Who Pays for Advertising

Stratford Evening Post, Issue 65, 14 October 1930, Page 8

Who Pays for Advertising

A COMMON DELUSION. One often hears it said about a certain well advertised product or store. "They must spend a tremendous amount of money in advertising," and sometimes someone else will add —"Yes! And the customer has to pay for it." Of course this theory is entirely wrong. Advertising increases the demand which in turn decreases overhead cxpens.es in proportion which means that the price of the article can be reduced and still leave the required margin of profit. In addition, increased production meins larger quantities of raw materials and thus is another saving effected which is demonstrated in a minimum selling price.

QUALITY; CAN BE RELIED LTON. Anyone can test this theory by comparing, all things considered, the price of any non advertised product with the price of a similar l|ue that .s advertised. Furthermor'. the quality of an advertised product can always be relied upon, for no merchant could continue spending money in advertising his goods if they were not good enough to ensure

repeat orders. In this way, lies protection for the purchaser. He or she who determines to buy none but advertised goods not only buys the best at the lowest price consistent with quality, but is also assured of entire satisfaction, f or every advertiser is only too willing to adjust any complaint to the satisfaction of pe customer. NEWS OF GKEAT YALUE. Advertising is newo of great value to the customer. it keeps sh 0 or he. in touch with the latest in dress, household pleasures, i'museeducation. Advertising saves you time as well as money. Your iiowspape r will tell you where to go for what you want and how much to pay for it, for the advertisements give you at all times th e right value The advertisers value your trade! They advertise to gat it and continue advertising to keep it. The "store that advertises usually gives the best service. Buy only advertised goods—shop at the store that advertises. Every advertiser stands back of his goods. I