The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1916-09-08

A. this. the beginning OF our acuv'
i,r for the fall and winter, II u psf
hans well to review our prlncap!ef
,nd aims. Let it not be thouSnt'
hoveyey. that our work fs either sea-
.,,,.1 m f,cr,s SIGNAL am glad to Say
thaf the activities OF the Advertising
r1nh have extended through the mol
va.ffer. and that the accumpl1sn
ments. while not spectacular, nAys
nevertheless been substantial.
Advertising 10 the projection nl
business activity into = larger neio-
1t in the placing of an enterprise De
tore q larger number, the extension
a. : store or merchandising enor1
intn = wider field. This applies no
natter what form the advertising
taxes. The successful advertiser u
be who succeeds IN telling large
number of the service he can render,
ia such . way rs TO create q desire
for that service, instiu confidence thai
he has that service in proper measure
and develop this desire and conn
dence into action.
For in the dnal analysis. We are
not selling SD many bolts OF cloth
so many pounds OF food. % much
steel and iron cunninGly devised. but
we are selling the service these
articles are capable OF doing to Z
man. who In willing to part with hli
money. to secure this service Thii
is as true of the man who sells
suit OF clothes or . barn ventilato,
as il is OF the lawyer, the dentist OF
the physician
Since il is service we are selling
il Is absolutely necessary to success
full advertising, to that constructive
salesmanship that builds up bust
ness, that q large measure OF conn
dence be established. 1t may be pos
sible by questionable methods, t.
gull = part OF the public, and II naJ
be that part Is large enough to give
man or q business house q greal
trade, but the most Of nE realize thA'
ii ia the most expensive way OF doinl
business, that the gaining and hold
inx of the good viii Of = customer
means a repeated order from him
which costs LEES TO get and therefort
affords q larger profit than the 1n1fla
sale. These repeat orders are wha'
build q business into permanency
establish ii like . rock. and lead Il
the largest measure OF success-
A permanent business 10 always
built upon confidence. Thie conf
der.ce is simply q belief Ia the hon
esty, the common garden variety q
honesty OF the advertiser. Even ths
dishonest advertiser does his utmos
to secure this belief.
Now, II advertising il the extension
! CT business into q larger held. ant
we know it Is, the reader OF the ad
verfising gains his impression OF thu
1 store or the business. whatever il ma,
be, from the words and methods O
the advertising. How important il il
therefore, that this advertising make.
the correct Impression,
A speaker before this club last yea.
said that fh.re were stores IN Thu
town he would not enter because o
the impression Of their character Anl
practices he had Ezined from thet
advertising copy. So many bold thi
same view THAT advertising becomes
not only a constructive force, but II
such cases 1t nay be considered as ,
| destructive engine as well. The Etor
that has this character Of advertising
positively destroys its chances q
make customers Of the wen informed
/ This is as il should be. too. II n
advertiser is projecting his store int
q larger 6eld through q public appeal
that appeal should and always doe