The Mt. Sterling advocate. (Mt. Sterling, Ky.) 1890-current, 1921-03-22
HOW s''ss''s n
ADVERTISING
CvvICrv roorgeile
YOUR PURSE
ON ADVERTISING
AN EDITORIAL

cause it intensifies action
The biggest expense cost Of any mer-
chant or any manufacturers over
head cost. The fixed expenses like
rent, clerk hire, bookkeeping ex-
pense, machinery costs, etc, be
must pay, no matter what he sells.
When through advertising he
doubles and trebles his sales, this
overhead expense increases very lit
tie so his profits increase greatly.
Thus, he can decrease prices.
A manufacturer who sells $780,
600 washing machines a year can
afford to give bigger value for the
customers money than the manu-
facturer who sells 10000 year.
This is fact. The greater the pro-
duction the less the cost Of pro-
duction.
So when a manufacturer through
advertising increases the production
he either lowers the cost of the ar
ticle he sells or puts more value into
that article. This benefits the mer-
chant and benefits the consumer.
The benefits of advertising in
crease in a cycle.
First, advertising at surprising
" low cost increases the sale of the
merchandise. This increased sale
makes possible an increase of value
of the merchandise-or decrease in
price. This increase in value for
the same money. or the same value
for less money in turn stimulates
more purchases which again increase
values or decrease prices and so on
and so on.
To illustrate how advertising low
ers cost to the consumer we may
take the example of a well known
motor car. The advertising cost per
sale is $50 per car.
But without the greet sales which
advertising built for this COMPANY
the cost Of making and selling this
car would be at least 5000 more. SO
advertising in this instance has
saved the consumer $50. 1t has
saved the consumer really more, be-
cause the manufacturer will make
more total monev by selling manv
cars, each one at a small percentage
of profit than a few at great per-
centage of profit.
What Is true OF MOTOR onrs is alec
t~no Of clothes, Of food products of
everything we buy and use every |
day.
The most economical clothes. the
most economical food. the best
values are invariably the well ad-
vertisAd brands.
And the best merchandise and
the greatest value for each dollar
YOU invest is found ut the store Of
the merchants who eniov the great
fidenoo thew have built Nm throueh
trrthful'v advertising well advertis-
ed hrands.
We have sod advnrt;s'ro ;nto"s;-
f;ns action. When Won think Of "
this moons tho orontost possifl"
nrote"t'or f"~ the customers. :
For NJ advertiser CON afford to
invest MONEY! in ADVERTISING an ar
t;cle that is not worthy. He might
sell this product at first through add
vertising. but there could he NO re-
peat ordnrs and instead of building
up confidence he would be sowing
the seeds of discomfort.
So today the manufacturer or the
merchant who succeeds in advertis-
ing first of all must advertise
product in which he has absolute
faith. No advertiser has Succeeded
over any length of time unless he
stood squarely behind the products
he sold.
Such advertisers have made the"
reputation throuoh the INTEGRITY Of
their product and the truthfulness
% thor advertising about that prod
net.
Your confidence in advertised
Goods and institutions is justified
because of these facts:
II does not pay to advertise in
fer'or products.
It does pay to advertise worthy
products.
Read the papers and read the ad-
vertising. You can believe in y end
right in your own home, sitting in
your easy chair, you can pick out
the things you want at the prices
you want to pay.