Show ins IDS COMBAT COM HAT FIXl If 12 I I n 1111 11 American standard of living is h the in lr inthe inI I the world One Clue of tho most nl slin things s it is tile the net flint the public Nel- Nel takes the in Iii now new and im fin- improved roved proved It H tins lius ai- ai products v w boon a n man t with wilh n a new tew Idea PH Idea to nail who hell who tins has mule UK the improvements and o them than to the Ule pub pub- public public public lic through advertising tg the public luis bus ac nc- accepted till the new idea i eo and a u anew new standard him gnu been In-en from froth which to start still further Im Iris Our mothers and In gladly accepted crackers scooped out of ot n u barrel Into u II paper hag ba Then someone s v m e 0 II e con conceived the idea idell of ot crackers boxed In moisture proof p paper r o ape p e r trade trade- trademarked marked und and sold Buld for five live cents a II package T h e t new Idea iuta was nd- nd t v c e r 11 s c e d the l he public accepted It GJ and a u whole new Industry cre ere This conception df advertising as 08 the site most economical means menns of ot of of- offering feting fering a n new rind and better idea ideo to the public explains explains' ninny many called so-called tall full failures ures uros of advertising Such failures allures tn are arc due to the tact fact that advertising Is often used to otter offer an Idea l ea prod prod- product product or service that Is not lIot Interest Interesting I ing trig to the public or because the Die new idea Is riot not kept before the pub public lie lic for tor a long enough period of time I for tor consumers to thoroughly understand under stand and appreciate it I Twenty years ago a large Insurance ance once company spent a n large lurge sum ot or money mOlley offering a II new type of ot policy Results were not satisfactory and the officers of the th company said Advertising of Insurance is a tall fall failure ure urn and we will never spend an an- another another other penny in advertising It was later Inter learned that the policy offered in the advertising was not popular and five years later had completely disappeared from the insurance business Dell HeU Syndicate Service |