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By Neil Hopper Borden

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Extra resources for Advertising, text and cases

Sample text

19201......... 1930J......... 1940.......... 1945.......... All Agesf 75,995 91,972 105,711 122,775 131,669 139,621 Under 5 Years 5-19 Years 9,171 10,631 11,573 11,444 10,542 13,147 24,510 27,931 31,470 36,165 34,764 33,648 20-44 45-64 Years 65 Years and Over 28,632 3,080 3,950 4,933 6,634 8,964 Years 51,260 10,400 13,424 17,030 21,415 26,140§ 54,186 28,530 10,110 65 Years and Over 35,867 40,556 47,023 P er ce n ta g e D istr ibu tio n Year 1900.......... 1910.......... 1920.......... 1930 .........

Thus, a favorable Digitized by Google Original from UNIVERSITY OF MICHIGAN 28 - ADVERTISING: TEXT AND CASES trend for one class of product may be a reason for an unfavorable trend for another. Although the list of variables given above is only a partial outline of developments affecting people's living habits, which in turn are related to changes in food consumption, yet it serves to indicate the complexity of the forces which shape demand. To be successful, advertisers and aggressive sellers of food products have had to keep up with this whirl of change and adapt their busi­ nesses to meet them.

An increase in demand means that, at the same series of prices as before, increased quantities can be sold. An increased demand is represented by a new curve, lying Digitized by Google Original from UNIVERSITY OF MICHIGAN 20 • ADVERTISING: TEXT AND CASES to the right of the original curve. A special case of an increased demand is one brought about by the seller through advertising or other sales promotion; this is called, in marketing, the expansibility of demand. To be distinguished from an increase in demand is the elasticity of demand.

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Advertising, text and cases by Neil Hopper Borden


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