Results of Associated Group Advertising

From an address by Mr. George J. Osgood, before the West Coast Lumbermen's Association meeting at Tacoma Associations have been almost universally successful in their group advertising experiments. In l9O2 there were 17,000,000 barrels of cement produced in the United States. In 1916 the cement association began advertising. It ap- proplsJqq$1q,000 for_that year. In 1923 the cement output was 137,00O,000 barrels and the advertising fund was $400,- 000. In 1919 manufacturers of floor and i'all tile starled a modest a$v9r1i119^camqaign. In 1923, their appropriation only totaled $17,000, and still their sales increijed "lZS oer cent over 1919. The Indiana Limestone euarrymen's Asiociation sleirl^$9,000 -on _advertising in 'igtZ i last year it spent $200,000 on publicity. The use of common biick up to 1919 had not kept pace with the growth of building iir the. country. It was thought that brick was an e*perriiloe building material and that -brick builclinss were damp. The Brick Llanufacturers'Association starte? on a ca*paign of publicity which, according to its secretary, has' bein a tremendous success. One eastern city, which before the war built^13 per cent of its new buildings from brick, has since 1919 and up to 1923 built 35 pei cent of its new buildings from brick. This city is in a section covered actively by the advertising campaign of the brick assocratl0n.

These facts demonstrate the results of advertisine. but there are things to do before an advertising campaiin be_