At night, if you stroll round the town you will be amazed by the ingenious
and clever signs which the alert minds of the trades people have invented,
such as revolving electric lights forming the name of the advertiser
with different colors, or a figure or shape of some sort
illustrating his wares. But even this is not thought sufficient.
Circulars are often sent to everyone, making special offers,
setting forth forceful reasons why the commodity advertised is indispensable.
Certain stores make it a point to announce cheap sales once or twice a year,
with from 10 to 25 per cent. reduction. It should be noted
that no tradesman voluntarily sells his goods at a loss,
so that if during a sale he can give as much as 25 per cent. discount
we can easily calculate the percentage of profit he generally makes.
There are cases where men who started as petty dealers have,
after a few years, become millionaires.
To show the importance of advertising I cite the well-known sanitary drink
which is a substitute for tea and coffee, and which by extensive advertising
in almost every paper published in every country has now become
a favorite beverage. The proprietor is now a multi-millionaire and I am told
that he spends more than a million dollars a year in advertising.
Another thing inseparable from American business is the telephone.
A telephone is a part of every well-appointed house, every partner's desk
is provided with a telephone, through which he talks to his clients
and transacts business with them.
Pages:
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74