OCR Text |
Show Advertising Aids Both Duck eggs are as edible as the egg of the chicken and are much larger but there is no market for duck eggs. The explanation ex-planation for this as given by the advertising man is that every time a chicken lays an egg she cackles all over the barnyard, barn-yard, proclaiming her product to the world, but the duck lays her egg in seclusion and makes no noise about it. Business is like the egg. Some merchants advertise their goods and sell them. Other merchants do no advertising and, consequently, little business. The wise merchant, when he receives a shipment of goods which he knows the public wants does not whisper the event down a bottomless well. He comes bodly forth in the newspaper pages and heralds his wares. When the general store filled every mercantile need in the embryo communities they may not have been much need for advertising. Only the' bare necessities were obtainable obtain-able and the consumer had only the general store at which to obtain them. All that has been Changed. There has been specialization in business just as there has been in labor, the profession and industry and specialization has brought competition com-petition and expansion. The inevitable outcome of the evolution, or revolution, of business has been the realization by both merchant and customer cus-tomer that advertising is as necessary to modern business as service. In fact the consistent advertising of its goods in the newspaper is a part of the service of every modern store which aims to serve the public. |