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THE BILLBOARD Vol. IX., No. 6. CINCINNATI, JULY I, 1897. * The Psychogenesis of Demand. Psychologists generally agree that there are three elementary and principal divis- ions of mind or broadly distingui lions and conations, r.ff. I know something, I do something. We never find, however, that feeling is ever altered without the intervention of cognition or conation : i. d., if we are ex- periencing a feeling of elation it will not ides the impulse t investments that must, as a rule, result in failure, and only by accident or luck achieve any degree of The state- era, good buyers, good salesmen Occasionally, but not often, successful business man who ability. In a recent issue of Profitable Advertis- ing, Mr. H. L. Kramer, General Manager of the Sterling Remedy Co., is made to deliver the following disquisition on the advertising expert: vertising expert is like the man who ekes out a miserable living by selling tips at the race-track, and who, were his tips re- liable, could make a fortuue in a day." If Mr. Kramer is correctly reported, his gaucherie transcends that of any of the inly proves that he ought to mal ness of advertising, instead of ";ndid ability to pushing Therefore we are warranted in slating whose stock in trade— 1 brains, experi thai cognition in all cases precedes feel- etice.kr" ' i«K and conation follows it. This gives us the regular order in which states of S1EBE & GREEN, of San Francisco, Oakland and Alameda County. ay be gifted as an advertiser that :nowledge i lie detail'-affords a panacea that will ■ ■ its ills a • I. Broutly speaking, in any state of mind that we can directly •■liaerve we arc aware, in the first place, i'f a change in our sensations or thoughts nautili by cognition ; secondly, that w* are elated or depressed by the change (Ming), and. thirdly, that we are moved t- action by our feelings (a The want, wish o " - . . ad of all i people read and believe it. Such a year ling expert, who has never invested a cent of his own money, proposes to take anv business, under no matter what con- ditions, and. bytheuseof his particularly powerful advertisements, perform mira- to pulse through the e been stopped up by- old fogyism, otherwise the sturdy con- servatism of former days. This is all rot, and the man born with such genius need necessarily be a gifted adver- tiser any more than he needs be a good bookkeeper, a close buyer or a shrewd salesman. Advertising, like accounting, is only one of the vital elements of busi- ness. The successful business man is the one who knows the business he is engaged in, and who is shrewd enough to avail himself of the services of good bookkeep cantile agencies that would at least com- pare with that of Chas. Austin Bates, O. J. Gude, or many of the other ex- perts at whom he has directed his ill- mannered and uncnlled-fiT Sing. The advertising expert it here to stay. There is room for bim. just as there is room for the expert accountant, the ex pert appraiser and all thejong list of