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Show '- j THE trouble with lots of advertisers is that they go gunning for elephants with a 22-cal. rifle. Tliey ) imagine that a dollar ad. in one issue is going to bring ! them a hundred dollars worth of new business. It won't do it, unless they have some very attractive proposition to make, which will mean the sacrifice of all the profits, at least. It takes big guns to win a war, and if a merchant wants to "tear up the earth" I and create a big commotion which will demoralize his competition, he must use powder in generous charges. You don't sec the tobacco merchants going go-ing after the smokers with a two-bit ad. No, they use large spaces in practically all the newspapers and I magazines. It costs them hundreds of thousands of dollars, but they sell the "tcrbacker." |