The daily banner. (Cambridge, Md.) 1897-2008, 1918-02-20
INFLUENCING THE HORSE
A Fable Showing The Process of In
direct Purchase Through The Me-
dunn of Direct Desire.

OuSlE.
What can l do for you today?'
Nothing" replied the Visitor, fix
ing him with his Eye. Il am accus-
| toned to do for Myself and Others.
ITO do others?" queried the Man
! ufacturer Facetiously. But the Nisi-
tor ignoring the Crude Jest. con
tinued:
Il am a purveyor of Omnipotenl
Advertising. and | represent the
| Weekly Jazz.
4 read it regularly" rejoined the
Manufacturer, but it is Nothing in
my Advertising Life. At this Mo
ment l am Struggling with Prob
lem. | desire to sell Baled Hay to
persons who own and operate Hor-
| ses and Cattle. AS l Dope it out, l
must advertise Somewhere where
such persons will see my advertising
and Buy Accordingly. Where can |
find a good Horse and Cattle Medi-
um?"
While l am not familiar with the
Details of your Business, l must ven
ture the Assertion that you have ov-
erlooked the first and most Vital
Consideration" said the Visitor.
Tell it to me-" said the Manufac-
turer; what is it,"
The influence of your Advertis-
ing upon the Horse
The Manufacturer rang the bell
and summoned the Office Boy.
Fetch me-" said he, my Hypo-
dermic and two shots of Hop"
Don't order any for Me, please, -
remarked the Visitor.
Il didn't" replied the Manufac-
turer; Il want the Double Portion
for myself to Catch Even with you,
and that l may listen more Intelli-
gently to what you have to say"
The Visitor continued as follows:
There are 100000 families in
the United States. Fifteen per cent.
of these represent a Glass l would
not speak to. Ten per cent. live in
communities that are not worth
Visiting because the hotels do not
Handle Caviar. Twelve per cent.
work at Night and sleep all Day.
Fourteen per cent. do not Shave.
The rest are reached each week by
our Glorious Medium, The Weekly
Jazz-fourteen bona-fide Readers to
copy"
4 hear you," said the Manufac-
Baled Hay?"
Il am coming to that Having
shown you that Our Medium reaches
everybody Worth Noticing, l will
now draw your Attention to the Fact
that each one of our Readers sees
at least One Horse every day. An
Advertisement on Baled Hay in our
Publication will produce a Subcon-
scious Impression which will instant
ly Crystalline upon the sight of a
Horse into the query, I wonder
what kind of Hay that Horse eats?'
Do you follow me?"
You have me Breathing Hard"
said the Manufacturer, but I am
still Game"
Our Publication is full of Auto
mobile Advertising, as you know.
Now, every Horse Owner would ra-
Their have an Automobile, so it is
Obvious that he reads Automobile
Advertising. Finding your Baled
Hay ad. among the Flock of Motor
Copy in our Weekly, he will start
thinking whether Hay costs more
than Gas, and he will invariably ad-
journ to the Stable to get the Proper
Atmosphere for this Reelection, of
course, taking along the copy of our
Publication. The Horse, naturally
an Inquisitive Animal, will note the
Speculative Look in his Owners Eye
and the Advertisement which he
holds in his hand. The Illustration
of the Bale of Hay in the ad. will be
Appetizingly Drawn, and the Horse
will show Plainly his Desire for that
Particular Brand"
Il have heard of people Demand
ing Things until they are Hoarse, but
this is plainly a Horse Demand, said
the Manufacturer, opening Win
dow.
Having been impressed by the
Advertising in the First Instance"
continued the Visitor, 1.-THE Horse
cannot fail to note the Habitual Ten
dency, already mentioned, of our
Readers to give him the Once Over,
as they pass on the Street. Because
of the similarity of Expression on
each face, and because each will be
carrying a copy of our Publication,
the Horse is bound to Associate these
Demonstrations with the Appetizing
Advertising first displayed to him by
his Master. And now we come to the
point of Final Capitalization"
In cans or jars?" dreamily
queried the Manufacturer. The Visi-
tor, not to be deferred from Landing
his Logic at its Terminal Destina-
ton, continued:
In this instance, the Horse is the
Ultimate Consumer. Having as yet
found no method of encouraging Di-
rect Buying among Horses, we must
Content Ourselves with the Process
of Indirect Purchase through the
Medium of Direct influence Desire
for the Hay becomes an Obsession
with the Horse, and, as is well
known, an Obsession is the Primary
Cause of Heaves."
The Heaves?" echoed the Manu-
facturer; that sounds to me like
Added Efficiency, because the Horse,
always a Hauler, now becomes a
AT this juncture," said the Visi-
tor in Conclusive Tone, you
change your Advertising Copy and
offer to give away with each Bale of
Hay bottle of Heave Cure. The Re-
suit is Obvious. Your business is
established as National Factor, and