FOUR
"Wh
jg
I QUESTION,
I ANSWER - T
I 8 Let's examine
S The Merchanl
II making it more pr<
suit of advertising,
many times the ac
j| possible AT THEi
Ji For an examp
r ** A 1 1
m J\ advertises?o a
* vantage of trading
j| from the power of
jfi for the fact that he
3 old ones, all of whi
1 3 paying for the adv
H The situation i
# player on one tean
J team, by taking ad
if is making a costly
I * I do not think
to pay for it It is
else. At first thoug
however, it is not t
3 tage of advertising
| | **1400 Si
I
THE STATE PORT PILOT, SOUTHPORT, NORTH CAROLINA
y
?
o Pays for Adver
Who Pays for the Advertising?
he Merchants and Manufacturers Who Do Not Adve
/
this, seemingly oontradictionary, statement and see wherein lie
ts who do not advertise make it that much more profitable for
ofitable for their competitors,, they, naturally, suffer a loss thei
This loss is their competitors gain. Records show that the gair
Jtual expense of advertising. It follows, therefore, that the p
[R OWN EXPENSE are the ones actually footing the bill.
t
4
ile, take A and B, two merchants in Southport handling a con
oes not. A's policy of constantly calling to the attention of pre
at his store, is bound to bring increased business. Some of th
suggestion in advertising. Much of it, however, is business that
is failing to advertise. By thus failing to attract new customers
ch is helping to make A's business more profitable, is it not eni
ertising done by A?
may, quite; appropriately, be likened to a game of baseball. Il
1 makes an error permitting the other team to win the game.
Ivantage of its opponent's mistake wins the game ... The Merc
error, by allowing those who do advertise to win the customers
that it can accurately be said that the Customer who fails to no
true that he suffers a considerable loss but it is a loss that is, a;
ht, it might appear to be a gain for the merchant who does not
heir gain but their loss for it is the business of these few custoir
, that keeps these merchants from realizing great profit througl
m.
I
- . 4 ' i > .v *. >'? ' "V y - i
' V 1 i
tate Port Pilots In Brunswick Con
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v -T.T T ? W
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WEDNESDAY, MAY 1. 1a,Bl
tising?" I
- - i fl
ruse. ' : : I
n k ..-Sir -** . &
?its real truth. ; ' '? |J
those who do advertise. By 1
nselves that is the direct re- g
1 of advertising merchants is g *
ersons who make this gain 8 a
ipeting line of merchandise. %
>spective customers the ad- j|
is is new business, resulting , g
would go to B if it were not g
and, at the same time, losing W
tirely right to say that B is S.
t frequently happens that a g J
In this case, the victorious f|
hant who does not advertise d
i and the profit.
Lake use of advertising helps f|
>parenly, no gain for anyone g
advertise. In the long run, If
iers who do not take advan- ||
ti the medium of advertising. m
inty Weekly* I
&A
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