CHAPTER
III
Advertising to Sell a Single Line or
Product
WITH
the general store advertiser, the problem
is
to build a profit-making trade on recurring de-
mand for many lines, regardless of whether a single product fails. He meets glutted demand with new products that develop new wants. But the one-line
—when
advertiser has concentrated on a single product
demand fails him, he must velop new outlets.
A
over-ride competition or de-
single line advertiser often takes a national or
world-wide pects
by
field;
distance.
he
is
He
then separated from his prosoften relies
upon a
stricted class for trade; sometimes he
closely re-
can count upon
only one sale to each buyer in a season or a lifetime.
He
cannot stimulate trade through bargains or leaders,
other than in his
own
line or in the
inducements and
service he offers.
His advantages are that he can concentrate his adverand selling on one subject; can fully develop its qualities and uses; can appeal distinctly to different prospect groups, by assorted grades or qualities of product, through various mediums and by means of the whole gamut of motives that actuate these classes. tising
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