New Britain Herald Newspaper, June 8, 1923, Page 20

REDUCTION IN ADVERTISING MAKES BUSINESS WORSE, BABSON DECLARES Statistican Believes Merchants Go to Extreme, When Trade Slumfy Breaks, to Their Own Disadvantage (Quoted Locally Only by The lHersld), Atlantie Oity, June §-—Roger W Babson, guest of the Assoelated Ad vertising Clubs of the Weorld in epn ventlon addressed the main hedy of the meeting or Wednesday and Thureday. Mr, Rabson is mueh in. terested in the latent power of ad vertising both in connection with the distribution of goods and as a faetor in studying busi econditions. “When the 4 ciated Advertising Clubs of the World was formed, there wWas 4 great need for systematic vig- flance guldance,” sald Mr, Rab. son, he condition of the advertis. ing world was far oW Average business in usefulness and merality Advertising was largely confiped to patent medicine manufacturers, the atrical troops bogus stoek pro moters, Advertising was considered & gambler's game, The saying *Everything 1s fair In war and love" was oxtended to read 'Bverything is fair In war, love and advertising.' “The first task of the new gation was to form vigllance mittees and bring about he vertising, It deserves th ecredit for the work it has done and s doing along this line. “There are, however, other things which are equally important, and perhaps more important when all possibilities are considered, If one looks ahead to the future of adver- tising he sees three additional flelds of development “The leading ndvertisers are each year giving more thought to the ques- tion of competitive advertising:+ By competitive advertising I mean adver- tising which does not benefit the country as a whole, There is noth- ing dishonest in both the Standard Ofl company and the Texas company erecting large sign boards at the same point on a country’ road. Moreover, I am. not criticising either company for doing this. If one company does it it is perhaps necessary for the other company to do it. I, however, am sure that these signs do not in- crease the sale or use of gasoline and in no way benefit the country as a whole. “The cost of such competitive ad- vertising is ultimately borne by the consumers. From an economic point of view such advertising is a direct organi BOSTON REFRIGERATORS Real Coolers that will keep the and the butter Top Icers— $22.50, nation as hole. The atry are hest off whes ] f s . Theve eliminate 80 far a8 § e, W lahor and te abor for the aetua proedueti and distribution of Instead of erecting g boards, carpenters should be huilding houses for working men; instead ¢ eleetrie power for eompetitive tising, it should be used produetive industrial purp stead of wasting newsprin tive advertising, the same space should be used for eonstructive ad vertising ‘Every sensible man recognizes the value of constructive advertising. Ftatisties show clearly that most goods can be sold more cheaply and offectively through advertising than in any other form. Advertising, when preperly used, 1s considerably cheap- or than selling through salesmen and clerks. Not only is the cost per sale less, but, when sclling through the newspapers or the mails the maker knows Jjust what he promises, The firm, however, who depends upon a crew of salesmen does not always know what the salesmen promise, There are many other economic ad. we @ would strive to Ps8uTY goods competitive vantages gained through the intelli.® gent use of the constructive advertis. ing “Finally we shall have what I like to call ‘ultimate’ advertising. The history of the advertising agent will be similar to the history of the bank- er, Banking as you know started with the pawn shop. The loaning of | money in its early stages was looked |upon as a. most lllegitimate business and carried on under cover by ques- | tlonable people, Usury was not only banned by the churech, but by legisia- | |tion, It was only comparatively a few years ago, consldering history as a whole, when banking was recognized as a legitimate business. “During the past hundred years | banking has gone through various stages, The first campalgn was to | eliminate dishonest banking; the next| | step was to eliminate competitive | banking; and the present generation | | has been engaged In constructive | banking, The country Is now learning | hawgvar, that the banker has a great | W.§.QUINBY COMPANT alouraine Coffee might as well have the best~ milk sweet hard. Economical of for every need in our big assortment. $27.00, $30.35, Two Door Front Icers— $30.50, $32.40, $37.80, Three and Four Door Front Icers— From $27.00 to $103.5C NEW BRITAIN DAILY HERALD, FRIDAY, JUNE 8§, 1923, epportunity in steadying business ¢ kless ¥ Hitiens 1 prev arned 1 & peri . panie ean be prevented A8 the rate during per prosperity It has be bank rate bears the same re business that the governor Hence, the banks inited in the Fed ean eon- e sole ab: | hooms earned that 1) lation te bears to an engine have been recently eral Reserve System which trel the diseount rate with t eet of ellminating reckless and preventing needigas panies 1t however, you -~:.'v ik with any thorough'y wrmed In eoonomics, he will te W that the goal eannot he reached exeept with the help of the advertising man of the eountry and the transportation sys. tems, The three greatest faetors afs feeting business are money rates, ad. vertising rates, and transportation rates. (iiven control of these three factors one ean go a long in| eliminating the hills and valleys of business, The Federal Reserve hoard is doing as well as it ean with oenly| one of these tools, hut at present it 18 like a carpenter with only a hame mer, and without a saw or chisel The Interstate Commerce Commission whieh controls the rates of transpors | tation, have the saw; but the adver-| 1 left out of things ARE you unpopular because of a clogged rough blotchy skin? ‘There is no need of enduring such em- barrassment or discomfort because, unlessitis due to some serious internal condition, Resinol Ointment is almost sure toclear the tronble away—prompt- ly easily and at little expense, Resinol Soap, in most cases, should be used kin to receive the Resinol mod- delightful soap for the tollet, | bath and poo. Your druggist sells the Resinol Products, Resinol CHICAGO i Tourdine | uflm "A g ice, too. "A size 83375 $40.50 C. C. FULLER COMPANY 40-56 Ford Street, Hartford Overlooking Capitol Grounds A Low Price Store For Good Furniture Lenefit business as & whole, but wouid At these Whe have advertising snd those whe have o sell. Business In il be helped by what | Witimate' advertislng. May s the day when it will be A concern stops advert) eatise its business has falles the faet of its stopping makes busines still worse than erwise weuld be Ta speak tie advertising beging o because business beging to decline but business declines ! the depth mueh worse than it otherwise would because advertlsing is Scereased. The changing of advertising rates and raliroad retes tn accordance with the JBabsonchart would not enly greatly want to reduce the siae of our papers er & period of years. Rather 1 want to see Lhem continue 10 Inoreass i size. 1, however, do object fo & big paper one year and & small paper the next year, Business conditions will become steady and gradually in opease only when the ameunt of ad vertising becomes steady and gradu. ally inereases. Violent fluetuations In advertising are not merely the result of, fuctuation In business; but are largely the eause. tising men have the eohlsel Bame sy your ‘Assoclated Advertising Clubs of the World' will tak question of uelng advertising retes as 100l in cons with the steady ing of business conditions. When business is recklessiP ex- panding, advertising vates should be materiaily increased; so that business is depressed advertising rates may be correspondingly reduced, One of the best barometers of business Is the sise of eur dally papers. I de net| up the statis fall ot et when General business as reflecipd in the Babsonchert eontinues in salistactory volume, rupning this week at 2 po cent above normal “Apex” Line at It tests the ahility ‘of an adverlising man o do justice to these splendid Blue Serge Suits P& Q “Master-Built” Suits 25| P& @ “Apex” Suits Hand-made, in specially chosen fabrics, in a choice $ of colors and styles thatwill surprise and delight you. P& Q “Bench-Made” Suits The highest attainment of the weaver's art and the $ tailor's craft. Compare with finest custom work. I2& @R Summer Suits Palm Beach, Panama Cloth, Havana Cloth, Coolkenny Crash~- all styles, all models. 5 Genuine Mohairs *15 *17%2 Made of high grade Serges, and undressed worsteds; tested for color; London shrunk and hand tailored — they should be compared with suits usually sold by individual clothiers at $40 to $45 : Hundreds of colors to choose from. Models galore. As makers of Clothes for our forty stores, into millions annually, we can safely say that whatever you expec! to find in superfine Blue Suiis for young men, in style, in model, in fit, in workmanship — you'll find in these “Apex” True Blue Suits. You are invited to look — to compare! A few momenis with the Clothes will tell you more than pages of advertising. You are welcome! The P& Q Way Is the True Way To Clothes Economy 306