chapter  2
5 Pages

Why Advertise ?

WHY ADVERTISE? WHAT brand of toothpaste do you use and why do you use it? What prompted you to buy it in the first place? Was it because somebody said it was good stuff or because your chemist said you ought to try it? Perhaps you saw it displayed in your chemist's shop window or on his counterperhaps you were attracted by a streamer sprawled across the outside of a bus or by an advertisement which appeared in the columns of your morning newspaper. Whatever it was, you decided to try it-and your first purchase must have been the result of one of these things :-

(a) Unconscious advertising (on the part of a friend). (b) Indirect advertising (on the part of your retailer). (c) Direct advertising (on the part of the manufacturer).