80 T HE M I N D O F T HE BUY E R
c en t were inf orm ational. ” In th e same
p eri odic al fo r 1 9 1 9 th e p e r c ent h a d i nc rease d
to seventy-fo ur. If w e c on si de r th e doc trine
o f “ survival of th e fi ttes t” applic abl e in t h e
re alm of a dverti sing, we may rea sonably infe r
th at thi s fea ture h a s p rove d o f consi de rabl e
selling val ue.
In giving i nform ati on about a commo di ty
i t i s desirabl e to ob serve a n impo rta nt c orol
l a ry to ou r first l aw : S ta te the new in terms
of the o ld. Fo r example, in gi ving info rm a
tion ab ou t a new kind of filing c abinet which
will fi t i nto th e drawe r o f a n exec utive’s de sk,
desc rib e som e diffic ul ty which eve ry exe cutive
fa ce s ; such a s th e nec essity of i nterrup ting
an i mp orta n t c onfere nc e to c all a clerk a nd
wai t for h e r to fet ch a record c a rd. Thi s
situa tion i s al ready familia r to th e b uye r,
b eing a p a rt of his daily expe rie nc e. I t i s
for thi s rea so n a val uabl e sta rting poin t from
which th e selle r may proc eed to imp art in
formati on ab ou t hi s new p roduc t.
Classification. In th u s utilizing ol d int ere sts
the sell e r h a s a wi de va ri e ty to sel ect from.
They m ay b e cl assifie d as inna te an d ac qui red.
Th ose i n th e fi rst group a re b orn wi thi n th e
race; As sh own in Ch ap te r II, m an n a turally