3. The study of advertis.e.m.e.nts saves the shopper's time and strength.

4. Advertised goods cost more than the unadvertised brands. (Give the reasons.)

5. Trade-marked and advertised goods have increased the cost of living.

6. Increased advertising causes the styles to change quickly.

7. Every advertis.e.m.e.nt must catch and hold the attention. Some accomplish this object by causing a laugh. (Describe one such.)

8. Some advertis.e.m.e.nts hold the attention because they appeal to our love of the mysterious. One such is ---- (describe it).

9. Some advertis.e.m.e.nts succeed because of their clever color scheme. One such is ----.

10. Every successful advertis.e.m.e.nt contains a convincing argument.

11. Mouth to mouth advertising is the best and the cheapest.

12. Advertised goods are better because they have to be.

13. The consumer pays for all the advertising.

14. The cost of advertising is paid by the compet.i.tors who do not advertise.

15. Advertising tends to create uniform prices.

16. The advertising expert is a student of men.

=Exercise 293=

Give your opinion as to the effectiveness of the following advertis.e.m.e.nts:

1

A department store that was anxious to increase its trade on Mondays and Wednesdays included the following coupons in its circular advertis.e.m.e.nt one week:

THIS COUPON AND 19c THIS COUPON AND 50c Monday only Wednesday only good for good for _6 Spools J. & P. Coats'_ _Misses' or Children's_ _Best 6 Cord Machine_ _White Canvas Pumps_ _Thread_ 2 strap model, heavy or light soles, Regular 30c value trimmed with dainty bow on vamp. All sizes up to 2.

$1.50 value

2

$10,000 IN CASH TO CHARITY

We ask our customers to decide by their votes the 250 inst.i.tutions that shall receive this amount. Each ten cents' worth purchased ent.i.tles the purchaser to one vote.

3

The following appeared in the center of a page otherwise blank. On the opposite page appeared the advertis.e.m.e.nt of a well-known article.

The announcement on the following page is so important that we have decided to leave this page blank.

4

The following was part of a circular:

Following our annual custom we will again this year give away absolutely free a beautiful silk flag to every customer making a purchase of $1 or over, Tuesday and Wednesday, July 2 and 3.

5

The following appeared in a newspaper:

A WORD OF APPRECIATION

We have now been in our new location somewhat over a month. Our business has been all that we expected; in some departments, indeed, there is an increase, notably in the neckwear, ready-to-wear clothes, hats, and tailoring departments.

Naturally, we had an abundance of faith in our new location; nevertheless, we must confess that there were times when we had anxious moments. We discovered, however, that our moving was at the "psychological moment"; we soon learned that in the minds of the people there was but one thought--success for Michigan Avenue.

We have always felt that there was a closer bond of sympathy between our customers and us than is usually the case between buyer and seller. The unusual interest taken in our new store and in our success has more than confirmed us in this impression. Our experience during the last forty days has really made life worth living.

The minds of hundreds of our customers have reverted to the beginning of our business in our old Dearborn Street store, twenty years ago, and they have made comparisons between that and the wonderful establishment we now possess; they have done it in a way that would almost suggest that it was their business that they were talking of rather than ours.

It made us feel that, although we have made our mistakes, nevertheless we must have served the public well, and we insert this article in the hope that a few of our well-wishers may read it and understand that we appreciate and are grateful.

=Exercise 294=

Books that will Suggest Topics for Talks

BALMER, EDWIN, The Science of Advertising.

BELLAMY, FRANCIS (ed), Effective Magazine Advertising.

BRIDGEWATER, HOWARD, Advertising, or The Art of Making Known.

CALKINS, E. E. and HOLDEN, R., Modern Advertising.

CHERINGTON, PAUL T., Advertising as a Business Force.

DELAND, L. F., Imagination in Business.

DE WEESE, TRUMAN A., Advertising (The Business Man's Library, Vol. vii).

EDGAR, ALBERT E., How to Advertise a Retail Store.

FOWLER, N. C., Building Business.

SCOTT, W. D., The Theory of Advertising.

CHAPTER XIX

REAL ESTATE AND INSURANCE

Lands, buildings, and houses are called real property or real estate, and the business pertaining to them, the real estate business. Every one of us has more or less to do with this business. If we do not own property, we pay _rent_. Rent is the money paid for the use of a piece of land, or a building, or part of a building, and is usually paid at certain stated intervals of time--monthly, for example. The owner of the building is called the _landlord_; the one who rents, the _tenant_.

Sometimes there is no condition as to how long a tenant shall remain in one place and pay rent, but, as a rule, the landlord requires the tenant to sign a _lease_. This is a contract between the landlord and the tenant, stating that in consideration of the landlord's furnishing the tenant a place in which to live with certain conveniences--such as heat, hot water, and other services--the tenant agrees to pay rent for a certain length of time, usually a year or more. If the tenant moves out before his lease expires and refuses to pay the rent, he breaks the contract and, as is usually the case when a contract is broken, a lawsuit may follow. In large cities where land is in some places very valuable, owners may not care to sell the property on which others wish to build, but lease it to the builders for a certain term of years, usually ninety-nine years.