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Show r-DOLLAR MAKERS Manufacturer Can Sell for His Customer By GEORGE T. EAGER THERE is a type of advertising adver-tising used in business today to-day which is known as "talking "talk-ing to the public over the shoulders of your customers." custom-ers." For instance, a manufacturer manu-facturer of tin cans does not sell to the general public. But he does sell to the packers of food products. So his advertisements adver-tisements tell the buying public pub-lic about the advantage of canned food products and the can manufacturer thus secures the I good will of every food packer. His advertising talks to the public over the shoulders of the packers who are his customers. It is not ethical for dentists to advertise ad-vertise but a manufacturer of product sold to dentists published I newspaper advertisements adver-tisements headed, "Who Stole This Dentist's Hour?" and pleaded with readers to keep dentist's appointments. appoint-ments. He earned the undying gratitude grat-itude of all dentists. den-tists. Since the housewife house-wife cave up bak- ing bread at home the market for yeast has been among commercial commer-cial bakers. But consumption of wheat flour was 21 per cent less from 1920 to 1930 than it was from 1890 to 190O. So a large yeast company com-pany advertises the health benefits of eating more bread and creates good will among its customers, the commercial bakers. A manufacturer of laundry machinery ma-chinery tells the public about the benefits of patronizing laundries, a leading bank advertises its home city, a railroad advertises the section sec-tion of the country it serves, a gasoline gaso-line company urges summer tourists to spend their vacations in the states in which it does business. Many businesses that do not sell the general public can advertise for the benefit of their important customers custom-ers and thus benefit themselves. |