Jasper County Democrat, Volume 14, Number 76, Rensselaer, Jasper County, 30 December 1911 — Meaning of Advertising. [ARTICLE]

Meaning of Advertising.

The primary object of the merchant who advertises in today’s newspaper, says the Philadelphia Record, is to sell the goods that are now on his shelves and counters. The secondary object is to sell the goods that will come Into his store next week, next month, next year. - The merchant should never lose sight of the secondary object of his advertising. Each day’s ad must be a substantial addition to the founda'ion of his store’s reputation. The cumulative effect of daily advertising is to make such an impression upon every newspaper reader that if he does not want any of the advertised articles immediately, he will eventually be made to want them, and will have his mind made up in advance as to where he had better buy them. Frame your advertising with a view to Instant results, but count confidently on an extra dividend in the shape of future results.