Oxford eagle., 1918-01-03

IL Is very PLAIN, that the consumer
is not bearing the burden.
Well, You will say, it certainly has
to be paid by somebody, if the con-
sumer does not pay it, the advertiser
must
We will see.
Look at the large advertisers.
They keep it up year after year,
spending thousands of dollars and
yet building larger stores, spreading
out into greater fields, increasing
their business and making immense
fortunes. II the advertising were a
burden to them and they had not
sense enough to stop losing propo-
sition, they would go bankrupt and
be compelled to stop. Yet they con-
tinue.
Advertising that is properly done,
with knowledge of the right me-
thods, does not cost the advertiser a
cent. 1t puts profit in his pocket,
ever-increasing as he proceeds.
1t is plain, then, that the burden
is not born by the advertiser
Who, then, is the "goat?"
Here is the answer:
Other soap manufacturers who
cannot sell their product because the
people want "Ivory" are paying, in
the loss of sales, the cost of adver-
tising Ivory Soap.
Makers of other brands of chewing
gum which they cannot sell because
the demand is for "Wriggiey's" are
paying in the loss of sales for adver-
tising ~Wriggley's.
Makers of other automobiles that
cannot sell their car because the man
bought q Ford" are paying in the
loss of sales for advertising the Ford
Car.
And, with the local retail store, X
is the poor fellow that thinks he can
not afford to advertise, and that he
Is saving expense by not doing it,
who has trade drawn away from him
by the advertising of his more wide
awake competitor, the profits on that
business Is being transferred from,
his own cash register TO that of his
more enterprising rival and is right
there to pay the advertising bill when
il is presented
That the burden of the cost of ad-
vertising actually falls on the non
advertising competitor, is a truth as
plain to be seen as the nose on the
face of an elephant.
But, says one, it takes money to
advertise and the advertiser has to
have it to spend or he can do no ad-
vertising.
That is a wrong impression. The
field of advertising is open to all and
can be entered with no capital and
made paying investment from the
very beginning.
The word advertising does not
mean spending or investing money.
1t means doing the thing, whatever
it may be, that viii get the attention
of the public or of an individual to
you, your goods or service in what
ever way it can be done.
A pleasant smile is advertising.
Meeting people and making friends
is advertising. Display of goods in
your window is advertising. Keep
ing your store clean and inviting is
advertising.
These are good advertising. The
opposite of any of these is also adver-
tising, Of the kind that does harm in
stead of good
When advertising is of the adverse
kind, the cost falls on the advertiser
himself, and If it is very bad, it may
bring actual pro6t to a competitor.
Advertising is word as big as all
out doors, and as the part played by
the salesman is os the first and
greatest importance, shall proceed
to give my first attention to that side
of the question and address several
chapters to the salaried clerk, sales
man or saleslady, later taking up the
side that applies to the writing and
direction Of the printed message.
have no advertising of any kind
to sell 1t is not my purpose to in
duce the reader to invest in some
kind of advertising scheme. but rath-
er to point out the errors that may
cause failure and TO 50 guide you
that should you decide to invest in this
greatest of all money making invest
ments, you win do 50 intelhgently
and with q certainty Of success
IL il probable that the local news
paper man could tell you how to use
space to bring you results. but you
viii not listen to him
He has space 10 sell. and though
he may forget entirely his own in