ADVERTISING POINTS.

Taranaki Daily News, 25 February 1922, Page 12

ADVERTISING POINTS.

The public are coming more and more to regard a merchant’s advertising as having the weight of an official and responsible utterance of a business man who cannot afford to deceive his customers. It is morally certain that he will have to make good on his statements. He cannot fool* the people of his own home town for long. Thus the man who advertises is. as a general rule, the man to be trusted. No other form of advertising has the definite audience, enters the home, and has the “news” value of the newspaper. No one will dispute for a moment that the newspaper is supreme as an advertising medium for the local merchant. You not only reach a larger audience through newspaper advertising, but you catch the pospective customer in a receptive mood. The man or woman reading a newspaper is in a mental state that brings response to selling argument. Your advertisement for the moment occupies the whole of his thought. To convince a person that he needs a certain product, to convince him tnat the need exists, yon'"Will resort to forceful newspaper advertising. A couple of words on a tram ticket or a billboard may remind him of it. But to educate him, and to persuade him to change over to the new product, the newspaper is the medium par excellence.