WHY ADVERTISING MUST BE CONTINUOUS.
THE PUBLIC SOON FORGETS. Evidence that “the shortest thing in Hie world is neither a mosquito’s eyebrow nor a gnat’s whisker,” is presented in a series of booklets published by a well-known motor car manufacturer in an effort to get dealers to see th? value of consistent advertising. The shortest thing in the world is the public’s memory. “Ask the next man you meet some of these questions on national events and see how many correct answers von continues the argument. Tf asks ’ ’ fit was tlie disaster that Halifax ■=nfff , red from: and. it might have included a ouery about the name of the present vice-president of the T'hiited States. Public memory is short. The rank and file <soon forget. Advertising has a. cumulative effect. Keen everlastingly at it asd Hie mcmorv will linger—but advertise once or twice and then unit and what was advertised is soon forgotten. There is ? favourite saving around newsnaner offices that is so old as yesterday’s news. So old. in fact, that the newspaper readers as a class have forgotten most of it. Trv remembering what was in the day before yesterday’s miner. Not so easy, is it? That’s just th? reason why advertising must be continuous.
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Taranaki Daily News, 21 October 1922, Page 11
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207WHY ADVERTISING MUST BE CONTINUOUS. Taranaki Daily News, 21 October 1922, Page 11
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