Daily Tribune, Terre Haute, Vigo County, 12 September 1918 — Page 9

THURSDAY, SEPT. 12/- 1918,

ADVERTISING LIFE OF

i TRADE IN WAR TIME

William B. Coler Talks on Business j{ Conditions As Merchants Find Them Now. ii •i 'J WASHINGTON, D. C., Sept. 12.—

Jion. William B. Colver, ctiairman of federal trade commission, in an address jjo the business men of the country, !says that the* discontinuance or even '$harp curtailment of advertising because of temporary war conditions, 1"^ on Id seem to imperil the most valuable asset that any business has—• Inamely, its good will. No more faulty ijojfic can be found than that which itvould impel a manufacturer to cease ^•uildinjj for the future by means or adjl'ertisinR simply because the output of •his factory is, for the time being, restricted or because diversion of his facilities to war work has operated to withhold his goods from accustomed '{rsarketS. In modern business there «an be no sufflcient-unto-the-dAy policy.

In advertising the business man has 'built up the intangible or spiritual side his business, if such it may be desig£atod. aa distinct from the material «ide. It la the spiritual side, as represented by good will, that Is Blower ,^f growth and that is the mora seriously jeopardized by neglect—neglect l^hii-h could take no more disastrous

iising.than

orm an interruption to adver-

For example, if I have the requisite «apitaJ I can build alongside the plant Af the Columbia Graphaphone company tl factory equal in all respects to the Columbia manufactory. Assume that I can turn out an instrument comparable ki every way to the Columbia product 2nd in equal numbers. Yet I am not *ven a going concern. I cannot sell *iat instrument to the public in profltab'e quantities until I build up the good will that the Columbia company has acquired by years of advertising.

Value of Good Will.

Good will, in my estimation, is far more valuable than the physical proparty with which it is linked. The physical property is, in a npeasare, useless Without the vitalizing spark of good will. The Proctor & Gamble plant might be completely destroyed by fire, and yet the liavoc, would not extend to the commercial identity represented by the name Tvory soap. Far from sustaining loss, the good win inherent in the word "Ivory" would, of anything, "be enhanced by reason of that trait of human nature which makes the public the more eager to obtain that which is denied to it or which la obtainable only over difficulty.

That, at times wich a* the present, there should be some hesitancy regarding advertising policy may be because it has never been scientifically determined what proportion of advertising expense is an operating charge and what proportion a capital charge. In my estimation, only a small part, if any, of advertising expenditure is properly chargeable a« a current item of sales "xpenpe but is, rather, when translated into terms of good will, a permanent investment and hence a capital charge, oiven this convi-fion, it must appear quite as short-sighted to discontinue advertising merely because the war has momentarily interrupted distribution as it would be deemed unwise of a manufacturer to junk a portion of his factory equipment because there had been interruption to its use.

The manufacturer who has converted his factory to war work and has therefore interrupted the production of his original line, does not tear down and discard his expensive machinery to save the insurance premiums or other .similar expenses. Tt would be just as sensible for a manufacturer, whose commercial integrity is founded upon advertising, to abandon his advertising Jnmpaign in order to save the carrying rge on his greatest asset—good *!!.

Many "Sale*" Made Long in Advance. Not the least of the considerations, ertaln'v, that argue for the continuums without interruption of the advertising of all the concerns that will come ftark after the war, is that sales are in *fcality made ]0ng in advance of the naetual transaction that we commonly |j^fer to as the "sale." This will be ^specially true in the war period. it Por example, I have no doubt that, *i»ven under the normal pre-war condi*teons. thousands of persons who did not ijjoissess a musical instrument were sold jiftie. say, the Chickering piano. They ••tight be without means for the time *!$einjr to carry out their determination fl} own a Chickering. or there mi»ht be »»ther deterring reasons—fOr instance, a firmly might be planning removal to a •^--w home, and therefore disposed to jposfpone purchase. The underlying i'act in each such case is, however, that i|ho prospect had absolutely made up j»'P of her mind to some day own a jij ano and had come to the conclusion

tho

piano when it is purchased will

«»e a Chickering. Sih anticipatory sales may not be precisely on a plane with transactions (where an initial payment has been ji/iade. hut certainly they do have a J-|eal value, and are a part of the injnangible assets of the business. For :.he maintenance of such an asset, jjljowever. it is essential that there be Reiteration and reminders in the form «i*f continuous advertising that keeps i-i 1 ive the interest and the conviction

HAKES QUICK WORK OF FRECKLES

ii Here's good news for freckle faced nioikB. a chemist who used to have a crop of freckles, kept trying one n(t after another to remove the •.''mirsheji. Finally he experimented

danthol tetrate—a drug that has '.r'v \cw uses. As a result, he found hat is piobably the quickest way to ar the skin of freckles, tan and othijr oiscolorations.

fJ"eckl°

e',!!??

victim can test this

Scltin^ an ounce of danthol

"J 'rate from any loading druggist. ApHiJ: with the finger tips. The skin 1

abfor,b

qulekly, and it is

Jiarmiess and peasant to use tJ?Pfi0pieu

h*v*

perfectly

"S, i i how quicklv this chase.*

32.ie„

away. ft costs so little

iii-nL*111* °Ae WM tJ" it.—-Advertise-

s t4

v V.

V*. V"

HE'S READY FOR SERVICE, TOO

Probably this sturdy youngster will not grow up fast enough to get into the present war, but if health and strength count he certainly has the makings of a good soldier. His mother is Mrs. J. HathJen, 365 Prospect Ave, Pawtucket, R. L, and she says that for over two years she has used Father John's Medicine in her family, both for the youngster and the other members of the family with excellent results. Mrs. Rathjen says she "thinks there is nothing better," and a few of her friends to whom she has recommended the medicine have had the same experience. This pure, old-fashioned, family medicine is nourishing, wholesome and strengthening. It has superior food value and is rich in the very elements which make flesh and strength. It is guaranteed free from alcohol or dangerous drugs in any form.-—Advertisement.

of the prospect once won. Otherwise a competitor, with repeated well-told selling talks, irtll effect the mental sale and hold it. It would appear that the opportunities for thus, in effect, making sales for future delivery must be especially favorable during the war, when the barrier to immediate consummation of the trade is likely to be found not in lack of purchase price, but inability to obtain delivery of the goods.

Seemingly the prospect who is converted by advertising under such circumstanccs is likely to be especially firm in allegiance. I fancy I hear him sayingr: "I may not be able to get Wesson's Oil now, but when I get it I am going to have it." The more rapid turnover of money that has come to a considerable portion of the population incident to the war period is bound to encourage the planning in the present for purchase that, will be made in the future, when stocks again become available. I imagine I can hear many a cititen reasoning somewhat in this wise: '7 have always wanted that set of IHckens or that Pianola, but I put off making the purchase, and now I can't get them. However, you can bet that as soon as we get out of this war mess I am going to act without delay and before anything else occurs to interfere."

Persistent Adver ising l« Insurance. There is scant justification, ft would seem, for the misgivings of the advertiser who is prone to allow his investment in good-will to go by default merely because he suspects that popular demand or the conditions of distribution may undergo some radical change after the war. If a business man is basing his expectations upon an unworthy product he might as well abandon it once and for alL For the manufacturer, however, who has faith in his product there is every reason to have faith in the future and every incentive to take out insurance in the form of persistent advertising.

The form that this war-time advertising can take to best advantage is a question for the judgment of the experienced advertising mea, wh» are familiar with the business interests whose good-will is to be safeguarded. The copy may take the form of goodwill advertising, so-called. It may be explanatory of the government demand, which, as in the case of "Bull Durham," curtails civilian supply. Or again, it might specifically aim at creation of after-the-war demand. If the responsibility were mine I believe that I would be tempted to try. in the present predicament, what might be termed tantalizing copy—messages that would I provoke the Damn-the-Kaiser sentiment on the part of Americans temporarily deprived of articles on which they are, if anything, more solidly sold than ever before.

Dominating the minor consideration? of ways and means is the big idea that an advertiser is justified, in the face of I suspended animation. commercially speaking, in doing everything within his power to sustain his commercial integrity and preserve his commercial I identity. Let the corporation with such an asset use its surplus, employ its undivided profits, or even borrow money to protect, by means of consistent and insistent advertising, that invaluable, intangible asset—good-will. whirh is the one thing that cannot be bought out of hand after the war.

They told men when I was a youngster that "even the Lord can't make a two-year-old calf in a minute.'* Big advertising spreads after the war will meet equally big spreads. Business i will bid for public attention and interest on a bull market. The purpose will be to put a punch into the goodwill that has gone flabby. The man who goes into that contest, with a public attention and intereet which he i has never allowed to relax will go in with his good-will trained to the minute. He will win.

HI* Generosity.

A "Tommy," lying in a hospital, had beside him a watch of curious and foreign design. The attending doctor was interested.

Where did your watch come from?" he asked. "A German gave it to me," he answered.

A little piqued, the doctor Inquired how the foe had come to eonvev this token of esteem and affection. 'Ri to," v.-at the la r,nj,- reply.v

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A. ,v» I

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Friday

Specials!

Here are Friday Specials that should bring you here in double quick time. Not item quoted but what is offered at way less than today's wholesale cost. Buy now at these prices and you'll make big saving*. Hesitate and you'll pay dearly for the delay.

30c of Bleached Muslin 18'/2c

Yard

needle, tomer.

wide, soft finished, for the io-jard limit to each cujf-

35c Oriental (Mies at 22c Rich patterns, fast colors,

30c Equity Apron Ginghams 18'c

Indigo blue dye, staple checks. Limit, 10 yards to each customer.

25c Bleacbed Toweling 15c

Granite Toweling, full bleached. Extra heavy. Blue or red, fast color borders. 10-yard limit.

75c Bleached Table Damask 42c

Rich damask patterns 60 inches wide. Very scarce article. 5-yard limit to customers.

25c Curtain Scrims for 15c

Yard wide C. T. N. Curtain Scrims. Swiss, dots and'lappet patterns. In white only. 10-yard limit.

50c Dress Ginghams at 29c

Standard brands, dress gingham plaids, .stripes and checks. Fast colors soon there'll be no dress ginghams on the market.

75c Dress Ginghams at 39c

Large plaids, checks and stripes. Bates. Renfrew and Scotch Zephyrs. The season's best patterns.

$1.25 Susquehanna Poplins at 79c

Genuine Susquehanna Mills Silk Poplins. Black and all the fall shades., Yard wide. Rich, brilliant finish.

$2.50 Georgette Crepe for $1.59

Imported Georgette Crepe, 40 ins. wide. Over 30 shades in stock. Moistproof, indestructible quality.

Lederer-Feibelman, of Course.

Children's Gingham School Dresses Values to $2.00

Amoskeag Gingham and Chanibray Gingham Dresses. New Fall styles. Long sleeves, big pockets. Well made. The materials cost more than our sale jrice of the finished Dresses. No better Dresses are sold in Terre Haute right now for $2.00

and we don exaggerate when we say some stores are getting as high as $2.98 for no better Dresses. I/nvestigate you'll soon find out.

Lederer-Feibelman, of Course

TEERE HAUTE TRIBUNE.

inches

wide. For comfort covering and kimonos.

Women s

Middy

Blouses i

$1 value 49c

White Linen® Middy Blouses, sizes 10 to 20 years well made full cut. Some have red and blue collars. Limit two to a

rr::-. 49c

Big Sale Children's

A V a u e s o

1/llrli3

FRIDAY DAY

Fall and

Winter

In an Advance Sale at Savings of 50% and More

for I

Egyptian Plush Coats values to

djl yj QP

$25, for•.. JLTCec/t}

CLOSE TO 1,000 OF THE NEWEST

Fall DRESSES In a Wonderful Display and Sale, Offering Remarkable Styles, Qualities, and Values at $12.95 and $19.75 All New! All Beautiful Styles! All in the Wanted New Autumnal Shades! Some Included That Are Worth to $29.00.

livery dross in the assortment is now—just taken from its tissue wiappings and placyl on display. They are simply splendid garments. ii. (1»-| O QfT Are dresses of satin and crepe de chine, with Georgette sleeves »url\\ x.plice waist and coatee pfEects overskirts finished 'with tucks or cor^T at bottom, wide crush or plain girdle with touches of embroidery. All sizes. Values to $20.00. ii. d*"|Q Rich, lustrous taffetas nnd satins, fine crepe d© chines, and some mails All of combinations of taffeta, satin and Georgette. Feature is the new panel with fringe trimmine. Draped overskirt of Georgette with satin bands, flowing Sleeves and collars many samples in this lot worth $2.^.00.

Th ir. Offering Should be an Occasion for Enthusiastic Buying.

EXTRA SPECIAL! SILK DRESSES for STOUT WOMEN

Satin and Taffeta Dresses in stout aizcs to 53. Th^sc Dresses are what is justly known as stylish stout*. They're priced $10.00 less than elsewhere for equal qualities.

LeHewM'-Feibetman, of Course.

Growing Girls' and Misses' All Wool Sweater,Coats $5.00 Quality for f2.98

Nowhere this season can you hoy an all-wool Sweater as good as these under $5. They come in white, navy and khaki zig-zag weave. Pocket, belt and high collars. The kind for the cold weather that is on the way. Sizes 28 to 34 only. You're asked as much elsewhere for all-cotton sweaters. Be here on time they'll disappear like snow in July. —Second Floor, Annex—

Lederer-Feibelman, of Course.

$1.50

Lederer-Feibelman, of Course.

Millinery

for--

Slack, Velvet and Fancy Corduroy" Velvet. Included are Harry Lauder style Scotch Hats of Silk and Velvet and an odd lot of Childs' Hats and Bonnets. This is a wonderful lot of headwear at a very little price. —Second Floor, Annex—

I A Y O N Y

$5.95 to $6.50 New Fall Trimmed Hats

Arrivals in hc W anted Shapes and Colors.

A wonderful lot of new fall trimmed hats have been QQ marked for Friday only at $3.98. Such an opportunity as this to make a substantial saving will be taken advantage of by many women and mispes who desire a smart fall hat. Assortment includes small and medium hats in black and all the favored colors, neatly trimmed with ribbons, fancy feathers, ostrich and ornaments.

You'll be surprised at the clever Hats that are offered in this sale. Included are the nobby Hatters' Plush Sailors that are so much in demand.

Coats

This special sale of Women's Coats calls to every thrifty woman in Tere Haute—"Buy now—or pay more later.** The advantages we enjoyed in purchasing our stock qi garments make these splendid values possible—wartime conditions and our desire to be of real helpfulness to our customers create an opportunity that should not be missed. Buying your fall-winter coats in September instead of waiting until November means worth-while savings and the assurance of obtaining the best quality materials obtainable.

The same quality garments will cost considerably

Silk Plush Coats values to $35-oo, d»1Q 71?

November.

A SMALL DEPOSIT HOLDS ANY COAT UNTIL NOVEMBER 1.

Silk Plush Coats values

$24.75

Wool Velour Coats values to $35, (IJi f7P for t]? I O

$24.75

When Better Bargains in Shoes Are To Be Had LedererFeibelman Will

Give Them.

WOMEN'S DRESS SHOES —in black kid patent, gray and brown high heel lace broken siz*?: values cut to $6.50. Special at...... W O E N S S A E SHOES—in black, brown and gray, lace and button high, medium and low heel* tizei? 4 and 4^. A, B.'and widths: value from $6.00 to $11.00. Socially priced, $4.45 and

$4.98

O W I N I S

SCHOOL SHOES -Tan calf, high top lace, all solid leathers $5.00 and JtvOO values 4 Q* $3.95 and WOMEN'S BLACK GUN METAL BUTTON SHOES

Low heels, all sizes in this lot values to $4.50 specially QO QQ priced MISSES' BLACK HIGH TOP LACE SHOES—Xeolin soles all sizes. 12 tn regular $4.50 value for ... MISSES' GUN METAL BUTTON SHOE S—All solid leather a real school shoe*-broken size?: va'v»»s

$3.69

°o,' $2.89

1 LOT MISSES' SCHOOL SHOES— Patent and dull leathers all sizes, 11% to 2 values to Q9 91 $4.00 special..

Lederer- Feibelman, of Course.

Fridaylfyi

Hosiery and Underwear At Little Prices.

Buy a Season's Supply It's Good Advice 25c Women's Gauie Lisl°

Hoso ...... Gauze Lisle, black or •white searrfless, double sole and heel. The 5 and 10-cent stores sell similar Hose at 15c each. Here you get a pair for 15c. This is the last chance at this price.

50c Boys' and Girls' Hose 9Q/» for ........

Durham brand fast black heavy weight, for fall ixi and 2x2 ribbed. Sizes 6 to 9^4. Scarce article the mill price today is 37^4c a pair. Limit, 4 pairs to customer. Soon, very soon, you'll pay 50c pair for this quality.

SI.50 Women's Fall Union QCP Suits

Bleached, fine ribbed edtton medium weight. Lace or tight knee. Only 240 suits in the lot. This means quick action on your part. Possibly they'd be sold by 'noon.

50c Child's Knit Pants 9Q/» pair

Jet black Knit Pants medium weight foe fall. Saves washings. Sizes tB to 26 only. Just 186 pairs to be sold. Mothers should not overlook this chance to make big savings on wanted merchandise.

$2.50 Fall $1.50

Men's Union Suits.

Lc.ru rfbbH Union Suits first quality. All sizes. Thej correct weight for fall. These Union Suits cannot be bought at wholesale today for less than Si.75. Underwear is still advancing and getting scarcer each week. Buy now ifs good advice. Later you'll pay top prices.'

$1.00 Boys' Bine Striped £Qn Overalls...

Genuine Steifel blue striped Denim Overalls. Firsts (quality. Sizes 6 to ifs years. Limit, two pairs to customer. I^ast time you'll buy at this price. The wholesale quotation now is 95c a pair.

Lederer-Feibelman, of Course.

3rd Floor Specials

About 200 China V ing Bowls 5 sizes at 10c, 15c, 20e, 25c. 35c lie China Dinner

Plates Ific Large 16-quart Enamel Preserving Kettle* $2.00 value for...% 1.39 Dark Blue and "White

Enamel Kettles 6 qt. size, enamel cover 8qt. Preserving Kettles or 2-qt. Coffee Pots, choice, each 89c $2.50 Pure Aluminum

Preserving Kettles, Squart size $1.98 $2.50 Coffee Percolators, 2

A A s

quart size ... .f 1.39

$£ 50 Double Boilers *1.48 2 cans 30c full pound of the famous Calumet Baking Powder. for -35c 12 boxes 7c Matches, for 55c 6 rolls 10c Toilet

Paper ...35c 4 rolls 8%c Toilet Paper 25c Star, Tvory, Pels Naptha or Sweetheart Soap assorted aa you like 10 bars for 55c

Lederer-Feibelman, Of Course,

8l?il