Show Ad Advertising Is Food for Study J Failure of merchants to study advertising methods as a means of coping with changed business conditions conditions conditions condi condi- was outlined by Pryor Irwin counselor of the Chicago Retail Merchants Merchants' institute who spoke at atthe atthe atthe the chamber of commerce membership membership membership member member- ship luncheon Wednesday noon Advertising doesn't mean bunk One has to study it Mr Irwin t t. id That does not mean that what ex experts experts exports ex- ex ports have spent half ball a lifetime learning can be learned by a merchant mel mer chant in fifteen minutes as many I of or them are now trying to to Slack methods of merchandising were pointed to as causes of many failures allures Mr Irwin pointed to the situation wherein the customers customer's buying power Is reduced and charged the merchant with the duty of or keeping this buying power at its maximum if business is to continue healthy |