If you are the wholesale or manufacturing company and you also sell retail you are smart to only advertise full retail or your dealers will feel you have an unfair advantage if you advertise less than full retail. They will feel you are hurting their sales. For example a famous tip company demands all dealers only advertise full retail and you have to call to get wholesale pricing from their dealers. They also sell retail but they will undercut their dealers prices to anyone who calls them directly. That is also a bad practice.