The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1922-05-18
Continued from Page y

If has wide DOtentia1 distribution. EV-
erybody can use it and Everybody can
afford it. Let US select th e tooth brush,
then then as s the basis Of our campaign.
Now we have in our line the pre-ad-
yertising tooth brush 1t was a
straight-handled brush, Won will re-
member and had a perfectly straight
crop of bristles like those little mus.
taches mai nsed TO be fashionable, Shall
we lift that brush out Of our line. nut
a trade mark on the handle and by
shear weight Of publicity concentrate
the existinp demand FOR tooth hrushas
on our tooth brush That vas the wav
they conducted a national advertising
campaign twenty years ago ago. Today. we
have come tn reaIize that M artic1e iS
worth advertising that will nor self
itself if the full facts about if are thor
nmehlv understnod hscanoe ths a. n,ost ~" "a
fattst thorSS;r ~ ,iSaeHstnnn Thot III" i.i
mhTe n ATT TIT nnTnd ,ii5s9' "as -
t Mtsx ~ haHES lfhniHE a 81 H;SllESnt Het3
1ney neeu COERCION IN me mater .,1...; o.
truth-in- advertising, because advertls-
merchandise SO people will come INTO
stores and see If the goods square with
the descriptions. If not they don buy
or If they do, they go back home and test
the articles in the home and find how
big liar the advertiser was. Of
course II ne wasn't llar they woulo
to sell 6y msrepresentiing merch nan,
disc in advertising is tearing down with
mis- own mana the only STRUCTURE upon
which success in merchandisng may
be based "a; an and IT., that is the GOODWILL
oF The CCsiOMEh. ,, !,
h,,; G~ ,Svrtsnr nay say ,rtic,s9 Gan
Course the retail retailer nc" cannot build adver-
tlsing INTO the artlcie put ne can PICK
art ;'t lh'o WHICH advertising has oee'l
ou1t1t do ~. MAO, h,, h,,i,a;ne ,d,or
x; Wnat ~ We meal i ~ "I u aus ,a,,
h h,Ss eu an a w nti",a yo o
oulla aoVereising INTO an article, IL you
ornize merchandse j ;nto oW wb u So adv e
Using mas oeen Dull, or II you are a
aeta1es: now ~ autertas.ng ou'.. Ill, INTO
tisinr XIII into os INV iva ~ maSia .
1hrnvrh I'M wes ~ 9ha ene cs
ts 'ne sSss " me plospetS.!se GUS
iyaf,at we Cant sell the SRTiCLE. Gus Gus.
CONE ae,I IN ane s1 W. IN ~ nu.
t"eghnh ~. Se aTtEes We sen me use
Years ago Mr." simmcns ~ ~ 81 n,,n eos
mar aroM w - Jom ON SAD 70 she sales
sell aaser ;; sell SCI the customer HOLES
make fhsm:. Ths same thinE IS tSue q q
syerysnlng mat, you ana l try to sell
nor sexampre: Jets p take the case o.
JS;In, pou Nv, an o'ervoaa iast Fall: nou
6 Soon 'Du H ,v an 0 o. what you
style ST. Yo bomphf the
F1ScrioSs Of the evereoat: Exe cry
woman who buys clothes buys STYLE
lrss any .he 1ansr aolI pms 81
doesn I ouy CLOAK or SUIT; sne ouys the
function Of the cloak or suit to her
It's always true .tnat "nat we mus s.
sell IS. the oSE 70 when tne article ne, Is
rtoabe pvt rG ma tnas use Sc we EN- mus 3,
the prospective customer and consider
what could the customer 90 With this
article If she or he bought 1t: That ides
is nothing new. of course but some
times feel that II a thing is new 1t prob
ably isn't true and if its true certainly
it will not be new. Ramesis, the III
said that about 1000 years ago: Lee
us now consider the possibilities o.
building advertising into tooth brush
by looking at the tooth brush through
! Inc eyes OF 'ne customer d ana no, CONSIDER
ing ma, t he co,,i4 Ne . uEs VIII nrusl
W. 49, S;d ~ n,sto,"a 49," d u;th o ne
-adv a e hr,,sh9 LIZ no s Mln N N
served that wbi,e fhe creator i dss,en on
.sa , e o',tf 81 oae a,, Iesisnee
Ie, Hua" ~, ."oi ~ q 60. We, ne nian
20 that n ono hecnmss ahsent. oiu -,
ont Ibromrh tbn side ~ p tis f me o'4si
nc hv;iS ~ srs+ $780, ~ ms taGe zee. Le
onr hr,,sb hm StTpWIS Sisihf PGi't nv
nIE r. face IN" han
me ma ny *, onJet't t TO me ola prusf
90 read;,v that at ~, tiiG n.S'ies lame gu
half It's winter coat amnnr p' e,,r Icy Icy,
after using T. nnce W. WI, nuorc oeso.
diSect Gogo n On py SINKING the nrlstle.
hr,sh reai,v S;dn't rI,rAN too+ tie U1t
don't have 10 clean teeth across t ,hs Wv, W.
face; but in between; and the on a wa,
have brush with he bristies az, - y
thew can GET in hot ween a.,d 81 GU -
nexy MONT viii he ~ EEL, alin SO n n
bristies of our brush. SO they can IN g a
those three noin1s huiit into a'is s,,r one he, o
will give us The entire tooth hrmsb 10 y