Show Acher aan er here is in e from an address by b H N AIcKin ne expert of N W aver aner son halh which should be read by b ecru mer chint a it tells the po iver of ad ver tiRina lies Ader advertising is the art of creating i desire or ine inre es Ting ing an already ex e asting desire and fixing filing it upon some certain article until thit article is purchased AdNer advertising is the silent eal balman man repeating the elling ment artil it fains itself in the mind ot the reider reader advertising is not a get rich quick scheme it is not an ea 3 road to acce it is a bird painstaking of humin nature in all its phi philes stes and its success is an evidence of a correct understanding der of the human mind fhe he principle of all advertising is alais the sime the tion of the principal is rarely avice alike the principle is the creation of thought and the molding of t tact t iani it mil t thought in a guen gien direction not bother hc ther tie article ad advertis ertis ed is a bonda diamond bracelet or a package of foul the object of the advertiser er is to reate create ii a leire le ire for that particular thing go 0 o intense that a sale follon if instead of i hing to ell an article it t is dabir ed to change or direct public opinion in a riven gien direction tre tle ame under aing principle Dnn Drin ciple I 1 1 olds old and the of the elfort cep rid ads prima maril nl and almot almost entirely entire upon a correct knowledge of humin nature hile the principle is unchanging and unchangeable the appi application ell tion of it mut mu t bs be fitted to each individual ual caie and not a mall part of min mini advertising failures is due to the he assumption that because becane a certain line of ader advertising his been successful in one cae it will I 1 tp ii in nother the right principle vis is vron elv applied with re resulting failure rhe fhe first and hobt important re q of all advert advern ini ing Is honesta in success can be purn permanent anent unless honesty honest is IR the foundation dpn which ce everything cl ele cle e iii IB built iha firt article icle mm be honest in its in nu facture in its appearance and in its price chile bile the must be honest and truthful 1 in a all 11 I 1 slid th all impressions and aver aveo noNer proposition ne lie ce cei tates a study of its requirements rients is peculiarities and its ds as ae dl ds as its ad advantages vintages given an rude to the capable ad vattier er asks ahki Is t there ere already a demand for it it if not ho hon can a demand lie be created if is how cn cin it lie ija mc reail who v ill buy if where do the lie how ho do thea alie think thinks what argument will vill apical api ical to them what n mediums nedium sean can they le irei ched uron the carlt irger to these ques lues eions successful advertising depan cepi ada 3 and no advertising can be planned edor or executed ted without careful of these question oi s in the bell ebion of mediums of ng ing equal e ciri irl and thought must be L men lien arid and here again accurate knowledge of humin nature is indispensable pen sable the mediums molt able abe in bankers kiy be val ueless in reaching servant girls girl that which would be profitable in a adir d r cigars cig ira is apt to be wor worthless t hl f for the of sewing machines A lengthy advertisement in a newspaper or magazine might he be extreme y valuable and yet on a poster or in d street car would be utterly useless Is it better to run sit an merit without change or i it be frequently changed is is a tion ibold d anil and never satis fictor fic tonly ily answered an but one day lit in st louis I 1 got an ide i on the tint thit has been fUl at a table near me sat feat a wholesale hole sale grocer and a manufacturers salesman the salesman ws was trying to induce the dealer to bu bui an extra urge large bill of goods fio oile and after pressing ins ills desire till ill 11 argument was echaus ed he attempted ta t clinch it by baying no other gooda are as well elvertia ul vertia ej 2 d as a these we have hanc purled sign everywhere the grocer w is 13 ir at tire the sales mans persistence and replied yes ani its the same aarne old thing down in boston where I 1 come from the have a rill pile of stone atone they tacy call aunker hill monument it up so go high lou ou can vel eee it from everywhere and everl everi body knows about it one day some fool of a rc reporter porter wrote an article about the monument and acid put it in one of the pipers and more people went to see sec bunker hill monument the next day than hid bid been there in a month your old never changed signa are like the bonu monument men t they dont tell an story |