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     4*Q\'?l‘$"!‘7¥$~l)t=l'1~1~r 1s SPONSAORBD BY THE CANADIAN DAILY NEWSPAPERS ASSOCIATION 
     
    
   
   
    
       
     
    
   
   
    
     fi 
     
    
   
   
    
     Q) ALL MERCHANTS 
     
    
   
   
    
       
     
    
   
   
    
         MANUFACTURERS 
     
     AND BANKERS. . . . 
     
       This is t/ae way to BETTER BUSINESS 
     
    
   
   
    
     ‘ “Before there is any, great upturn in volume of sales for manufacturers of 
     
     » trade-marked merchandise, there must inevitably be a great upturn in adver- 
     
     rising volume. 
     
    
   
   
    
     "Because, merchandising embraces every marketing process involved in getting 
     
     a commodity from“ the factory to the consumer. Not merely from the factory 
     
     to the salesman. Not from the salesman to the wholesaler. Nor from the 
     
    

    
     a wholesaler to the retailer. But all the way from the factory to the consumer. 
     
     Including all the in-between stopping-places. ' ~- 
     
    
   
   
    
     "Merchandising is complete trade. Goods fully sold- Commodities: taken to their 
     
     cash-yielding terminal. When this last step rounds out the procedure  when 
     
     the ultimate useVs cash flows back through the channels of trade... and the 
     
     way is opened for repeat sales . . .then we have Business.”* 
     
    
   
   
    
     HERE WE HAVE THE ECONOMIC BASIS OFJKDVERTISING 
     
    
   
   
    
     For if we‘ agree that merchandising requires this completion of selling, so 
     
     that goods go into use and are used up, then we establish the place of 
     
     advertising as a business essential. Advertising holds its position because it 
     
     simplifies dealing with the public- as to effort, time and cost. It" is an 
     
     intrinsic part of selling at that last step which actually moves the goods into 
     
     consumers’ hands. i 
     
    
   
   
    
     Advertising in the Daily Newspapers-if it is geared by intelligent and 
     
     trained men to do its necessary share in the job of sellingl--is an unchanging 
     
     dominant power--the most rapid, direct, simple and economic contact with 
     
     Canadian consumers. 
     
    
   
   
    
     if‘ REA CH our to THE CONSUMER