Earnest Calkins defined advertising as using business imagination to appeal to the public in new ways and create desire for products where none previously existed. The document then asks a series of questions about how one would target specific audiences and get a sense of future customers who may be different, as well as how one would behave and what type of customers one would expect in a store that focuses on atmosphere rather than sales or prices.

1.  What is advertising?
 Earnest Calkins’ definition of advertising:
“A picturesque way of putting it is to call it
business imagination, an imagination that
sees in a product possibilities which can be
realized only by appealing to the public in
new ways to create a desire where none
existed before. . .”

2.  How would you try to sell a product to a man?
Or to a woman?
 How would you target a specific audience if
you worked in advertising?
 How would you get a feel for the future
customers who may be different than you?

3. FORGET ABOUT THE
FORGET ABOUT SALES/ PRICES.
LOCATION.

5.  How would you behave
in a store like this?
 What type of class
would you expect to
shop here?
 Why would this look
attract customers in
the late 19th and early
20th century?