Fulton County tribune. (Wauseon, Ohio) 1883-1925, 1916-03-03
AN ADVERTISING FALLAcY

Very often one hears the statement |
made that "the buyer has to pay for
the advertising" and the advice
which goes with this assertion is in
effect, don't patronize the stores that
spend lots of money for advertising
II you want to get the highest value
for the money you have to spend.
This doctrine is preached of course
by that class of people who are try
ing to conduct their business on the
non-advertisfng principles, with the
insinuation- that the money they are
able to save through their non-adver-
tising policy benefits the purchaser
in the way of increased value in the
quality of the goods purchased or in
lower prices for goods which will
mean a direct saving for the pur-
chaser. e-n.-a-
II We believe the above to be a fall
lacy and one which any person who
will take the time and trouble to do
a little careful investigating will read
lily discover for themselves.
Reason it out for yourself. The
store that by its aggressive adxer-
tising creates a large volume of trade
is enabled to accept smaller per
cent. profit from customers than the
store which through less enterprising
publicity methods, reaches but q small
volume of sales, and which must in
the very nature of things, make this
smaller volume of sales earn not
only the fixed operating expenses Of
the store but the store profits as
well. One does not have to 60 fur
ther than his own home town to learn
| that the business houses that have
the largest volume of sales are those
| which are doing regular and persist
ent advertising thereby placing them
| selves in position to sell at closer
margin of profit and also to give
their customers the benefit of larger
choice in variety and better quality
as we'll.
Even in country towns the business
men who would make success find
they must change the business policy
which prevailed in such towns gen.
Grafton ago, when everybody knew
what every business man had for
sale on his shelves or in his ware
thought of looking elsewhere for
| something better or cheaper. The
merchant of the country town may
| stock his store with the best goods
obtainable in the market, but unless
he adyertises in such a way that the
people in his, community know what
he has on his shelves and in his ware
trooms andrwhat are the merits Of the
goods 5he has, the mail order houses
will beat him to the business every
time; their catalogues are in the
hands of those who. eought to be the
customers of the home merchant and
these same catalogues may tell some
things . that are true regarding the
goods they advertise and good
many things that are not true at any
rate they are pretty certain to pre-
sent only one side of the question and
that is the side in favor of buying
from the Mail Order house which the
catalogue represents
j How many people will be likely te
lay down the catalogue with is "won.
/ der tales of excellence and still more
wonderful pictures, and go to towr
to interview the merchant, compare
/ prices, reckon UP the cost Of postage
and transportation and consider the
risk in buying "sight unseen, il they
do not know whether the home mer.
chant has the article under consider,
alton or not, and how are they tt
know if that merchant doesn't ad.
vertise?
But to get back to the fallacy thai
the persons who purchase advertised
goods, pay for the advertising; lei
US go into this a little deeper: With
out materially adding to its operat
ing expense, the store which is ag
gressively advertised will be able t.
utilize its organization and distribu
ton service to its full capacity, Will,
the store which can use this same or
ganization at only half speed ant
capacity is not in position to accep
the smallest possible per sale profits
The basic purpose Of extensive ad
vertising is to accomplish wider dis
tribution and the store which best &C
complishes this is the store which Il
best enabled to protect it's customerl
from high prices. Advertising doe
not increase the cost of things t,
the customer of a store, it lessen
the cost always.
Thinking people will as rul
steer clear Of the stores that do no
advertise knowing that such store
will be likely to exact taxes in tn,
way Of price penalties.
Who pays for the advertising? VIII
pays for the efficient service Of /.
good store? Efficient service is al
economy to the merchant and neve
costs the patrons of his store any
thing and advertising, judicious ad
vertising is on the same basis.
CLARK SCHOOL.