Businesses don’t pay taxes, the consumer pays. All costs are passed onto the end user.
I think the same way about adverts, especially obviously expensive glossy ones - if you buy the product, you are paying for that gloss advert and would it have sold as well with a cheaper ad and therefore cheaper price?
That's why I never understand why so many firms concentrate on only giving new customers the best deals and utilising (expensive) ad campaigns, at the expense of decent customer service and either the same reasonable prices for everyone or, better still, discounts for long-time customers for their loyalty.
In the past, such brands rarely had to advertise because their (satisfied) customers did their job for them via word of mouth (and noew online reviews).
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