which the superiority must be dwelt upon to induce
buyers to ask for it. Even after the article is
selling well, continuous advertising is necessary to
keep the name before the public.
A paying advertisement appeals to a large class of people or, better
still, to several classes. For a moment let us analyze a few of the
appeals to which almost every one responds; let us consider the reasons
back of our purchases. Why do we buy one article and not another? We buy
it first, perhaps, because we need it or think we need it; second,
because we think it will taste good or be comfortable or good-looking or
because it will afford us amusement; third, because we think it is
better, though possibly more expensive, than any other brand on the
market, and our pride or our desire to emulate responds to it; fourth,
because we think it is good for our health or our safety; and, fifth,
because we shall save money or make money thereby. Summing up, we may
say that the motives to which appeals may safely be made are: