WHAT ADVERTISING DOES.

Stratford Evening Post, Issue 64, 13 October 1930, Page 8

WHAT ADVERTISING DOES.

Branding or trade-marking goods, and then advertising this brand or trade-mark, makes the selling of them easy, and thus less expensive. It is much easier—and therefore cheaper-to sell a shopkeeper goods for which his customers come and ask him than to sell him goods which he will have to pedsuade them to take. He needs less persuasion. It is not necessary to send travellers to him so often, urging him to this trouble. We may be quite sure that manufacturers of tea, cocoa, and soap— to name only grocers' wares—do not spend largo sums to advertiso their brands unless they save larger sums that would have to bo spent if these goods were not branded and not advertised. When there is talk of bad trade, and the voice of complaint is loud in the land such complaint does not come from the markers of branded and advertised g;ot'|ls.. This cannot bo because branded goods are dearer or poorer value. It is unthinkable that in all the multifarious trades wherein branded goods are being advertisers, and their manufacturers are prospering, the public are being overcharged. The only conceivable explanation is that the brand on a purchased article is the consumer's best safleguairtl. M branded goods were not better than the other kind and if consumers had not learned as they have, to be sure of this, the brand would be, not an asset, but a hindrance to trade.