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Show THE CONSUMER BENEFFITS. No intelligent man today questions whether or not advertising pays. It must pay or the most successful business men in America would not spend millions upon millions of dollars in tellipg the public about the goods they sell. But does it pay the cosumer? is a question frequently asked. It certainly does. It pays the cosumer by giving him information about the merchandise mer-chandise he is going to buy. If he knows more about the goods he will need, he can make his money go farther. But is pays him more indirectly because it is the cheapest, and most efficient agency for selling goods that has ever been discovered, i Sales expense is a big item that enters into the price of any article. .If the company must maintain a corps of salesman on the road, spend huge sums of money in railroad fare, in hotel bills and in inflated salaries, it must charge more for the commodity. ! But if it can reach its market by talking to thousands and mil lions of people through the pages of newspapers at a very small fraction frac-tion of a cent per person, it can sell the article cheaper. Many a comany has changed its policy from selling through j agents to selling direct by means of advertising. And if the right kind j of advertising was used, these companies have always been able to ' cut their prices. This is but one of a great many ways in which advertising actually actu-ally cheapens the cost of the article to the consumer. |