Barnum asserts that a man with a genuinely good article must advertise it persistently in newspapers so the public becomes aware of it. Without advertising creating awareness, even excellent goods bring no return because no one knows about them. He cites a French writer’s principle that newspaper readers typically require seven exposures before purchasing: first seeing without noticing, second seeing without reading, third reading, fourth checking price, fifth discussing with family, sixth readiness to purchase, and seventh actual purchase. Repetition creates purchasing intention.
Referenced by
- Advertising genuine goods creates compounding customer awareness
- Fraudulent goods lose customers permanently
- Honest dealing, genuine advertising, and charitable reputation compound into lasting commercial trust
- Quality products and advertising create awareness
- Quality products can succeed with advertising
- Repetition creates purchasing intention
- Wealth is built by disciplined character operating through sound business practices, not by luck or shortcuts
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