| Show A LESSON TO ADVERTISERS If we could corral a thousand pf of the thc leading business e executives of the United States in a roomy well well ventilated ventilated auditorium we should like to give them a useful present present present-a a brief statement of some facts brought out by the Advertising Advertising Advertising Advert Advert- ising Federation of America The federation collected the experience experience ex ex- figures of seventy seven outstanding national for forthe forthe forthe the year 1930 Twelve of the conI concerns concerns con con- I cerns reduced their advertising ap ap- ap ap- ap I varying from 15 to per cent Thirteen made reductions re reductions reductions re- re of less than 15 per cent and two fifty-two actually increased their appropriations What happened 1 The net profits profits profits prof prof- its of the twelve declined per percent percent percent cent those of the thirteen were reduced per cent and those of the two fifty-two declined but 96 per cent It is foolish to dispute the federations federation's federations federation's federations federation's fed fed- fedI I contention that advertising advertising advertising advertis advertis- ing has a definite relation to the up-or-down up trend of business De- De Dependable Dependable De De- statistics show clearly that when advertising is fearless and liberal business expands andI and that when it is smitten fear-smitten and contracted business withers As you yc leave the hall hail gentlemen please remember advertising is isto isto isto to business what gasoline Is to the motor And tha the old engine begins to labor a bit on a tough hill you dont don't try to help matters by getting out and punching punching punchIng punch punch- ing a hole In the gasoline tank The The Outlook and Independent |
