WHY ADVERTISING IS

Taranaki Daily News, 28 August 1920, Page 9

WHY ADVERTISING IS

BELIEVED. PURCHASES ARE MADE FROM INFORMATION READ IN PAPERSPART OF DAILJ CURRICULUM OF FAMILY. Advertising has become a part of successful business. It is the printed word mouthpiece of the sales department. Through the printed word of advertising, the advertiser tells the story of his goods and his store to the reader. Every valuable piece of goods has its many sale points. Each one of these points can easily be eatlogued and all told at one time in the advertisement, or they can be spread out from time to time and . explained in detail to the reader, says a well known Advertising man. The real advertising writer of today explains the article in a simple, truthful manner, and at the same time creates in the reader's mind an educative or constructive desire for the article. The especially strong features of the article or goods are brought out. Usually some particular feature is emphasized and thoroughly explained in order that there may remain in the reader's mind a reason why this article would lie a safe and useful buy for him. ADS READ AS CAREFULLY AS NEWS. The many important usages that the urtiele or goods can be put to by the reader are thoroughly explained. Itadvantages in the modern mechanism of home and business life are portrayed. He reads these ads almost as anxiously as he docs 1 much of the solidlv set news. He meets his neighbours from time to time, and finds' himself discussing the merits of this article, even though lie does not have same in his possession. In other words he is ing the article or goods through knowledge gained through the advertiser's printed word. Perhaps (lie neighbour says to him: "That is a wonderful piece of goods (or article, as the case may be) A friend of mine over the way ha.s one of them, and it is giving good" satisfaction, and he is highly pleased with it." The reader soon finds himself seeking out: the advertising from day to day, and reading -it over carefully, and in' many instances becoming a buver. The bp.it possible effort should be put. in the preparation of advertising Advertising costs money, but it i brings in sales and profits, arid directs the buyer to his desired purchase. Advertisements are a service to the purchaser as well as to the seller. Instead of the marks of trade being confined to a twenty-five-foot or fiftyfoot building, with advertising it spreads out over perhaps a county, or many counties, or state, or states.' The family reads the news of the paper and knows what is' going on all over the world, and in the state and county and city or town. They read the advertisements in the same paper, and know the news of the best in the 9*i'Cfuitile world