GETTING VALUE FOR MONEY

Taranaki Daily News, 21 November 1930, Page 5

GETTING VALUE FOR MONEY

"Ai> V EKTISE NOW AND ALWAYS." Major Montague Gluckstein, managing director of Messrs. J. Lyons and Co., Ltd., the London caterers, writes to the Daily Mail. “There is no close season for advertising. Continuity of advertising is the surest method of getting value for expenditure, and if your manufactures are worth advertising, there is no reason why they should not be advertised now and always. "A manufacturer or merchant who wishes to get the full fruits of advertisement must treat it as an integral

part of his business. It is an essential section of his distributing machinery, and w'ithout it large cannot be maintained. Probably everybody knows these facts but there is a tendency to treat familiar knowledge with insufficient respect. Economic situations such as we are passing through at the moment put business judgment to a severe test, and the anxiet; to cut expenses sometimes leads to misdirected energies. •‘J. Lyons and Co. Ltd., are continuing their advertising because they intend, if possible, to increase their pro* ducti' i, and they have come to look upon advertising as a very necessary adjunct to salesmanship and distribution. Besides, goodwill must be preserved, whether the times are good or bad.”