Barnum treats advertising as a necessary bridge between a good product and its market. A genuine article must be made known through persistent Advertising, because the public cannot buy what it does not know exists. The mechanism is gradual: seven exposures move a reader from unawareness through deliberation to purchase. But this compounding only works for honest goodsadvertising spurious articles creates initial sales followed by permanent denunciation, because the public is shrewder than merchants assume and will not return to an impostor.