Show Advertising Not I A M A Miracle TJ Worker B I II I Advertising is not a miraculous miraculous lous system to enable I m merchants mer- mer e r- r chants to sell worn shop-worn out- out of date of-date merchandise for profit IN FACT advertising is not nota a device to sell anything not up to The merchant who sells knows his merchandise must meet competition which means it must be as good as anything offered to consumers ers whether the offering is through personal conversation in his store or in the columns of a newspaper through adver adver- Advertising doesn't increase the utility of the articles advertised advertised ad ad- adI I to prospective buyers I Confusion over this is the basis basis basis ba ba- I sis of many attacks upon advertising advertising advertising ad ad- by those who do not realize that advertis adverbs i f ing n g is merely modern salesmanship BUSINESSMEN employ individuals in individuals in- in individuals to sell goods They do not expect salesmen to improve improve im im- improve im- im prove the goods sold in order to justify their salaries Salesmen Salesmen Salesmen Sales Sales- men are only expected to sell And the better the goods the themore themore themore more the salesman will sell It is the same with advertis advertis- ing |