Oxford eagle., 1918-01-03
w HAT Is BUSINESS7
CHAPTER 1


sslesranShip if you choose to so view
1t: but If you do, you must admit
that advertis ing is the most import
ant part of salesmanship.
| Or. You can turn around and say
that advertising is the main head
and that salesuanship is the most
important part Of ADVERTISING.
| That is the way the writer prefers
to consider it.
| Advertising, of some kind, is ab-
solutely necessary, for nobody ever
bought an article of which he had
never heard, nor dealt with store he
did not know existed.
| 1t is a great mistake to think that
advertising can only be done by ex-
pending a lot of money. That is a
miscoaception of the meaning of the
word.
Advertising does not m a n
spending money. In fact, it is only
the kind of advertising that is done
wrong that actually costs the adver-
tiser anything Ii pays its own bills
when il is done with a clear under
standing of the few simple rules that
governsit and does not cost the ad-
veruseT a cent.
Any advertising that does not
bring back all it costs an a little
more, has failed in its true purpose
and its failure is due TO cause.
There may be many reasons for
failure, but in the end there is but
one-the advertiser did not know how
To succeed
After tiventy-six years as an ad-
writer. FIVE Of which being spent as
an instructor in the principles of
t>es.>ct - -ftfsiAg and saies1sanShip.
and finding that my previous works
have been well received. i is my pur-
pose in this. my sixth book. to set
forth as clearly as the English Ian
guage will permit, the few simple
rules and laws that govern scientific
advertising. and which rightly under
stood, eliminate the element of
chance and make your investment a
scientific certainty of profit
I do not deny that is costs money
10 advertise. II does, and an awful
lot. too. Six hundred millions a
year, We are told. is the nations ad-
vertising bill.
The question is, who pays the
cost,
The prevailing opinion is that the
burden ultimately falls on the con-
sumer
Let us see
Ivory soap has been extensively
advertised II is one of the most ad-
vertised articles now before the
American public Thousands have
have been spent on it.
Buy a cske, compare it with any
other brand that has not had the ex-
pense of advertising. 1t is just as
big, weighs as much. will last as long,
do as good work, and as much of it.
Tell me, then, how much you, the
consumers, are being taxed on that
cake of soap to pay the cost of its
advertising.
Il If you want another example, take
Wriggley's chewie gum. Buy a
nickle package. II is just as big and
as good as any other in spite of the
thousands it has had spent on it for
advertising.
Perhaps you can see it better if
we magnify it. Look at the Ford
automobile. bigger thing
You can buy Ford for three hun
dred and sixty-fve dollars.
. Why? Because il has been so ex-
, tensively advertised that the factor
les at Detroit are turning them out
one every three minutes.
Someone has said that is not fast
enough, because there is a sucker
born every minute.
II The advertising Of the Ford has
made such demand that they make
them in such quantities that the cost
of production has been cut down un-
til you can buy one now for one-third
the price il would cost if they were
not so produced How much. then,
are you paying fer the advertising
when you buy Ford
III Now we will get nearer home.
Take the store that advcrtises, Of
fering specials at reduced prices.
People who buy these speciEis. often
: at less than wholesale COS, save
! money by so doing, and not : single
J. other azticle in the store has cent
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