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Show TALKS WITH THE BUSINESS MAN By N'r.i.s Daklint, VV71K) pays for advertising? Does advertising increase or decrease the cost of goods to the consumer? Effective advertising may reduce the consumer's cost and frequently does. Take that much-ad vert ised $3.00 shoe. We are all familiar with the likeness of the manufacturer, manufac-turer, because advertising has made the man known the country over. The enormous output. the large numer of shoes sold, enables him to sell each pair on a very small margin. Advertising built up and keeps up the demand. Without newspaper news-paper and magazine advertising, the cost of introducing intro-ducing this shoe would have been large in proportion pro-portion to the number of shot's sold. Advertising put the shoe on the market and will keep it there. Take the famous cracker, or so-called biscuit. There was a time when the grocer scooped all crackers out of a barrel or box. weighed them and placed them in a paper sack. Today you purchase a clean, crisp, wholesome soda cracker at less cost. and it comes in an air-tight, sealed package. The manufacturer knew what advertising would do and made the price accordingly. There was an immediate and nation-wide demand. Advertising made and is sustaining this demand. Advertise wisely and so, effectively. Increase your sales without materially increasing your expenses. ex-penses. Reduce the price on any article you can. Advertise and make your increased business pav for it. & |