The Brinkley argus., 1914-01-09
H dvertising Oaks
ADVERTISING IS
 LIKE TEACHING
Constant Repetition Necessary to Secure Results of Real
 Value.

AQVertlSlnS, WEltcs Ha"h "A has thoroughly studied the subject, lis broad term. 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- tion 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 so firmly fixed in the mind, as to be al most instinotiye 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 a year, to this study, you would unquestionably acquire some knoWl- edge Of the language; but, if yoG merely devote an hour or two week, the same period, little would be ac- 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 ad- vertisiug 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. consistently. 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 advertls' ing. year after year, and you Will gain the cumulative effect.
 Suppose student does study Ger man, each day for year. Does he know it all? Can he stop? No; he has only begun. Suppose the adyer- tiser adyertises, 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. It may take German student several years to really master the language and it may take you, as an advertiser, just as long to make your institution thoroughly well known. Suppose the student stops his praice 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 to 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 variety of ways, but must depend upon exactly the same method.
 -rhe most important things to be remembered In order to make a sue cess of advertising, is that 1t 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 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, hand-bill, or telephone message will give information. That. however, is not essentially advertis- ing. If you want to make your name household word, you must do 1t by the same method that the teacher uses, es,-frequent repetition