Show advertising AND PRICES vast sums spent by large manufacturers and merchants for advertising are responsible for a popular superstition to the effect that thai advertised goods ar higher in price than they would be if they were not advertised the word superstition is used advisedly because it has been demonstrated many times that adver advertising Lising lowers lodeis i instead of raises prices advertising campaigns are costly and the consumer must pay for them but they are paid for by new business the advertising attracts there is nothing paradoxical in a s situation itu aaion where a manufacturer or merchant adds an all extensive advertising appropriation to bl hys s budget and then turns around and cuts prices I 1 million dollar advertising programs make it possible for the manufacturer to lower his prices by so increasing his production that he can effect real economies through mass production and ciofi can spend his profit over a greater number of sales advertising enla enlarges roes demand and thereby makes it possible for the retailer to buy stocks in larger quan quantities titie S at lower cost moreover goods well advertised are mo more re than half sold before the eu customer stomer enters the store which lowers sales resistance and sales costs the price tags on advertised commodities are in themselves elves proof that business can save money for its customers by spend spending ing millions for advertising leader eau claire wisconsin |