This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 edition. Excerpt: ... the reading matter, of course," said Dexter, "I'm not much interested in advertising." "Of course not--and you, Pemberton?" "Same here." "Well, then the chances are that you won't read an advertisement unless you are seeking for something you wish to buy?" They both agreed that this was true. "But if you were ...
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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1921 edition. Excerpt: ... the reading matter, of course," said Dexter, "I'm not much interested in advertising." "Of course not--and you, Pemberton?" "Same here." "Well, then the chances are that you won't read an advertisement unless you are seeking for something you wish to buy?" They both agreed that this was true. "But if you were reading a magazine, for instance, and your eye caught a picture to which it was attracted because of a humorous touch, you'd very likely scan the text, and if that interested you, too, you'd probably read the advertisement through, wouldn't you?" "I presume so," admitted Dexter, who seemed to be the one addressed. "Well, if in that way you learned a single fact about something you would ordinarily never have been interested in, wouldn't the advertisement have performed its function?" Dexter agreed that this was true. "But would he necessarily buy the article advertised?" questioned Pemberton. "In all probability he would, if he needed the thing. The nature of the advertisement wouldn't stop him, would it? Look here: what advertisement can you recall this moment?" Pemberton thought a moment. "'Gold Dust, '" he said. "Good! The 'Gold Dust' copy is humorous." "But I never bought any 'Gold Dust.'" "Of course not, but I'll bet there is some of it in your father's moated grange. The important thing is, however, that you remembered 'Gold Dust' because of the antics of the Twins; but for that bit of humorous advertising you wouldn't have remembered the name of something for which you would not have any personal use." Pemberton conceded that possibly this was so, but he wasn't sure. "What advertising do you...
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