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Show TOOTH about AOlFERTiSIflQ By CHARLES B. ROTH MEMORY COURSE IN 1,000 LESSONS vHE German psychologist, Eb- binghaus, a careful, scholarly observer ob-server of the workings of the human mind, has said that we forget 90 per cent of what we learn within 24 hours. From your own experience experi-ence you know that what he says is true. The business man, noting this, understands un-derstands why he must advertise, not occasionally nor sporadically, but all the time. It's the only way he can be of the greatest service to his customers. His advertising reminds us of him i and of the things he sells, and j though we may for- get him and those things between times, every advertisement adver-tisement he publishes pub-lishes renews the impression and creates cre-ates recognition of his business. His problem is to find the most economical eco-nomical way of reminding re-minding us that it is - I l-Jrj: 7Sr f I to our advantage to charles Roth trade with him. He discovers soon that nothing is so economical a medium for this purpose as the newspaper. There he advertises. We read. Both he and ourselves beneSt by bis repeat-I repeat-I ed advertising. ' He benefits in the obvious way. by winning us as steady customers, j We benefit in an equally obvious way, by finding a man 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 business. busi-ness. Often that news is of far more importance to ns than any other news in the paper. For example, if a woman needs a new coat and scans the advertisements advertise-ments to see what is being offered, the business news she reads is of far greater moment in her life right then than the story on page one of a war in Asia Minor or of an oil field fire in Texas. Stripped of all glamor and mystery mys-tery advertising amounts to nothing more exciting than this: telling people peo-ple of a place where they can get what they need to make life possible possi-ble or endurable or lively or enjoyable en-joyable at the most satisfactory and economical basis. The advertiser who keeps telling the story of his advantages naturally natural-ly gets the bulk of the trade, because, be-cause, as yon have just learned, we all forget rapidly and must be' reminded re-minded continually if we are to act. When advertising is carried on for a long enough time, the name of the man and his product become a part of the daily life of millions of households, house-holds, respected, revered things and names, almost as close to us as friends or members of our own family. fam-ily. Charles B. Roth. |