PAYING FOR ADVERTISING

Taranaki Daily News, 27 August 1930, Page 11

PAYING FOR ADVERTISING

THE CUSTOMER’S POSITION. ; One often hears it said about a certain well advertised product or store, “They must spend a tremendous amount of money in advertising,” ind 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 expenses in proportion, which moans that ' the price of the article can be reduced and still leave the required margin Of profit. In addition, increased production means larger quantities of raw materials, and thus is another saving effected, which is demonstrated in a minimum selling price. i Anyone can test this theory by comparing, all things considered, the price , of any non-advertised product with the price of a similar line that is ad-/ vertised. Furthermore, the quality bf an advertised product can always be relied upon, for no merchant cotrid continue spending money in advertising hi® 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, for every ■ advertiser is only too willing to adjust any complaint to the satisfaction of rhe customer.

Advertising is news of great value to the customer. It keeps her or aim. in touch with the latest in dress, household needs, pleasures, amusements, education. Advertising saves you time as well as money. Your newspaper 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 the right value. The advertisers value your, trade! They advertise to get 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,?