The Dolores star. [volume] (Dolores, Montezuma County, Colo.) 1901-current, 1913-05-16
Advertising
Talks
LAW OF DEMAND IS
SANE AND CERTAIN
Advertising Not Less Valuable
Because Of Some I'm.
believers.

Every year N. W. Aver = son OF
Philadelphia, one Of the largest ana
most Influential advertising agencies
In the country. issue . little volume
on advertising, which contains gems
Of thought and arguments that are
especially convincing.
This year they have just issued 9
little booklet entitled The Aver Idea
In Advertising" which contains some
mighty good Advertising logic. We
quote from this book ~ follows:
There are men who do not believe
In advertising good men and wise,
but that signifies naught. II 10 but .
brief while since many men believed
that the earth was fiat. bot II was
round all the time. The earth did not
change Its shape; men merely altered
their views. The point Of It all 10
that there are established facts In
business just AZ 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;
do not want darkness Will II not
grow dark tonight quite the same a.
though you were heartily In favor OF
II.
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 IL 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 rs much q part Of today's life
~ electricity. antiseptic surgery OF
trolley traction.
THE system under which he who
has something TO sell tells about II
10 those who do or should use II. 10
proved. established. actual fact and nc
single fact has ever yet been whip
ped BY m army Of opinions.
Broadly speaking. II 10 easier and
more profitable 10 obey the law thar
10 try to break II. II Il 10 . good Law
u cannot BE- resisted. Tackle tho
Law Of gravity. for instance. and see
how far you get with your opposition
The Law Of demand 10 just - sane
just - certain and just a. natural a.
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 IL demand In
sistently tugging away. II demand
can be circumscribed and focused
and tied to your product. you have
done q big thing and middlemen by
the score can no more stand against
II than can . few layers Of feecy
cloud keep gravity from accomplish.
Ing its effective work.
This 10 no preachment against the
powerful Importance OF the Wholesale
or retail merchant The manufactur
er who neglects the dealer In any nd
vertisine campaign he may inaugurate
10 indeed lacking In foresight
Forcing the trade to carry q limo
has long since given way to better
methods. Cooperation 10 better than
coercion. But ~ . foundation for
success nothing can take the place OF
. powerful consumers demand.
mo one can want anything until he
knows Of It's existence and Its fitness
for Milling his requirements. Advertis
ing IL . way by which people are told
why they should have your goods and.
at the same time, taught how they
may Identify them.
The method Ia backed BY good
logic and good sense-just the same
sort Of plain. prosaic business reason.
Ing which IL required In any other
line Of work.
There 10 nothing magical or mys.
terious about II and the greatest ad.
vertising successes have been singu.
larry free from the frills and furbe.
lows with which some ADVERTISING
men seek to invest this plainest ana
simplest aid to present day merchsa-
disc distribution"