Advertising is the zero sum arms race in established markets especially (which would be a majority of markets I suppose) -- if one company spends more or has mo

Advertising is the zero sum arms race in established markets especially (which would be a majority of markets I suppose) -- if one company spends more or has more effective ads, it pushes competitors to spend or improve on their own ads. That cost is being passed down to consumers. So by getting rid of all advertising everybody would see bigger margins and can cut prices.