Commondments of Advertising

by The Federol Trqde Commission

(Courtesy of the Lumber Merchants Association figure that exceeds the price at which the article is

I of Northern California) usually sold in the dealer's trade area.

The Federal rrade commission has adopted a nir-re-point 9' !91para1ive .prices must not be used in the sale of p.;g;;; .g"inst misleading advertising an'd h". "tttlo.r'tr.".i illi:l:: d-ttcribed- as- "imperfect,"-"irregular," or "sec- enforcement has been ordered. T1r. iri;i; ond;" unless the highe-r comparative price is conspicu- iishtr.i lhe .rirre-poirrt pr"g*;ur., ously disclosed to be for the same article in new and l. Advertisers must not represent or imply that they are

--o.----^ -,- --: ------ r----- .--o----- -:-' perfect condition.

^4^-:-- ^ -^4..^^A ^,:^^ ..-l^^^ +L^ --l,-^-r:^^l --:^-. offering a reduced price unless the advertised price applies-to a specific irticle.

SOUTHTAND INDUSTR.IAI GROWIH

2. The reduced advertised price must not be based onNOW

FOUR TIffiES NEW YORK

an artificial mark-up or on previous infrequent ancl i isolated sales. The ftrmer price quoted muit also be The Southland economic complex_o_f_Los Angeles, Ortr'";.

thE-a,,,'o,,',ced bargain the annual rate of the New York area. New studies just completed by the Los Angeles Chamber of Commer.e di.- lt ls clear that the acverrlser ls speaKlng or comparaDle Lc merchandlse and not the iormer or regular prrce or tne closing the--gain--by the five county local area over the aovertlsed artlcle. uilless lt ls otherwrse announceo, l7-county-New .York- region weJe an-l1ounced -in conjunction with formation of a revised Chamber area development o. lf:,t:l sa.te prices must represe,nt an^actual price re- chairman of the Chamber,s I'dus- ductron trom the oustomary retail prrce.

^"^tj:lilt?:re-wrtnlrr structure "to assure continuance of the Southland's dynamic rne traorng area at tne aoveruseo comparaDte prlce.

5. ,,Two-for-one.Sales,, claims may not be made u'less trial Development committee' announced that manufacturthe sale price foi both articles is equal to the seller's ing employment totals in the local complex have growll normal price for,t$e single article. tt.l t seler s l:""Xt "t'to7 in 1947 to 663,6ffi in 1954 to nearly 820,000 this

6.'One-half price" g!-"5079.9ff"

9. "1p" sales must be Altliough New york now has nearly twice the number factually_true a_nd if conditioned uoon- the purchase o.f of manuf?cturing *oik"r. lfpOS,jOOi of the local area, additional merchindise, this fact must be so'announced. Holmwood said continuance of strong ..industrial salesman-

7. Merchandise mus!not be advertised to consumers at .ttip; by theCha-ber and other locaidevelopment agencies "factory" o_r "wh-oJesale" prices unless, they are actu- *oirld iee the Los Angeles complex taking the lead-by the ally offered at- the retailer's cost and are less thau end of the 2Oth century. customary trading area retail prices.

8. No article should be "pre-ticketed" with any price (Tell them gou sau it in The Californin Lumber Merchant)