The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1921-03-12
BUSINESS SIUDENTSARE
GIVEN PRAc TlCAL TALK
"Three Angles Of a Business
~ Life" IL Subject of
e. Weekly Address

The Daily Pioneer, lectured to the
students of the Bemidji Business col
lege Friday afternoon. His subject,
-'Three Angles of a Business Life"
was specific and practical; one of un-
usual interest,
In his threefold subject, Mr.. Denu
touched first upon the modern de-
partment store as one type of insti-
buttons emphasizing the value 1.-THE
duplicating sales slips relative to first
entries. ..-.
The second phase dealt with the
value of the follow-up letter series.
He read three letters written by
Charles Mcintosh, head of CORE.
spondence department extension Of
the LaSalle university of Chicago.
These letters were used in securing
the return of large number of GUS
toners to well known wholesale
clothing house. Each letter was clev-
erly written, making a new appeal
and a new argument, but emphasizing
one point-the return of the Gus
toner.
In the third and closing remarks,
Mr.. Denu dweft on the worth of ad-
vertising. He said, "Who pays for
advertising?"
"This question has been asked lit
tie over seven million times and has
been answered in all sorts of ways.
One chap, a double-decker brain, saws
advertising pays for ITSELF" This
Is a good answer, but does not mean
anything. 1t does not answer the real
question that is in the mind of the
consumer. What he really wants to
know is docs advertising add to the
cost Of a commodity" If it does,
then surely the consumer pays for it.
''Let US not indulge in any rhetori-
cal fapdoodle or camoufage in an
swering this question. We can af-
ford to be very frank and honest
about it. Advertising does not need
any deception to justify its use as a
factor in distribution.
"Of course the consumer pays for
the advertising--some one pays for
It. As the manufacturer is not buy
ing his own output he is not paying
for his advertising. The person who
buys>an advertised product pays for
the raw material, for the cost Of man.
ufacturing and the cost Of distribu-
ton, which includes advertising.
"But the real question is, would
the consumer pay less If the commodi-
ty were not advertised? As a matter
Of fact, he would not buy it at all If it
were not advertised--he would never
have heard Of il Can you imagine
. woman going into store and ask
ing for an article she never heard Of?
But granted, for the sake of argu-
ment, that a person might 60 into a
store and ask for something she had
never heard Of, does 1t cost her more
for having been advertised? The an
swer is, no. It. may, and probably
does, cost her less than If it has not
been advertised.
"There is nothing intricate or COM
pick about this proposition. It is
very simple il one will care to con-
slider the elemental principles Of
manufacturing and merchandising.
Now, how can advertising lower the
cost of an article to the consumer?
The answer is, by increasing the vol
ume of sales and quick turnover.
Economies in manufacturing are
brought about by quantity produce
ton, and quantity production is
brought about by advertising. These
economies that are brought about by
quantity production enable the man.
ufacturer to sell an article much
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