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MOTION PICTURE MAGAZINE
Spending Money to Reduce Selling Prices
IF you were going to give a large entertainment, you wouldn't go out personally and deliver a hundred or so invitations verbally, would you? Of course, you would have them engraved and mailed to your guests.
You would in this way spend money to save money and time, which is also money.
Any man who has anything to sell has the problem of getting his invitation to buy before the largest possible number of prospective buyers.
The larger the number he interests, the more units he can make, and the lower his producing cost descends. So he takes the quickest method of reaching a large number of people — printing advertising.
If anyone tells you he is able to sell you his goods at a lower cost because he had no advertising expense, laugh at him.
Advertising reduces sales expense, because a single ad calls on thousands, while a salesman can call on one or two. Advertising reaches an individual at less than 1% of the cost of telling the story to
This article — one of a series to Advertise Advertising — was written for the Associated Advertising Clubs of the World (headquarters Indianapolis) by
President, Chalmers Motor Company.
that person in any other way.
Advertising increases the keenness of competition so that prices are forced downward.
It would not be possible to produce a lead pencil for two cents, a tube of paste for ten cents, a collar for twelve and a half cents, were it not for the force of advertising in creating a wide demand, permitting quantity production and labor-saving machinery, thus cutting costs.
There are other reasons why you should insist on the advertised product.
The purpose of most advertising is to establish the reputation of a name. In order to live up to that reputation, definite standards of quality must be maintained in the product. It must live up to the claims of the advertisement. Faking or misrepresentation cannot stand the light of publicity.
Advertising is your protection and safeguard. It points out the lines of goods of whose quality you can be sure.
Write us for free booklet. This is written for buyers like yourself and every man or woman who buys any kind of commodities will find it profitable reading.
When answering advertisements kindly mention MOTION PICTURE MAGAZINE.