The Yale expositor., 1913-07-17
ADVERTISING is
LIKE TEACHING
Constant Repetition Necessary to
Secure Results of Real
Value.

has thoroughly studied the subject,
sis a broad term. A great deal Of ad-
vertising is merely published, for the
sake Of giving information and not
with any indefinite idea of creating
a favorable attitude in the public
mind. A person may obtain informa-
ton from books on any subject, but
the teacher would not encourage this
as the best method of developing
the mind, or securing an education.
The successful method, adopted by the
teacher. as evolved by some of the
worlds greatest thinkers, is based
on the fact. that our memory retains
those things. which are repeated again
and again. Such things as the mutt
plication table and spelling, become
80 firmly fixed in the mind, as to be al
most instructive. Advertising. to be
successful, must accept this same
psychological fact, as it's basis.
Let us consider. for example, how
one is taught to speak German. Sup
pose you devote two hours, each day
for year, to this study, you would
unquestionably acquire some knowl-
edge of the language; but, if you
merely devote an hour or two week,
the same period, little would be &C
complished; or If you devote two
hours, each day, for three or four
months, then stop three or four
months, begin again for similar
period and discontinue your study
again, your mind would retain COM
paratively little, by following such
plan Follow the latter plan in adj
vertising and the public will know lit
tie about your school. Follow the
former plan and, at the end OF the
year. they will have a fair knowledge
OF what you offer. Suppose you keep
up studying German, two hours each
day, for a period Of three years. At
the end of that time you will have
acquired such a knowledge OF the
language, that It will be really part
OF yourself Keep up an advertising
campaign, persistently, for three
years, and the knowledge Of your in
stitution will be as much a part OF
the mental makeup of the regular
readers Of the newspaper in which
you advertise, as the German Language
would be of your own, after consis-
tent study. If you continue to devote
some time, each day, year after year.
to speaking, or reading German, you
will retain what you have acquired
and strengthen your ability as Ger
man student. Keep up your advertis-
ing, year after year, and you will
gain the cumulative effect
Suppose a student does study Ger
man, each day for year. Does he
know it all? Can he stop? No; he
has only begun. Suppose the adver-
tiser advertises, daily for year. He
may accomplish little, the first few
months, but at the end Of the year,
he sees fair results. Can he stop?
No; he has hardly begun. 1t may
take a German student several years
to really master the language and
1t may take you, as an advertiser, just
as long TO make your institution
thoroughly we'll known. Suppose the
student stops his pratice in speaking
and reading German. Gradually he
will lose the knowledge, that he has
acquired. while by devoting some
time each day, he could have retained
his knowledge. Let an advertiser
stop advertising and it is surprising,
how soon the public loses sight of
him.
There Is both an art Of teaching
and a science underlying it. Both
to be successful, must influence the
human mind. Much can be accom-
plished in teaching, by appealing TO
the emotional side. It is likewise
true. that in advertising, it is pos
sible to play upon the feelings of
the reader. In both, however, it is
necessary 10 take into consideration,
how knowledge is acquired. Things,
which are done over and over again,
finally become, apparently automatic
The advertiser must present his case
in a variety of ways, but must depend
upon exactly the same method.
THE most important things to be
remembered. in order to make sue
cess OF advertising. is that it takes
time and constant repetition to secure
results of real value No lasting good
can be accomplished in either teach
ing. or advertising. in any other way.
Frequent repetition, extending over a
considerable time, is absolutely nee
essary. and this frequent repetition
can only be accomplished by news
paper advertising
ANY kind of an announcement a
circular, a hand-bill, or a telephone
message will give information. That,
however. is not essentially advertis-
ing. II you want to make your name
a household word. you must do 1t
by the same method that the teacher
uses.-frequent repetition"