The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1914-02-22
TRADE THOUGHTS
AND ADVERTISING
CONTINUED From First Page.)

Continued From First Page.)
a distributor. because he doesn't
fancy the color OF his eyes
Salesmen should be selected with
direct regard to their ability to put
stop 10 price cutting In tho territory
which is assigned to them.
When dealers are fully conscious of
the power of n trade building adver-
! Using campaign to locate new buyers
for advertised staples, they will not
cut on them.
The salesman who comes TO the
dealers with suggestions. plans and
methods for increasing his business by
cooperating with the manufacturers
advertising plans (new business for
manufactures and denler), can easily
convince him of the folly of diverting
an established demand, for a little
time, by price cutting. Twenty people
are waiting to be asked to buy an ar
ticle 10 each one who knows it's value.
and will be tempted by cut price.
! Something to Think About.
! Retail merchants associations know
what the effects of price cutting are.
Sometimes retail grocers meet depart
ment store price cutting. The depart
ment store mas to make profit, and
VIII stop cutting when there is moth
ing to DO gained by it.
| The dealer who understands the
power of advertising Will not be a
price cutter. He Will be conserva-
zionist. not pirate He will push his
1 business on service lines. Service
brings him the good will and nxed
habits of satisfied customers.
No advertising and selling campaign
of national scope can be considered
complete unless the price TO the Gus
toner has been fixed justly.
Merchandise of universal distribution
| should be priced low, for two reasons
! First, because the masses will not buy
unless they get maximum value for
their money. Second, while cost does
not measure the value of goods to
people who have money enough to
| crafty every desire, 4 low price does
I widen the distribution OF any product,
/ by bringing it within reach OF the
largest numbers of people 1t fortitics
I the manufacturer against future com
petition. National advertising supple
mentcd by shrewd. competent sales
manship at the lowest cost VIII hold
! a market once pre- empted
| Advertising the Thing.
Why? Because national advertising
/ IS the cheapest salesmanship. Because
| the national advertiser can pay the
highest salaries for the best salesmen,
I and still keep his total selling cost
"nder that of his competitors.
| Goods marketed through all chan
! neis of distribution use advertising
| In the largest way, to benefit the final
/ purchaser, the advertiser, and the in
/ termediaries In the plan OF distribu-
I don. When goods become staple, the
! cost of moving them is diminished to
( the least figure They actually pay
j best every one who touches them.
/ They are sold at low price, to get
| the widest market. But they bear /,
I SuftlClent
/ vices are needed in giving them effec
| tive distribution. This Is the ideal
! condition.
The lower the price to the ultimate
consumer, the less trouble the manu-
facturer will have with price cutting.
the wider Will be his market, and the
more likely he will be to establish
| himself permanently in it, He must
remember. though, that the laborer is