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Show MERCHANDISE MERIT i GUARANTEED ! Tbs Part Honor Ptjyi When Buff f Get 4 Guarantee Lower Prices. An Editorial on Buj eg The advertleinx of mm handlae g the consumers guarantee of merit In hl deritsnr the manufactur er. oer his on name makes claim for hut goods which must be lived up to t on raers lock for the qo si I lie advertised, and If they fsll Ifl f'rnl 'hem promptly transfer their pa'ron age to another brand. Advertising Is a two-edjed sword It give the consumers the sdxsntago of knowing eiacily who disappoint 'b m So one realizes this more keen ly than the manufacturer. So with him i ' Is a principle of good business a. well as honor to make his good measoro up to his advertising claims. Manufacturers, brought constantly before the public by their advertised goods, are usually men of high char acter, WfeO make their (.nods as rep resented. But In addition to this, the ej national force of advertlslnc is such ihat lhe consumer Is assured ol honesl and quality because nm reputible publication and Advertising agency dernund it. When the consumer bus unadver i. I k'ooda. he KiNes up all these guar int. eg He has no protection afttal ever, neither name nor UMruaot stand b.o k f llo pmdui ' l,e bu - If it Is poor, he has no recourse He does not know who has cheated hlni. The dealer la only the Intermediary- H. himself, ma have IMfl cheatetl in the Koode. In buylnK advertised produtts. i),e consumer makes sure of goods man ufactured cn honor and sold on hon or. He has the price advanlase that lOldoa from Hie big market built by the manufacturer', advertising which by Increasing the output decreases the cm: ol a(h pnejtace or article, and enables lhe uianulai turer to take ,t smaller individual profit on account of his great volume of business. From ererj atandpahlt, the consumer consum-er to the Ksiner 'n buying adrortlaed k'l-od- OO - |