REGULAR ADVERTISING.

New Zealand Herald, Volume LXVII, Issue 20679, 26 September 1930, Page 12

REGULAR ADVERTISING.

VALUE IN DULL TIMES. ENGLISH FIRM'S EXPERIENCE. " This country is now passing through a timo of great depression, but wo should not dream of cutting down our advertising iq any way. Rathor tho contrary, for wo do not look for immediate results frorfi® an advertisement. Wo consider it moro as a system of building up goodwill with our customers and prospectivo customers," said Mr. Alfred Clark, managing director of the Gramophono Company, Limited (H.M.V.), in a recent interview with a London Daily Mail representative. " They may ijot bo inclined to buy anything at tho timo that tho advertisement appears, and tho advertisement may not mako any immediate change in their attitude, but, by regularly and constantly advertising wo are making an impression and when tho timo comes for them to buy anything that wo sell they, will remember our advertisement. That is tho only way that real profits aro reaped from advertising. " A very good illustration of this was afforded when the war broke out. In tho first year everyone was so depressed that you could hardly sell a gramophone. Wo did not, however, cease to advertise, or oven cut down our programme of advertising. Wo simply plodded ahead, and in tho next few years more and more people began buying gramophones. Had wo ceased advertising, wo could never have caught tho tido again when it turned."