SPASMODIC PUBLICITY

Nelson Evening Mail, Volume LXIV, 2 May 1931, Page 3

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 his 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 lie should shut up his business for six months.'Could he recover the lost ground without severe penalty ? “Rolling stone advertisers do not realise that national advertising has no immediate effect on sales except in certain practical cases. The average consumer does not read an advertisement, grab his hat, run down to the 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 break's in the schedule. Nothing spasmodically done ever amounts to much.”