VALUE OF RESEARCH.

Waikato Times, Volume 116, Issue 19461, 28 December 1934, Page 7

VALUE OF RESEARCH.

STATEMENT BYUUSINESS LEADER. “We have religiously kept up our advertising, adding to the appropriation each year through the depression,” recently stated Mr Northam Warren, president of the Northam Warren Corporation, manufacturers of the world-famous “Cutex.” “This year our advertising investment will be tho largest in our history. And sales promotion has kept pace with advertising—making a team-working pair which is bound to bring results, if Intelligently directed. "We also spend thousands of pounds lyinually for research. It Is money well spent if it merely keeps us abreast of the times. “But wo couldn’t afford to invest heavily in research were it not for the protection advertising gives us. For Instance, a new product may not be susceptible to patent protection. The ‘copyists’ will gather round, analyse •and begin to copy it. One of the biggest Jobs advertising does is to preempt the cream of the markets for the originator of a new product, through tho high esteem it creates and preserves for his brand name. “Because we are thoroughly alive to our debt to all activities whioh are sales-produotlve, we have taken pains to sec that there, shall be' no let-down through the years. Advertising, sales promotion, travelling expenses of executives, research activities—all are budgeted in a oertain fixed, but not inflexible relation to sales volume.”— Printers’ Ink.