BUSINESS LULLS.

Ashburton Guardian, Volume 51, Issue 25, 10 November 1930, Page 3

BUSINESS LULLS.

THE STIMULUS REQUIRED. “It is a notable fact,” says Air Lloyd Maxwell, “that many concerns make far greater advances during business lulls Than during booms. And they do it because they continue their agresBive sales and advertising policies, while contemporaries gauge their elicit upon the-weather vane of business conditions. If advertising justifies its existence during periods ol good business it doubly deserves its place m selling during the less prosperous peiiods.” . . , , “One of the most decisive statements pertaining to advertising s place in the scheme of things, comes from Roger AA T . Babson, a world known economist, who says:— ‘A permanently successful business is never born great but must achieve greatness —with advertising playing an almost indispensable role. “Continuity is the iirst consideration to achieve success in advertising, as well as to hold the position alter it is attained. Tho tendency of the Alanufacturer toward conserving Ins .if propriation for a Buyer s AJarket is ill-conceived as a Local Retailer who opens only on Saturdays because business is better than on other day's. “Too many Advertisers fail to appieciate advertising’s power and function because the actual force of adveitising has never been properly portrayed to them. The assumption that there is less money' spent during a slight depression is partially correct, but principally because sales and advertising efloit had been permitted to diminish “There will always be peaks and valleys in. business, but national advertising' is one of tlie greatest known forces to lessen the depths of the valleys and to raise the height of tlie peaks.