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Show t;:e only store in town should advertise When the automobile manufac- tiireis of America had produced enough cars so that there was tne to nearly family that could buy a car, they did not stop making cars or advertising them. Rather they siot together and said, "now we will proceed to sell each family ar.o.her car." They might have saved their money and said, "everybody knows our car and all about it, why advertise!" But they did not. They advertised- all the more. ; . Oftentimes a merchant thinks, "Why should I advertise! Everyone Every-one here knows me. I get their trade." - .,", .r;'. ; , If this fiort of policy had pre vnilcd witih the manufacturers ol automobiles When they ,had sold .'very one a car they Would have A merchant even though he W the only merchant in his locality can make money by adver.ising 'letause by advertising he can 'lxrcase his sales. He can lead his customers to buy more, to buy the new things that coine on the market. He can stimulate desire and create demand and thus increase, in-crease, his sales aand his profits. It is '.he modern merehandiNinj. way. It is good business. |