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Unique Home Furniture, Home Decorating and Home Decoration Store
Furtive Money -wolves: The nightmare years following the war, when the allowances were small and the spread great, when black market slickers lurked in knots at all tourist corners of Paris, are now but a dismal memory. The furtive money -wolves money-wolves may still be seen now and then lurking outside the American Express Office or Cook's but they are few and their business is in a slump.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money drives out good." The law stems from the fact that money has a value both as money and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good money" has a higher value as a commodity than as money and will disappear from circulation.
Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the money over the entire year is much more important than the amount of money you allocate toward advertising. Nothing will waste money faster than to spend a large amount of money in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your money according to your plan. Make some adjustments during the year to fine tune your efforts, but keep at it for the rest of the year. You will be surprised how this commitment to results will pay off despite some temporary misgivings.
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