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12 WINNETKA WEEKLY TALK, SATURDAY, APRIL 25, 1925 ADVERTISING IS PAYING VENTURE Expert Comments on Phases of Enterprise Advertising is well worth while, as it assists in the development of large- scale production and regional speciali- zation; it renders sales efforts more effective and more economical and helps to individualize products,--but much of our American advertising is neffective, claims Prof. Fred E. Clark. professor of marketing at Northwest- ern unversity School of Commerce, who has just completed an exhaustive investigation into advertising matters. Some of Prof. Clark's findings are pub- lished in a recent number of the American Economic Review under the caption "An Appraisal of Certan Criticisms of Advertising." Much Bad Advertising Passing over the favorable state- ment, which is generally acknowl- edged in the business world, and com- ing to Prof. Clark's fourth and last contention, it is discovered that there is strictly good and bad advertising still existent in the United States. "Much advertising is ineffective and unnecessarly expensive, even from the point of view of the advertiser, be- cause it is impossible to make satis- factory measurements of the absolute and comparative results which accrue from its use," the professor writes. "This criticism rests on the fact that the effects of particular advertising ef- forts are hard to measure. Because of this, no definite part of the total sales result can, as a rule, be attributed to advertising and one combination of effort is hard to compare with others which might have achieved the same ends at a lower cost. Can't Measure Accurately "But this criticism applied to other sales methods as well, even though in smaller degree, and so it should not be used invidiously when applied to advertising. Moreover, great improve- ment has been made at this point through the efforts of advertisers and students of advertising. But the in- effectiveness of much advertising, as of other sales methods, must be a con- tinuing phenomenon, because the ac- curate measurements of results will continue to be impossible. LECTURER ON HYGIENE TO ADDRESS STUDENTS Dr. Charles E. Barker, personal phy- sician to Chief Justice William Howard Taft, when that distinguished Ameri- can was president of the United States, and one of the best known lecturers on health and hygiene in the United States, will speak before the students at New Trier high school Friday, May 8, and on the same day before a joint meeting of the Wilmette and Winnetka Rotary clubs. Dr. Barker speaks under auspices of the Boys' Work depariment of Rotary International and in that capacity has addressed audiences in all parts of the country. He will speak at a meeting of stu- dents at 11 o'clock on the subject, "How to Make the Most Out of Life." At 3 o'clock he will address the women of the township, more particularly mothers of New Trier girls, on "A Mother's Re- sponsibility to Her Daughter." In the evening at 8 o'clock he will speak to the fathers of high school boys on "A Fa- ther's Responsibility to His Son." Dr. Barker's subject at the joint meet- ing of the Rotary clubs will be "The Hall Marks of a Rotarian." He comes to the north shore throgh the instrumentality of the two Roiary clubs. ISDOM directs that in time of bereavement you em- ploy the service that has relieved so many families of worri- . ment and confusion in time of distress. We serve efficiently. We Understand Ward & Buchholz FUNERAL DIRECTORS 212 CHICACO AVE. ky Piorec 0 Lavy Assistant Evanston ENNIS Fe mk ER Bitsy MP £ Wo Kenilworth Votes to Take Over Village Water Plant Kenilworth voters polled a heavy majority for the proposition to take over and operate the village water plant at the Village election held last Tuesday, April 21. The final tally showed 190 in favor and 15 against the proposition. The village officers who were elected, all without opposi- tion, were James C. Murray, president, and C. D. Howe, E. M. Sweet and I. C. Darling, trustees. The votes received by the various candidates were as fol- lows: Murray, 207; Howe, 205: Sweet, 205; Darling, 205. Total vote cast was 213. North Shore Youth Now Edits New York Daily The youngest newspaper editor in New York City, Henry M. Paynter, Jr. formerly of Glencoe, now living in Huntington, L. I, was last week made Picture Editor of the Daily Mirror, The Mirror, a Hearst tabloid, is pri- marily a picture paper, and the Picture Editor, therefore, is second only in authority and responsibility to the man- aging editor, who, incidentally, is Walter Howey, formerly managing editor of the Chicago Herald-Examiner. Mr. Paynter is in charge of the mak- ing, laying-out and captioning of all the photographs in the Daily Mirror. He is 25 years of age. Catholic Daughters to Institute a New Court Ouilmette Court, No. 848 Catholic Daughters of America, will journey to Highwood Sunday, April 26, to insti- tute a new court of the organization in Eats Steak First Time in 3 Years Boston Dentists, 185 S. State Street, Cor. Adams. Dear Sirs: The next day after being fitted with my new set of teeth which you made for me 1 celebrated by eating roast chicken, Not having had meat for three Jears you can picture my delight. Have had chops or steaks every day since. In appearance identical! with my natural teeth. Reuben B. Patten, 8510 Lake Fark Ave. Attention -- Marmon Owners! You can get complete and efficient service on your car at our Authorized Marmon Service Plant. Rebuilding and Repairing all Makes of Cars James G. Barber AUTOMOTIVE ENGINEERING University 4535 1508 Elmwood Ave. EVANSTON the Catholic parish of that community. The institution ceremonies will be held in a church presided over by the Rev. Magner who was formerly affiliated wi h the St. Francis Xavier church in Wil- mette. All Catholic Daughters ot America have been invited to attend the ritual. F. J. WEIDLING CO. High Grade Grand Pianos Buy from Manufacturer at Factory Prices. Substantial Sav- ing and Complete Satisfaction. 3945 N. Western Ave. Chicago, Ill » remember MEET AND EAT In Evanston! HEN shopping--when tired of the usual kitchen chores --or when servants are absent-- The Library Plaza Cafeteria in Evanston. Here in a most attractive en- vironment you will always find good things to eat--for breakfast, luncheon or dinner. Have '"'father'"" meet you all at dinner-time, enjoy repast at The Plaza and then a picture show. It's a happy thought--especially, now that the out-of-door days are back. Come tonight! [VAY AY. AV AY 4 (PAY AF AV 47 JL AY AV LV LAV LV LV LV LV &) VAY AV AY AY AV AV LV AV KV KV XV XV 4 Library Plaza CAFETERIA In The Library Plaza Hotel In Evanston THE GARAGE WHERE YOU GET Service With A Smile" at no extra charge We offer a few suggestions that will be of assistance to you in driving your car this sea- son. The Best Motto is: "BE PREPARED" 1. The smallest suggestion we can make is that you stop at our Service Department and get our advice regarding conditions of your car for summer driving. This inspection and advice are given absolutely free. 2. We have figured out a special price to thoroughly overhaul your motor which is more than worth your time to investigate. 3. If your motor does not need a complete overhauling we will give you a very fair price on just what is necessary. 4. If you have not had your car thoroughly greased and oiled give us a trial and we will change your transmission and differential grease to the proper grade for summer. . This is important at this time of the year. Regular greasing and oiling prolongs the life of your car. 5. Above all our Service Department is open to all car owners. so small, we will give you our very best attention. Drop in and see us or Call Winnetka 617 and we will be more than glad to help you in While the streets in this neighborhood are being paved, we sug- gest that you call us on the phone and take advantage of our free "call for and delivery service. any way we possibly can. May we have the pleasure of serving you? HUBBARD WOODS GARAGE 1010 TOWER ROAD Be the information ever Phones: Winnetka 617 and 1834 Gas at Filling Station Prices Ethyl Gas at 3 cents more per gallon. Greasing $1.50 to $3.00. No labor charges for changing oil in your crank case or filling transmission and differential with grease. Your car called for and delivered at no extra charge. GAS AND OIL FILLING STATION JUST OVER THE WAY