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Show I TROTH about flDVERTISifia By CHARLES B. ROTH BUT IT'S JUST AS GOOD OU have had the experience, if haven't you, of going into some stores and asking for an advertised brand of goods, only to have the clerk hand you another brand and inform you. "But it's just as good." Sometimes, to your regret, you bought the "just as good" item but sometimes you walked out of the store and searched until you found the merchandise you had asked for in the first place. When you got it you were satisfied. You had confidence confi-dence in the advertised adver-tised goods, because you read in the honest hon-est pronouncements of the advertiser what you might expect ex-pect his product to f 1 1'" i.v.''sw r,- ' j I ! r 4 SN do for you. This charles Koth gave you assurance. You bought because you had confidence. confi-dence. But when that clerk palmed off something different on you, you had misgivings, you had doubts, you had fears, you had lack of confidence. Maybe they were justified. Maybe May-be they were not. It doesn't matter. mat-ter. The fact remains that advertising adver-tising had invested the advertiser's goods with a confidence which made your buying a pleasant in place of a fearful duty. Usually, but not always, these "just as good" goods are not as good they arc inferior aiid the merchant mer-chant sells them because they carry more profit for him. He does his level best to get rid of them, because be-cause it is more to his advantage to do so than it is to yours. Many stores pay their salesman a commission for selling unknown and unadvertised goods, because the salesman would not sell them without with-out some special inducement. It is much better for you as a consumer to put your reliance absolutely ab-solutely in advertised goods and in stores which advertise, and to patronize pa-tronize both exclusively. When a man advertises his goods and tells frankly and publicly what they will do for you, he seeks your patronage on the basis of actual value. It may be that some manufacturers manufac-turers or merchants can offer just as good value in unknown or unadvertised un-advertised goods. But the chances are ten to one that they can't because be-cause advertising not only increases the distribution of goods, but at the same time increases the production, so that advertised goods cost less to make; hence, gives more to the buyer. In the long run you get more for your money when you buy advertised adver-tised goods. Yon get more in actual ac-tual value. And also get more In that intangible value, known as confidence. con-fidence. And confidence is one of the chief satisfactions of life. Charles B. Roth. |