Show POINTS OIT GIT advertising the que question tion lias been raised who pays for advertis advertising in obviously to any student of political economy the consumer of the goods pays for it just as the consumer pays tile the impost duty on goods in a protested protected country who should pay it john staurt mill pointed out long ago that store rent and similar expenses of which advertising is one do not raise prices and the reason is obvious the universally known price becomes the standard price consequently on what little sale lie he makes a non advertiser realizes the advertising mans profit but it pays the latter to advertise bebau because se lie he gets that profit on an ail indefinitely larger output and the non advertiser dver tiser cannot cut in at lower rates and huit him because nobody ever hears of the non adver tier lust just fo fco in a protected country the price of homemade home made goods a approximates the total of imported gords goods plus tariff the manufacturer fac at home potting tho the extra profit advertised goods are not dearer than other goods they are practically allN alie standard there is however this other view of th the qu question estien advertising is is an investment A n man tall by adverta advertising sing not only increases tl the to amount of kii hh business in a geyon time but lie also lays down a store of stability tabi lity for that business for future time I 1 hove have been much censured for s stating in ill print t eliat it would lc be good bookkeeping book keeping 0 for an ail advertiser in ill making up his years accounts to debit to in an investment account 1 b certain proportion of his bis advertising expenditure it is a real investment and will bring return in the time coming and it ou ought 0 ht righteously 0 to be capitalized in in a just juit jui t proportion accordingly 1 Int indeed iced it is an ail asset of increasing w worth orth tor for the lon longer loner g er one adv advertise ertivee a le legitimate it imato bus business inese the greater the value and effective effectiveness riess of such advertising a a principle universally admitted the editor of the london ina magazine 0 lazine in which I 1 set forth this view of the subject tie declined to admit the essay as utterly unsound until I 1 persuaded him to submit the question to one of the best known accountants in london who entirely endorsed my lily view of the matter I 1 was a good good deal attacked for my attitude on oil the subject but tile principle laid down was never seriously disputed printers ink |