Show TRUTH about ADVERTISING By CHARLES B. B ROTH WHEN SHOULD A MAN ADVERTISE men often talk about BUSINESS the problem of when they should advertise most Should it be when business is good and sales come easily or when business is slow and sales axles are hard Those who believe in advertising most intensively when everybody has bas money argue logically enough that it is wise as Shakespeare himself himself himself him him- self pointed out sev several oral eral centuries ago i. i to Uto to take the tide when it serves Advertising Advertising Advertising Ad Ad- then will prove of most value some men believe Those on the other 1 hand band who believe a business should spend money for telling telling telling tell tell- ing its story most aggressively when times are slow say Charles Roth that advertising is a business-building business force and that it itis itis itis is therefore needed most when business needs building Whenever we have a temporary lull in business we see the spectacle cle of ot many advertisers drawing in their horns and refusing to spend money for advertising until times are easy once more The late P P. P D D. D Armour great packing magnate had the sanest view on the subject He always told his associates Advertise when times arc are good because because be be- cause then your dollars show greatest greatest greatest great great- est returns Advertise when times arc are poor because if you OU dont don't advertise advertise advertise ad ad- vertise then your our public wont won't know what you OU have to sell The public responds immediately to the man with courage enough to invest his money in advertising even when the condition of the market is not so good as os he would like to see it The public responds alwa always s 's to courage In 1921 when America had a short business depression A A. A W. W Erickson Erick Erick- son now dead made the directors of ofa a company in which he was interested interested interested inter inter- ested agree to spend a month for advertising during the next 12 months Business fell off The directors wanted to renege Mr lvIr Erickson wouldn't let them He made them spend their monthly advertising allowance al al- lowance He lie had faith When prosperity returned as it always does that company because of courageous leadership sk skyrocketed skyrocket skyrocket- ed cd to the top a position it still holds What had happened was that its public you ou consumers read those advertisements and subconsciously became friendly to a business which would continue to tell you its story in ns bad times as well as in good The public reciprocated by giving it its trade Whenever a business man advertises advertises advertises adver adver- it shows he has faith in himself himself himself him him- self in his community in his goods and in his customers lIe He is a good business man with whom to trade Ii a Charles B. B Roth |