Friday, March 9.1956. University Daily Kansan
Page 9
Advertising Helped Make This Date Possible!
Everybody Benefits From Advertising's Price-Lowering, Product-Improving Force
THIS FELLOW AND HIS GIRL are enjoying a "sale day." Only this "Sale" doesn't end in a day, week or when a certain amount of merchandise is sold. No, it lasts forever.
YOU SEE, ALMOST EVERYTHING HE BUYS—or will buy—is priced at about the lowest mark possible to assure a minimum profit. Why? Because of a jingle, a picture or some words. These jingle pictures and words are part of that one price-cutting, product-improving force—advertising.
YET, THERE HAD TO BE A WAY TO STIMULATE DEMAND for a large number of cars. That's where advertising came in. Through printing stories and pictures of his car, Ford had the price down to $500 in a short time.
TAKE HIS CAR FOR EXAMPLE. Way back when cars were first invented, a Locomobile, Oldsmobile, Stutz or Franklin cost over $4,000. Inferior cars at an unreasonable price. But then Henry Ford came along. And he decided if enough cars could be sold to necessitate mass production, the price could be cut over half.
NOW LET'S CONSIDER THE COKES THEY'RE DRINKING. Know what profit the bottler is making on one five cent bottle? Less than a penny. The only reason he can afford such a small profit is because of his tremendous sales volume. And advertising CREATED that volume. Chances are
you'll automatically ask for a Coke when you're thirsty. And you're confident you'll get a pure, pleasant drink every time.
THAT RESTAURANT IS SERVING FOOD at a cost almost comparable to buying or preparing it in your own home. Again, advertising is responsible. For the brisk business advertising created enables the owner to buy at wholesale prices and serve at a low margin of profit.
PRETTY SOON, THEYRE GOING TO SEE A $5,000,000 MOVIE. And the admission price is only $1.50. But could that be possible if millions of others hadn't read and heard about it through advertising?
THE CIGARETTES THEYRE SMOKING WERE MANUFACTURED in a $4,000,000 plant and contain tobacco from all over the world. The cost—24 cents.
THE GASOLINE IN HIS CAR contains power-stepping, mileage-increasing chemicals. Advertising told him about them.
ALTOGETHER ADVERTISING GIVES YOU LOWER PRICES, confidence and constantly improving products. "Let the buyer beware" has died. It's been replaced by "Let the seller beware." For advertising creates such a dynamic competition, inferior products are quickly driven from the market.
SO TAKE ADVANTAGE OF THIS "SALE DAY."
No need to rush, it will be on tomorrow.
Advertising Helps You Live Better - For Less
University Daily Kansan