Show uiT about By CHARLES B. B ROTH COST 3 CENTS OME of the th i critics of advertising SOME and and in this world there are re ie those who criticize every good thing level level their lances at what they think is a weak spot its cost They read of or the thc million dollar advertising advertising advertising ad ad- appropriations y brood on the cost of a full page of advertising in in ina a metropolitan newspaper or a national national national na na- magazine magazine- and then they loose their sharpest barbs against the waste b v which they say is involved in involved in- in in this co costly 3 process Their only trouble is that they judge without having all Charles Roth the facts For the truth is that advertising is the least expensive cost of doing business Everything else costs a good deal more more in proportion than the adver adver- T THe e wise and capable business businessman businessman map man man bases the amount o of money spends he for advertising upon the theol volume ol ine of business he either is doing doing do- do ing or expects to do This money set aside side to advertise is called the appropriation It seldom runs take the country over more than 3 per cent which means that for every dollar of offa fa sales es' es made the advertising cost will be just three pennies That is all- all three pennies The large advertising appropriations come when a business through the help of intelligent advertising becomes so great that 2 its S annual volume runs into many millions of dollars a year But whether an advertiser ad spends a year 01 his percentage remains remain the same an same an average of 3 per cent The amount of money spent in advertising well-known well products isso is isso isso so small as to be ridiculous when you really know the facts Take oranges How much do you suppose the growers spend to advertise advertise advertise ad ad- vertise their product A third of a cent per dozen is all A national cracker baker reveals that he sets aside only tenth one-tenth of ofa a cent to advertise a package of crackers while the manufacturer of ofa a soft drink spends 1576 of ofa a cent in advertising a five-cent five glass of his product The manufacturer of a medium- medium priced automobile spends less than 3 per cent for advertising he he spends only 12 in making a 1000 sale And even this small amount this three cents on the dollar Isn't an expense an added premium on the business By spending three cents out of every dollar for advertising the manufacturer or merchant can sell for less and give you ou more for fer your money 0 Charles B B. B Roth |