SPASMODIC PUBLICITY

Evening Star, Issue 20779, 29 April 1931, Page 6

SPASMODIC PUBLICITY

ROLLING STONES IN BUSINESS “ One of the greatest wastes in business to-day,” says ‘ Printers’ Ink,’ a prominent American business weekly, ” is the inability of some advertisers to stick to adopted programmes. A rolling stone advertiser is one who is ■ always about to get some benefit out of Ids advertising, but who never does. By a process of starting and stopping advertising the willing public never gets a chance to remember the product. Suppose a sound business man should discharge his entire sales .force for a few months. Suppose he should shut up his business for six. months. Could be recover the lost ground without severe penalty ? “ Rolling stone advertisers do not realise that national advertising lias no immediate effect on sales except in certain practical cases. The average consumer does not read an advertisement, grab his .hat, run, down to tlie store, and demand the product. National advertising is building—building into consumer consciousness the name of the merchandise and the reason why it should be bought. This is not done by spurt advertising. It is done by steady repetition and reiteration over a long period, without any breaks in the schedule. Nothing spasmodically done ever amounts to much.”