Their 'ad' could be the price label on the shelf under their product and/or the way the box looks compared to the others.

A store's 'ad' could be their physical location (in a high-traffic area).

An 'ad' can be anything that a potential customer sees or experiences, whether they want to -- OR NOT!

Like a billboard -- or a biz's storefront (which is a billbaord, basically).

It is any 'message' that is SENT by the marketER -- and RECEIVED by the marketEE ---- not the other way around!

And that includes the (comparison) price labels on supermarket shelves.

It's grow or die.

Jiffy Mix's growth depends on *changing* the minds of their potential customers (active marketing), not just fielding incoming orders (being a 'magnet'). To do that takes an OUTGOING effort, such as advertising -- in one form or another. Their pricing IS a form of them 'stating their case' in an active way --- imo.

It's not just about having a difference in the marketplace that is 'magnetic.' It's about making sure that difference gets SEEN, UNDERSTOOD, and ACTED UPON by one's potential customers!

If a company has a USP in the forest, will anyone hear it? Does the 'sound' even 'exist?'

-- TW