HONEST ADVERTISING

Radio Record, Volume I, Issue 25, 6 January 1928, Page 3

HONEST ADVERTISING

AY AMERICAN RADIO DEALERS. | The Radio Dealers’ Association of Buffalo, U.S.A, recently approved the advertising standards offered by _ thie Buffalo Better Business Commission. John M, Kibler, president of the Dealers’ Association, stated that the Buffalo Better Business Bureau would conduct an advertising campaign to acquaint the public with new standards of value in radio sets end equipment. The standards adopted by the radio dealers include :- First, distance and selectivity claims should be based on average rather than on expectional performances, Second, ‘complete’? means that nothing further need he purchased to operate the set; "list price’? should mean selling pricc; price quoted should state whether selling price includes accessories. Third, state total price in down price offers. Fourth, name the cabinet woods, Vifth, identify standard equipment by naine. Sixth, guarantee should be stated in clear and simple terms. Seventh, superlative terms to be eliminated, lack selling force. Highth, disparagement of others to Le discouraged. Ninth, claims for quality of tone which are exaggerated destroy confidence. Tenth, specify number of sets or number of pieces of equipment if they are limited when advertising a special sake. Tlevyenth, define claims for interference eliminators. | Twelfth, describe tuning operations | adequately Thirteenth, the name "static eliminators" is unwarranted; should he avoided entirely. Fourteenth, ‘seconds" should be branded. | Fifteenth, ‘from factory to you" should mean sold by the maker to consumer. Sixteenth, illustrated cuts should be accurate. Seventeenth, word ‘free’? should be used only when article is free, and when it is not necessary to purchase an item to obtain the free one.