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Aper Money: Jtinued rises in the cost of living, which were "ibuted by his opponents to the McKinley Tariff, :; Harrison heavily in the campaign, but so did : discontent of the inflationists who wanted aper money, and the bitterness engendered :r suppression of the Homestead strike by the vernor of Pennsylvania. Cleveland with 46• cent of the popular vote won 277 electoral•:s, while the loser Harrison carried 42 per : of the popular vote and 145 electoral votes, some small comfort to Republicans was the ; of 11 Democratic seats in the House. Not-
•".standing, it was the party's worst defeat in 38 years since its birth.
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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