Carrizozo outlook. [volume] (Carrizozo, N.M.) 1910-1945, 1915-03-19
ADVERTISING IS
LIKE TEACHING

mas thoroughly htuuitu inc buDJeCti
"is a broad term. A great deal Of ad.
vertising ia merely published. for the
sake OF giving information and not
with any indefinite idea OF creating
n favorable attitude In the public
mind. A person may obtain informia-
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
pllcatlon table and spelling, become
30 firmly fixed IN the mind, as to be nj.
most instructive. Advertising, to be
successful, must accept this same
psychological fact, ms It's basis.
Let Us consider, for example. how
one Is taught to speak German. Sup
pose you devote i've hours, each day
for n year, to this study. you would
unqu%estionably acquire some knowl-
edge Of the language; but. j you
merely devote an hour or two a week,
the same period. little would be ac-
~complished; or II you devote two
hours, each day. for three or four
months, then stop three or four
months. begin again for a similar
period and discontinue your study
again, your mind would retain com.
paratlvely little. by following such a
plan. Follow the latter plan In ad.
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 n 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 II will be really a part
Of yourself. Keep up an advertising
campaign, persistently, for three
years. and the knowledge OF ybur In.
st!tution will be as much a part OF
tho mental makeup of he regular
readers OF the newspaper. In which
you advertise, M the German Language
would be Of your own. after consis-
tent study. II you continue to devote
some time, each day, year after year
70 speaking. or reading German, you
win retain what you have acquired
and strengthen your ability as n Ger
man student. Keep up your advertis-
ing. year after year. and you will
gain the cumulative effect.
Suppose n student does study Ger
man. each day for n year. Does he
know II all? Can he stop? No; he
has only begun. Suppose the adver-
tiser advertises, daily for n year. He
mny accomplish little, the first few
months. but at the end OF the year,
he secs fair results. Can he stop?
No; he has hardly begun. II may
take q German student several years
10 really muster the language and
II may take you, ms an advertiser. just
as long TO make your institution
thoroughly well known Suppose the
student stops his prntice IN speaking
and reading German. Gradually he
viii 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 ia surprising,
how soon the public loses sight OF
him.
There is both an art OF teaching
and a science underlying Il. Both,
10 be successful. must influence the
human mind. Much car be accom-.
pllshed In teaching. by appealing to
the emotional side. II IL likewise
true. that IN advertising. Il Is pos.
sible to play upon the feelings OF
the reader. In both, however, II ia
necessary 70 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
upoE exactly the same method.
Tine most important things 10 be
remembered, VA order TO make a src
cess Of advertising. is that II takes
time and constant repetition TO secure
results of real value. No lasting good
can be- accomplished boo either teach.
ing. or advertising. In any other way.
Frequent repetition. extending over q
considerable time. L. absolutely nee
essary, and this frequent repetition
a only be accomplished by news.
paper advertising.
ANY kind OF an announcement a
circular, a handful. or a telephone
message viii give information. That,
however. Is not essentially adyertis-
ing. II you want to make your name