Ludwig von Mises
Advertising
September 1981 • Volume: 31 • Issue: 9 •
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The consumer is, according to legend, defenseless against “high-pressure” advertising. If this were true, success or failure in business would depend on the mode of advertising only. However, nobody believes that any kind of advertising would have succeeded in making the candle-makers hold the field against the electric bulb, the horsedrivers against the motorcars, the goose quill against the steel pen and later against the fountain pen. Advertising pays the advertiser only if examination of the first sample bought does not result in the consumer’s refusal to buy more of it.
