Marketing (September-December 1908 & January-December 1909) . lyfosters the substitution evil. Whatever your idea may be of thedealers role in the present system of distribution, it is not goodbusiness sense to even try to force his hand. He is a free agent,and if you stop to consider the fact that a majority of his cus-tomers are also his personal friends, you will realize the stupidityof some supposedly first-class advertising. Indeed there hasbeen much nonsense written about the substitution evil duringthe last two years. Advertisers and publishers have joined forcesfor the purpose of destr
Marketing (September-December 1908 & January-December 1909) . lyfosters the substitution evil. Whatever your idea may be of thedealers role in the present system of distribution, it is not goodbusiness sense to even try to force his hand. He is a free agent,and if you stop to consider the fact that a majority of his cus-tomers are also his personal friends, you will realize the stupidityof some supposedly first-class advertising. Indeed there hasbeen much nonsense written about the substitution evil duringthe last two years. Advertisers and publishers have joined forcesfor the purpose of destroying it. Just whether they have wagedtheir war wisely or not is an open question. We are all acquaintedwith the pretty girl, in the picture ad., who declares rather saucily: Excuse me—I know what I want, and I want what I askedfor—Good day! You never heard any woman make a speech like that to hergrocer. Besides, the grocer and his family read magazines. Itdoes not pay any manufacturer on earth to accuse his retailers Sept., 1908 Economic Advertising 19. Excuse me-I know what Iwant, and I want what I askedfor-TOASTED CORN FLAKES-Good May Looks good, but— of fraudulent intentions. That substitution exists is it is just as certain that the right way of combating it has notbeen adopted. The manufacturer who uses valuable space forthe purpose of warning the public against just as good brands,is guilty of negative advertising, to call it by no worse ad. we have referred to is no amateur production and goesto show how easily even experienced men may nullify the goodof advertising by ignoring the ordinary channels of man who wishes to market a brand of rolled oats, let us say,does well to popularize his brand by judicious advertising; butit would not be well or judicious to express doubts regarding thehonesty of grocers in his general advertising. The admans first business in planning a campaign is tomaster the product, ret superficially, bu
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