Make Money Scarce: 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.
Bank lending rates to the public general rise when the discount rate goes up, but it i-because the banks must pay more for ir.... Rather it is because they expect that the Fj Reserve soon will make money scarce, they raise business loan rates as a way cate available funds. But a discount rate ri: not automatically mean bank lending ral rise, especially if bank loan demands are A decline in the discount rate conversely that the Federal Reserve probably will si credit through open-market operations.
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.
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