Jasper County Democrat, Volume 21, Number 68, Rensselaer, Jasper County, 23 November 1918 — THE FALL CAMPAIGN [ARTICLE]

THE FALL CAMPAIGN

It would be just splendid if we could make the merchants of Indiana

realize how greatly they would benefit by taking some time now and laying out a systematic publicity campaign to begin this fall and run right through the busy season. Every merchant should do something. If your business is small naturally your advertising expenditures must be small, but a certain amount of every merchant’s capital should be invested in publicity that will promote new business. We would urge talking “Service” to the community rather than bargain prices and beating the competitor. To be a good merchant you must be a good advertiser, and to be a good advertiser you must spend a certain amount of your earnings. Spend it judiciously, and spend it for truthful, forceful advertising that lets the public know the kind of service you are in a position to render. —Business Chat.