Show t TRUTH TRUTH about ADVERTISING By CHARLES B. B ROTH i t WHAT ABOUT PRICE i j j WOMAN once remarked I A the famed Hoosier humorist Abe Martin 1 will buy anything she thinks the store is losing money on That was merely a funnyman's way vay y of saying that in all our buying price is a most im- im consideration tion the the one thing with which we are arc concerned eve every r y la latime time we spend a cent Now v. what really constitutes and price how are arc prices established established established es es- Without getting too deep into econ economic economic mic principles ft ve we know that prices Charles Roth 1 arc are established by what is called the law of supply and demand This law low teaches us that when the demand for anything exceeds the s supply prices go up Conversely Converse Converse- ly when supply is plentiful but demand demand de de- de- de mand is light prices go down But how can we as customers know that this law wont won't be tampered with witha a and d men shrewd scheming and selfish step in and raise prices and gouge gouge us by making us pay them They could you know and we would not be any the wiser Our safeguard against this is the advertising we see in the pers That protects us Under our competitive system of buying and selling one merchant vi vies s with another another another an an- other merchant for our trade Each an comes out publicly in the newspapers newspapers pers with his price We Ve consult these prices before we buy Seen in this light advertising becomes becomes be be- comes conies the informant that prevents dishonest sellers from taking advantage advantage advantage tage of us and our ignorance of prices we might have to pay A recent mystery drama dramn has the villain contriving to plunge the city into complete darkness for or one night so that he and his henchmen can dash in and make away with their loot We UWe who have something something something some some- thing dastardly to put over he observed observed observed ob ob- ob- ob served must needs fear the light High prices skimpy quality gyp products also must needs fear the light That is why they are cloaked in such phrases as We Ve dont don't ad ad- vertise We pass the savings along to you Why U pay the high cost of advertising We put it into our I goods etc etc But the merchant who advertises ad uses the light of advertising and asks you ou to compare his goods and his prices and to find out before you buy You can always pa pay his price because it is the right price That you ou know because the protective power of advertising has told you that it is And this protective power of advertising advertising advertising ad ad- is working for Cor you every time you unfold your our newspaper and read an nn advertisement That black print on white represents a buying guide which is worth several hundred hundred hundred hun hun- dred dollars a year to you and your family f Cries Ch R. R Roth |