Show consistency in advertising it Is 18 rather clint with ali nil tile Illo money lloy spoilt spent on oil advertising so little Is ia actually known of tile fundamental principles involved tile the istilart advertising nion men like to it groat great loal deal about tile science of advertising but clion you got I right ight down to specific thum tile science seema pretty nebulous ani and the general principles for their gulla guidance tieu fow few ani fur fill bet between woon ono one tiling which appears out of tile gol general loral fog Is 18 tile of continuity advertising scorns to domond lop olid on oil tilts this than on oil tile sizo aizo of display splay li or alio general attractiveness of tile copy which la Is presented A fow few yours years ago a 0 proposal was with ono one of loading weekly periodicals in III tile united status states for advertising it a nationally known pro product luet tho of the product was astonished whon it refused rofu soI to tako take tile tho contract unless tile agree to purchase so space for fifteen issues within tile tho course of six alx months at first tile tho ill tilt fix thought tills was a to compel the spond liiK 9 of moro more lioney but lie ho was waa finally convinced that tho the publication was perfectly 1101 honest lest in its contention unless tile tho advertising produces it a return to the manufacturer commensurate with tho cost that will be the last tho alio paper papel will see from froin that particular diio periodical fools feels that ono one ot oc two sporadic insertions will bring no results and that tile dani damages ages to tile reputation of tile periodical licul ns as an ail advertising lie ino deum through such sporadic advertising will bo be greater than any price that can call bo be asked for tile the space apparently tile effects of advertising Is an all unconscious one produced produce I by constant iteration tills makes it seem that tile tho subject matter in tile the advertisement verti Is of lessor importance tile the tiling Is that if you licar or see tile waine same store toothpaste automobile constantly advertised coonor or inter when you como come to think of it a storo store toothpaste or automobile tile tho namo name of the advertiser comes coine into your mind and lie ho gets your trade A great splurge in III advertising is probably worthless constant consistent hammering Is tile tiling thing that counts tile the large advertisers seem to have grasped tills this point and that la Is liro probably bably why they do so much more advertising relative to tile total of their bu business diness than do tile small people the small man inan Is apt to got get no results and say that advertising Is worthless wil whereas oreas lie ho would havo done much bettor better to havo have spent less money at any particular thue but to have spent it over ove r a continuous period to do this tales takes patience and thought neither of which aro are common commodities pay fay ingalls in tho the bath va enterprise |