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Show WASTE IN ADVERTISING. :o; This is an age of advertising. Business could not get along without it. Yet many merchants waste a large share of the money they think they are spending for advertising and wonder why they do not get better results. Women do most of the buying for the home. Now, did you ever see a woman go looking over the bill-boards, or reading the movie screen advertisements in, order to make up her mind what or where to buy! Does: she get her shopping information from a theatre program or a telephone directory? Not on your life! Outside of the store itself, the best and almost the only way tol attract al prospective customer's attention; to what you have to sell is through the newspaper that goes into the home. The store that advertises adequately and persistently in its local newspaper has no need, to waste money on the inferior mediums mentioned. 1 Furthermore, let the newspapers be your messenger. A merchant, with goods to sell, should not ask bis customers to trek to his store, looking for something. Print the message in your newspaper and it will be carried to the one who buys from:you. It will please the purchaser to know that he or she will not have to walk long blocks to get something the merchant mer-chant may or may not have. Let the newspaper carry the message. |