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Show : : 0 Z Advertising Pays Everyone j I" "NE f tne highest indorsements of the policy of advertising, and which proves that per-sistent per-sistent and consistent advertising pays not only the concern that advertises but the public as well, - has been given by the president of a manufac- - turing company whose stockholders principally are retail merchants in the principal cities throughout the country. According to his statement, the company - adopted the advertising . plan in 1917, during 2. which year it spent $48,000 with returns of -$700,000. The venture having proved so suc- - cessf nl, in thf fnlln wiflg-4ar the. company in-2. in-2. Creased its advertising expenditures to $558,ooo, - which brought returns of $7,500,000; while last ;; year $900,000 was spent in advertising, with re- suits of more than $11,000,000. The value of advertising to the buying public Z Is proved In the case of this company in the same manner as it has been shown in other instances. . By reason of the fact that the sales were increased T as a result of the advertising and the money so Z- realized at once reinvested in the business, the I company was enabled to sell its products at a 1 more narrow margin of profit than could be met 7. by nonadvertising concerns in the same line of " business. . ' In addition, at times when the retail market ' for any product seemed to drag, that product was particularly advertised and often sold at a loss, -which afterward was recovered through using the money in the manufacture of goods that were in greater demand. - 'Such a thing as selling any article at a loss Is not to be thought of by nonadvertising con- cerns, which must figure upon a certain percentage of profit on every sale in order to make the 2 business pay as a whole. Z. Because of the rapid turnover of money by quick sales, the progressive merchant is able to quote prices below those of the nonadvertiser, tZ while the' public aTso'has the assurance that the goods are fresh from the factory. |