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Show ! PUBLICITY PRESltfTENCE Tho merchant who Is starting an advertising campaign frequently rails 10 appreciate tho necessity of persistence. persis-tence. Ho la more apt to pay for it big spludgo for ti few numbers and then quit for 11 time. Tho general trend of'ndvorllsiug opinion Is that a suiullcr Bpneo used regularly miys bettor. bet-tor. Tho results ut advertising comci in jiio or two wnya. A buyer may huvo ill mind somo particular purchase that it Is desired to make nt that lime. I'ho newspaper Is searched to seo what merchants nro advertising In that line. Tho most attractive offerings offer-ings nro noted In tbo memory. Tho customer visits those stores. Whllu this la tbo kind of a thing that Imp-pens Imp-pens every day", It In not tho whole result or effort of advertising by tiny ineaiiB. Tho other result Ih tho creation of a general Impression that a certain merchant Is, enterprising and Is using us-ing much effort and Intelligence to glvo good values, That kind of advertising ad-vertising Is cumulative, tho outcome of driving a curtain Idea Into thn public pub-lic mind day after day. A woman may rend advertisements for many week and not buy anything of a certain lino simply becaiiBo she Is already supplied sup-plied with those goods. Finally she concludes that alio must make, n purchase. Ho mind reverts to tbo notices or that kind ot goods she has been soelug lu her newspaper. The man whoso advertising she has seen week nflor week or day oftcr dny Is tho 0110 that has mado the Itnpres-slon Itnpres-slon on her mind. Slight Impressions govern trade. It Is next to Impossible tor a mini who does not advertise to convevy tbo Idea that ho Ih iiii enterprising denier. Ills townspeople will not push his busl-uess busl-uess ror dim, ir lu Is too slow to push a for hlinseir. Tbo only way to con-vlnco con-vlnco people that )ou have, values, Is o toll the public what you havo and iet them Judge. Tho nowspaper will nlk to hundreds of pcoplo while you ire explaining to one. |