Show TRUTH i SING By CHARLES B. B ROTH FINE GOLD F F YOU want to discover the humanizing humanizing hu hu- I II influence of advertising i ione one of the extra dividends it pays I you every time you buy make this experiment First go into the store of a merchant merchant merchant mer mer- chant who doesn't advertise it probably wont won't be bea a very large store r Next go into the x store of a merchant Y who does See where you ou receive the most courteous the most 7 attractive the most gracious service and treatment One of the big truths of advertising is that it not only only saves you ou money Charles Roth when you buy but also makes your buying more pleas pleas- ant The merchant who advertises hasan hasan has hasan an obligation to uphold uphold the the obligation obligation obligation gation of fair prices and better ice This obligation becomes the ideal of his business Whatever the advertising says about his goods and his store he feels he must pro pro- vide As a result the intangible in influence influence influence in- in fluence of the printed word makes Itself felt in the courtesy consideration tion and desire to serve of every member of his organization You may have noticed that when a adore astore tore store begins to advertise something takes tales place Its employees clear I down to the delivery bo boy become seized with the inspiration the advertising advertising advertising ad ad- has set up The reason for Cor this influence of advertising is not hard to find The advertiser is a leader and every leader has bas an obligation You as a customer benefit greatly by this indirect value of advertis advertis- ing You benefit in additional courtesy courtesy courtesy cour cour- tesy additional consideration and in inthe inthe inthe the additional value you receive for your money because advertising has always been the one means by which prices have been brought down The merchant who advertises sets himself up as a price and quality standard for the community You buy from him and receive the most for your money And you also receive the most in human values valuEs- in wh what lt a wise man once called the lithe fine gold of business The time when business is the pleasant est is when a fine sense of mutual mutu l confidence exists between buyer and seller r. r In helping bring this feeling feeing about newspaper advertising advertising adver adver- contributes something to business business business busi busi- ness which is of as lS much value as its practical services It contributes a mutuality of feeling feeling feeling feel feel- ing that gives business a character and a trust that nothing can rep replace Fine gold you knowe know Q eJ Charles n B. B Both Roth |