Show ADS COMBAT FIXED HABITS I II I HE American standard of oi THE J- J living is the highest in the world One of the most interesting interesting interesting inter inter- esting things about it is the fact that the public seldom takes the initiative in demanding new nev and improved products It has always been a man with a new idea something idea something to sell sell sell- who sell who has made the improvements and offered them to the public public public pub pub- lic through advertising Gradually the public has accepted ac accepted ac- ac c- c the new idea and a anew anew anew new standard has been established from which to start still further im im- im- im Our mothers and fathers gladly accepted crackers scooped out of a barrel into a paper bag Then s someone 0 m eon e Conceived conceived conceived con con- the idea of r crackers boxed in a moisture proof pap paper e r trademarked trademarked trade trade- marked and sold for five cents a package The T h e new idea was advertised advertised advertised ad ad- J t the h e public accepted it and a whole new industry was cre cre- This conception of advertising as the most economical means of offering offering offering of of- fering a new and better idea to the public explains many so-called so failures failures failures fail fail- ures of advertising Such failures are due to the fact that advertising is often used to offer an idea product product product prod prod- or service that is not riot interesting interesting interesting interest interest- ing to the public or because the new idea is not kept before the public public public pub pub- lic for a long enough period of time for consumers to thoroughly understand understand understand under under- stand and appreciate it Twenty years ago a large insurance insurance insurance ance company spent a large sum of ol money offering a new type of policy Results were not satisfactory and the officers of the company said Advertising of insurance is a failure failure failure fail fail- ure and we will pill never spend another another another an an- other penny in advertising It was later learned that the policy offered in the advertising was not popular and five years later had completely disappeared from the insurance business Bell Dell Syndicate Syndicate Service |