The Sun. [volume] (Price, Utah) 1915-1932, 1915-11-19
MOST CERTAINLY THE DRIVING WHEEL
OF MODERN BUSINESS.

who pays for advertising?" asked skep-
teal person.
THE consumer" answered one Of the same
mind.
you're wrong" came from third. And here
is the explanation he gave.
Every year from five hundred million TO six
hundred million dollars is spent for advertising.
The sum looks big Of course, but IL is small
percentage of the entire country's trade.
Take the manufacturer. BY creating, main
tanning and increasing the demand for his prod
uct, through advertising he assures the factory
Of definite maximum output. A constant vol
ume OF business, OF course, reduces the cost OF
manufacture
Take the jobber, broker and retailer. Adver-
Using frequently reduces their percentage of
profit but by increasing the volume of sales of
particular advertised products. more frequent
turnover and consequently more profits on the
money invested, is assured. The money that
would have 10 be invested in slow goods Is free
10 work esewhere-pay bills promptly TO earn a
discount, or TO be invested in other profitable
advertised lines.
Take the case of the consumer. He cannot
point out single product the price of which has
been reduced by advertising. And, he knows
that standardized advertised goods, with a high
reputation and quality 10 maintain. usually are
better than the also ran brands. This Is so nine
tenths Of the time. The consumer also knows
ly always offer more attractive bargains than
do those who do not advertise. The consumer
knows that the stores that advertise sell so much
more goods that they can offer better prices.
The consumer further knows through experience
that the store that advertises goods isn't doing
so for the fun of IL, but 10 move the goods, and
good business instinct tells the advertiser that
the quickest way 10 move the goods he's adver-
Using Is 10 print an attractive price.
Somebody, however, pays the bill, and II is
Al IL l. - .I..Na
broker or retailer who has a huge sum of money
tied up In slow moving lines-who in order TO
get back reasonable sum on his investment,
must charge accordingly. Another loser is the
person who buys these goods"
Consumers naturally gyrate 10 those business
houses Of which they read in the newspapers.
A person seeing well displayed advertisement
In his paper will hearken TO its bidding If he
needs or thinks he can use any OF the goods Of
fered. II he is not in position 10 do either at
that time he keeps the store in mind when he
does want the goods. particularly If he meets
with the advertisements regularly.
The same principle is true as 10 store fronts.
People are attracted 10 nice, modern fronts and
windows tastefuy decorated. This is n species
of advertising So in going TO higher expense at
a prominent corner or putting up fine and eX-
pensive selling plant. The latter are secondary
species of advertising. however, which Is proven
by the fact that most Of the money spent for adj
vertising of all kinds goes TO the newspapers for
the reason that in this vehicle of publicity the
results are self-evident.
Goods without market force high price.
Advertising creates and broadens the market
and works for the lower price that the enhanced
market affords. Consider talking machines, for
instance. Is anyone so unthinking as 10 suppose
they could be sold at price that has placed them
i'm millions of homes without advertising 10 ere
ate the market? Certainly not. Without adj
vertising they would merely be an expensive toy
known 10 a very few. The instances could be
multiplied
The principle of advertising is not affected by
the misdeeds of any one advertiser any more
than the principles Of trade are affected by the
acts, however reprehensible of any one trades
man.
Advertising most certainly is the driving
wheel of business.