Page:The Science of Advertising (1910).djvu/61

Rh $40 a day. But because of the effectiveness of his advertising, he says he sells daily about one hundred and sixty pairs of shoes—for his shoes are among the most popular and best known. When you buy a pair of shoes in that store, therefore, you pay for every advertising and selling cost just 25 cents per pair of shoes.

You can figure that any way you wish. The basis is entirely a comparative one. In this comparison, the shoe sold is the one which I personally think is the best for the money anywhere; and competent men tell me its advertising is the very best.

The cost or the saving by advertising must vary in every individual case with the steady quality of the article and the steady effectiveness of the advertising in showing forth that quality. Take another instance.

A very large manufacturer of clothing called in an advertising expert a few months ago because this manufacturer had discovered, after some investigation, that a rival who advertised was getting from the dealer an average of three dollars more per suit than this non-advertiser whose clothes sold to the wearer for the same price. Now the advertising man happened to know, from another source, that the advertising cost per suit of clothes sold in that section was less than one dollar for the other man. The advertising manufacturer then had a clear margin