business.
1.-THE efficient producer quickly gets
the bulk of the trade, expands his plant.
becomes an industrial giant, and by his
very growth is enabled to reduce his
costs and his prices still further. Thus
advertising facilitates the mass produc-
ton, which, through its almost unbe-
lievable economies, has worked hand in
hand with higher wages in bringing
new comforts within the financial reach
OF the great body of the population"
AdUnrficiYao he =
q science, he said. The science of ad-
vertising is the science of psychology
and the science of psychology is a
science of the human heart. Eighty
per cent of successful advertising is
based on psychological analyses in the
realm of feeling, he asserted. The
wants of the heart must be vizualized to
make advertising successful he added
Colby M. Chester, jr., president of the
General Foods Corporation, predicted
tremendous increase in national pros
perity. He based his statement on sta
tisticS prepared by a national business
research organization.
The 100000, 100000 of our national
wealth will be 81 1000, 000, 900 900 before
men now living die, and they will see
the national income of $4,000. 900 900
doubled" he declared.
This country now produces 10 per
cent of all the oil, so per cent of the
wheat and cotton, so per cent of the
copper and pig iron and 40 per cent of
the lead and coal of the worlds out
put, he said. Americas banking re-
sources are two-thirds of the total re-
sources OF the earth, and its purchasing
power is greater than that of 500, 900 900
of Europeans. All this, he asserted.
puts a responsibility on MANAGEMENT
which has no counterpart in industrial
history. To meet 1t, he said, it will not
be enough to leave a record of increased
assets and earning power, but the man
ayers must enhance by every means in
their power the regulations and good
will of the organizations committed to
their charge.
Advertising Expense.
Food abSorbs 26 per cent of our ma
tional income, he said, and it was in
evitable that mass production should
md its way into the food industry He
forecast early economies in the diStribu-
ton Of perishable food products through
the use of quick freezing processes so
they may be sold in neat, sanitary pack
ages.
Mr.. Chester said that he doubted elf
any executive of national advertiser
could justify automatically his adver-
Using expense to his board of directors :"
1T is at best case of feel, of intui-
tion,' ne added. but we are learning
each year from experience and, un-
doubleday, great Roadway has been
made in establishing relation between
advertising and sales. It still remains
true, however, that there is substantial
waste. If We were to indict anything
for this waste 1t would be competition
I suppose it would be herettcai to sug-
gest that at some distant date competi-
ton can be safely cut down. Those
who would instantly brand this idea as
ultra-radical have failed to appreciate
the great moral uplift that has taken
place in industry"