The citizen. [volume] (Berea, Ky.) 1899-1958, 1913-06-26
ADVERTISING
Talks
LAW OF DEMAND IS
SANE AND CERTAIN
Advertising Not Less Valuable
Because Of Some Un-
believers

Philadelphia, one OF the largest and
most influential advertising agencies
In the country, issue a little volume
on advertising. which contains gems
Of thought and arguments that are
especially convincing.
This year they have Just issued
little booklet entitled The Aver Idea
in Advertising" which contains some
mighty good advertising logic. We
quote from this book as follows:
There are men who do not believe
In advertising-good men and wise,
but that signifies naught 1t is but
brief while since many men believed
that the earth was fat. but II was
round all the time. The earth did not
change its shape; men merely altered
their views. The point Of It all Is
that there are established facts In
business Just as there are established
facts in nature and belief or DISBELIEF
does not change the facts.
Suppose. for instance. you were to
say: I do not believe in darkness; l
do not want darkness Will It not
grow dark tonight quite the same as
though you were heartily In favor Of
Il,
you may not like the telephone or
typewriter or adding machine-thou-
sands OF persons do not-but these
are established instruments in today's
activities and your feelings will not
alter the facts. To refuse to use them
stamps you as being behind the times.
and competition with the man or bust
ness which does use them is no longer
possible for the man or business
which does not use them
The time has passed for giving
serious attention to the man who does
not believe In advertising. Advertis-
| ing Is as much a part OF today's life
as electricity. antiseptic surgery or
trolley traction
The system under which he who
has something to sell tells about II
TO those who do or should use 1t, is a
proved. established. actual fact and nc
single fact has ever yet been whip
ped by an army OF opinions.
Broadly speaking. It is easier and
more profitable to obey the law than
II cannot be resisted Tackle the
law Of gravity. for instance. and see
how far you get with your opposition
The law OF demand Ia Just as sane
Just as certain and just as natural as
the law Of gravity. Both work day
and night. weekdays. holidays and
Sundays and they always pull down
ward.
Down at the bottom OF all com
mercial success there is demand in
sistently Juggling away II demand
can be circumscribed and focused
and tied to your product, you have
done a big thing and middlemen BY
the score can no more stand against
It than can few layers OF fieecy
cloud keep gravity from accomplish
ting its effective work.
This Is no preachment against tn,
powerful importance Of the wholesale
or retail merchant. The manufacture
er who neglects the dealer IN any ad
vertising campaign he may inaugurat'
Is indeed lacking in foresight.
Forcing the trade to carry a lin,
has long since given way to bette
methods Cooperation Is better thai
coercion. But as a foundation 70
success nothing can take the place o
powerful consumers demand
"No one can want anything until h
knows OF it's existence and its fitness
for filling his requirements. Advertis
ing is a way by which people are toll
why they should have your goods and
at the same time. taught how the.
may identify them.
The method is backed by goo
logic and good sense-just the sam
sort OF plain. prosaic business reason
ing which is required In any othe
line OF work.
There is nothing magical or mys
FERROUS about II and the greatest at
vertising successes have been singu
larry free from the frills and furbs
lows with which some advertiser
| men seek to invest this plainest an
simplest aid to present day merchar
disc distribution"