Maintaining Demand

Manawatu Times, Volume LIV, Issue 6626, 12 August 1931, Page 9

Maintaining Demand

AN ESSENTIAL METHOD. Extracts from two articles recently published by tho London Times appeared in the New Zealand Herald. “Discussing the functions of advertising, tho writer adduced evidence which showed on an actuarial basis the wisdom of increasing outlay on advertising in periods of depression. Lord Luko insisted that advertising is an essential method of maintaining consistent demand, without which the production of public necessities in such large quantities as to make substantial savings to the public in cost would be impossible. If all the thought and ingenuity and outlay that have been expended upon plans for restricting output of various base metals and other commodities had been devoted to schemes for advertising the qualities and uses of those products it is conceivable that better results would have been achieved,” he declared. He implied that it is a matter of common knowledge that it costs more to recover goodwill lost by suspension of advertising than to retain it by persistence. !Sir Erancis Goodenough went so far as to say that the question for producers and merchants is not whether they could afford to advertise and to employ first-class salesmen, but whether they could afford not to do so.