Show I bout ADVERTISING By Ey CHARLES B. B ROTH MEMORY COURSE IN 1000 LESSONS EbU Ebbinghaus Eb- Eb fl HE German psychologist U j a careful scholarly observer observer observer ob ob- ob- ob server of the workings of the human mind ha has has' said that we ve forget 90 per cent of what we learn within 24 hours From your our own experience experience experience ence you know that what he says is true The business man man noting this understands understands un un- understands why he must advertise not nol occasionally nor sporadically but all the time Its It's the only way he can be of the greatest service to his customers His advertising reminds us of him and and of the things he sells and though we may forget forget forget for for- get him and those t things h i n g s between times every advertisement advertisement advertisement adver adver- he publishes publishes publishes pub pub- lishes renews rene the impression and creates creates creates cre cre- ates recognition of his business His problem is to find the most economical economical economical eco eco- way of reminding reminding re re- reminding minding us that it is isto isto A to our advantage tage to Charles Roth Hoth trade with him He discovers soon that nothing is isso isso isso so economical a m medium for this purpose as the newspaper There he advertises We Ve read Both he and ourselves benefit by his repeated repeat repeat- ed advertising He benefits in the obvious way by winning us as steady customers We Ve benefit ui ur equally obvious way by finding a m man n whom we can trust and from whom we can buy all the many things we need to make our lives more interesting and complete Advertising is the news of bush busi ness Often that news is of far Car more importance to us than any other news in the Ute paper For example if a woman needs a new coat and scans the advertisements advertisements advertisements advertise advertise- ments to see what wh is being offered offe-ed the business news she reads is of offar offar offar far greater moment in her life right then than the story on page one of ot ofa a war in Asia Minor or of an oilfield oil oilfield oilfield field fire in Texas Stripped of all and mystery mystery mys mys- tery advertising amounts to nothing more exciting than this telling people people people peo peo- of a place where they can get what they need to make life possible possible ble or endurable or lively or enjoyable enjoyable enjoyable en en- at the th most satisfactory and economical basis The advertiser who keeps telling the story of his advantages natural natural- naturally ly Iy gets the bulk of the trade because because be be- cause as you ou have just learned we all forget rapidly and must be reminded reminded re re- re minded continually if U we are arc to act When advertising is carried on for fora I Ia a long enough time the name of the theman theman theman man and his product become a part of the daily life of millions of households house house- h households use I holds respected revered things and names almost as close to us as s friends or members of our own fam fara ily illy i Charles B. B B B. Roth Both |