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Show Advertising Mistakes A AQU A QU QUES QUESilON S 110 i 1O\ 1O 1Obefore ' \ before many ot of us usIS usL'a us-a us a L'a La L'ais - ' ' is what "hat hat " cinnge cll\ne cll ne change ' \ ! ; ot of advertising advertl&lng advertllng & pol policy policy policy icy , it if any , should be made in view or of orpresent ofpresent otpresent present financial and business busmess condl condi condlUons conditions condltlons Uons tions It is perfectly natural for us to togIve togive togive gIve consideration to some degree 01 of ofretrenchment 01retrenchment olretrenchment retrenchment , but it is dangerous to Ie le Iercduction lereduction Iereduction rcduction reduction in expenditure eXllenditure be such a ato ato ato to bring about a real gap In the tbe COli cow COliUnuity cowtinuity conUnulty Unuity tinuity of o ( the advertising It is a COlT con COlTnon conmon coirjnon non ) mon mistake tor for some advertisers t I tthInk Ithink tthink thInk that they can turn ad\ ad adertisiL adhertish adiertlsii.on adiertlsiion \ ertisiL ertisiLon . on and off oft , likeater like \ - water \\-ater ater from a faucel faucet fauceland faucetand fauceland and expect it fl to become immediate Immedlateleffective ! ctracUV6 effective whenever they are prepare prepareto prepareto to resume operations AdverUsln Advertlein AdverUslndoes Advertleindoes Advertlsindoes does not work that way Temporar TemporarcondiUon Temporarconditions Temporarconditions condiUon conditions , should not Influence us t tmake tmake tmake make too serious Inroads on OD the prt pro program program " gram of advertising advortising , which can be beuisely biwisely uisely \ Isely , conceived only on a long tern ternh ternT h ) " ' Qis i IS < ; rr1nc rnndi rrincI I H Sisson , Preslden Presiden PresldenAmerican PresidenAmerican PresldenAmerican American Ban Bani nanl ! Pro ( > pr r A A- A Aoclatlon Ao-ociatlon Ao ociatlon Aociation - oclatlon -ociation ociation - |