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Show H MOST CERTAINLY THE DRIVING WHEEL H OK MODERN BUSINESS. H "Who pny for advertising?" asked a Hkcp- H tical pcron. H "The consumer," answered one of the name H "You're wrong," came from n third. And here Hj is the explanation he gave. H "Every year from five hundred million to nix H hundred million tlollnrH is spent for advertining. H Tho sum looks big, of course, but it ia a small H percentage of the entire country's trade. H "Take thu manufacturer. Hy creating, main- H taining and increasing the demand for his prod- H uct, through advertising, he assures the factory H of a definite maximum output. A constant vol- H ume of business, of course, reduces the cost of B manufacture. H 'Take the jobber, broker antl retailer. Adver- B tising frequently reduces their percentage of ftpfl profit but by increasing the volume of sales of ftpB particular advertised products, a more frequent ftpflj turnover and consequently more profilH on the BSH money invested, is assured. The money that ftSfl would have to be invested in slow goods is free to work elsewhere pay bills promptly to earn a discount, or to be invested in other profitable ftp! advertised lines. ftpfl "Take the case of thu consumer. Ho cannot ftSn point out a single product the price of which lias ftSff been reduced by advertising. And, he knows that standardized advertised goods, with a high reputation and quality to maintain, usually are BSfl better than the also ran brands. This is so nine- Bpfl tenths of the time. The consumer also knows ftpflj that stores that are aggressive advertisers near- Bpfl Iy always offer more attractive bargains than ftpfl do thoso who do not advertise The consumer Bpfl knows that the stores that advertise sell so much ftpfl moro goods that they can offer better prices. ftSfl Tho consumer further knows through experience fl that the store that advertises goods isn't doing so for tho fun of it, but to move the goods, antl fl good business instinct tells the advertiser that BSfl tho quickest way to move the goods he's adver- Bpjj tising is to print an attractive price, ftp! "Somebody, however, pays the bill, antl it is ftp! the loser. And the loser is the manufacturer, pfipfl broker or retailer who has a huge sum of money pftpfl tied up in slow moving lines who, in ortlcr to pftpfl get back a reasonable sum on his investment, pftpfl must charge accordingly. Another loser is the pflpfl -person who buys these goods." pftpfl Consumers natuarlly gyrate to those business pftpfl houses of which they read in tho newspapers. pftpB A person seeing a well displayed advertisement pftpfl in his paper will hearken to its bidding if he pftpfl needs or thinks he can use any of the goods of- pfipfl fcrcd. If he Is not in a position to do either at pftpfl that time he keeps thu storu in mind when he pftpH does want the goods, particularly if he meets pftpff with the advertisements regularly. pftpfl The same principlo is true as to storu fronts. pftpfl People arc attracted to nice, modern fronts and pfipfl windows tastefully decorated. This is a species H of advertising. So in going to higher expense at H a prominent corner or putting up a fine and ex- B pensive selling plant. The latter aro secondary j species of advertising, however, which is provon H by tho fact that most of the money spent for ad- H vertising of all kinds goes to the newspapers for H the reason that in this vehicle of publicity the 1 results aro self-evident. H Gootls without a market force a high prico. H Advertising creates and broadens thu market 1 nnd works for tho lowor prico that the enhanced 1 market affords. Consider talking mnchinos, for H instance. Is anyone so unthinking km to suppoa p they could be sold at a price that has plsced them j in millions of homes without advertising to cr- H nto thu market? Cortainiy not. Without ml- H vertising thoy would muruly bo an expensive toy B known to a very few. Tlio instances could he p multiplied. H The principle of advertising is not nfectad by p the misdeeds of any one advertiser any moro p than the principle of trade arc affected by tho H acta, howovor ropruhunsiblu, of any one trmie- p Advertising most certainly is thu driving p wheel of business. |