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Show ADSEREISING AD ' rRflSIJIG : ERrISI , G COSTSFrom COSTS COSTSFrom From the Portland OUe ( Me Ate ) Press lIel"lldThe IleraldThe IIer-lld IIer lld lIel"lld lIellld Ilerald IIerlldThe " - The Commentator Magazine has pioduced ploduced produced some someIntclestmg someinteresting someIntel Intclestmg interesting estmg figures as to the cost of national nahonal advel advet adveltIslng advettisrng adveltising tIslng tisrng and it 1t finds that this cost of a famous sheet sheetthat sheetthat sheetthat that sells at retail for $175 175 $ is a whole .hole hole . penny ona ona on | a shirt blurt costing $1 1 $195 195 $ 95 64 lOOths 100ths l00ths of a penny on a aIS a15 15 IS cent breakfast food 3 lOths 10ths of a pcnn penn penny per pack package package package age and on a five cent soft dnnk drink 3Booths 3 sOOths ooths Booths . : of a apenny apenny apenny penny Furthermcie Furthermole Furthermore the magazine finds that thatwnlle thatsenile thatwnile wnlle senile aa aaseitising aa\ei aa ei \ , el tising tlslng expenditures of 35 of the largest largestnational largestnational largestnational national advertisers w \ was as only three per cent of their theirtotal theirtotal theirtotal total sales It \ was as only tv two . 0 per cent in the case caseof caseof caseof of 206 2,6 26 2(6 ( , ( departn ent stores and in the case of 1000 1000retailers 1 1000retailers 000 000retailers retailers of all . kinds t.mds tmds hinds It ft " was "as as only one and 4 lOths lOthspel lOthsper lOthspel pel per cent of total salesAll salesAll sales salesAll All of which app appears ars to refute adequately the themore themore themore more 01 or less popular belief that buyers of well wellad.ertiSEd welladvertised welladvertised ad.ertiSE-d ad.ertiSEd ad.ertiSE adertiSE d advertised . - merchandise are paying paymg an e\.orbltant e.orbltant e .orbltant orbltant exorbitant e.orbltantsum exorbitantsum exorbitantsum \ . sum for the products to pay for the advertisingThe advertisingThe advertising advertisingThe The true function funchon of advertlsmg advertismg advertising is not only to tomcrease toincrease toincrease mcrease increase sales but to require maintenance of stand standards standards standards ards of quality to I > support Upport the advertising It i-s i s IS ma - in inescapable inescapable inescapable escapable likewise lzkewlse . .that that . the fraction of a penny pennyadvertismg pennyadvertising pennyadvertising advertismg advertising cost upon an individual mdlVldual article is more morethan mor morthan than compensated by the reduced price at . whnh v.hll.h vhll.h vhllh which . , It ItIS itis itis IS sold-a sold a sold - a reduced price that itself is made possible possibleby possibleby possibleby by the advertising advertlslng Thus ad ads advertising , ertlsing ertising which creates createsdemand createsdemand createsdemand demand Cleates creates also favorable prices while it serves servesas servesas servesas as a guaiantee gualantee guarantee of quality quaht Hence advertising costs costsneither costsneither costsneither neither the consumer nor the manufactuier manufactuler manufacturer any- any anythmg anything any anything - thingBut thmgBut thing thmg But somebody has to pay for 11-\\ho 11 ho it-who it who it - - \ who can it itbe itbe itbe be but the non advel advertiser User and the consumer of nonadvertised non nonadvertised ldvertised advertised goods9 goods ? |