VALUE OF COURAGE

Poverty Bay Herald, Volume LX, Issue 18068, 20 April 1933, Page 2

VALUE OF COURAGE

CONFIDENCE WINS OUT ‘Tho human race has always risen superior to its difficulties. Adversity has served but to strengthen fibre and stiffen morale. Then the world, gathering confidence, has moved forward once more on the high road to its destiny." Here are tho introductory sentences of a foreword, “The Commercial Value of Cdurage," to a handsomely produced booklet prepared by the Catts-Pattcrson Advertising Com-

pan* Tne story told by this stimulating publication is that intelligent merchandising; marketing, and advertising are powerful and effective weapons with which to light wad; depression; and proof is afford c I In u series of facsimile letter!? from prominent businessmen who have -hown the courage and confidence to put this policy to the test.

“In troublous times like the present/ ’ writes one of these, “ we consider it highly advisable to continue our plan of consistent publicity, even more so than during periods of optimistic economic conditions. This thought applies not only tot advertising, but to staff expenditure as well. , Our policy might have to be modiiled in less substantial countries than New Zealand, but it demonstrates more emphatically than words our unbounded faith in the recuperative powers of the Dominion. ” Other contributors to the booklet testify to successes achieved in spite of the hard times, and the whole tone of the publication is heartening and stimulating.