VALUE OF ADVERTISING

Taranaki Daily News, 9 August 1930, Page 4

VALUE OF ADVERTISING

CONTINUITY OF EFFORT. STRIKING BUSINESS RESULTS.' “The time to advertise is when you need business most,’’ writes an expert, who proceeds to quote American examples of the value of courageous newspaper advertising to languishing concerns and to industries caught in the toils of a trade depression. The directorate of one large industrial enterprise was persuaded by one of its members to invest 1,000,000 dollars in one year in newspaper advertising, with the result that the product sprang into a lead that competition could not overtake. “Human wants are no fewer than they were a year ago,” he continues. “People are still being married, setting up homes and rearing families. Clothing is wearing out just as fast as last year.” . Some worried business men singled out advertising expenses for pruning “because it shows up as a monthly expense when it is not an expense at all.” In such an attitude lay the danger to continued good business. Firms who has made increased advertising effort in the face of ' declining profits had more than made up the lost profits later. ‘‘Changing horses in the middle of a stream is still considered a good way to drown,” says the writer, who emphasis-, ea the fundamental principle of all ad : v'ertisino- which is constancy of * continuity of effort,, ■