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Show TRUTH about ADVERuSfil i ByCHARLES B. ROTH ' ? WHEN SHOULD A MAN ADVERTKF? t,'j ...jinESS men often talk about 8 if problem of when they should .rtise most. Should it be when 't;. ,s Is S001 !lnd sales come j ;"'iy or when business is slow and erei arc hard? ftf: le who believe in advertising it 'intensively when everybody T money, argue logically enough jt is wise, as Shakespeare him- ' : pointea uui .-. centuries ago, V' "., take the tide La it serves." Advising Ad-vising then will .erfmost value, C,e men believe. ;- 'e, on the other I5 -rt 'ho believe business should Ni ,.d money for tell- "., its story most ;tt. ".,.-;,.olv when ICJOi" .r '-..es are slow, say Charles Koth ..3t advertising is a "iiness-building force and that it '." therefore, needed most when S;iness needs building, a;' "ffjenever we have a temporary j'in business we see the specta-of specta-of many advertisers "drawing ""their horns" and refusing to spend , !,My for advertising until times s ' easy once more. p Tte late P. D. Armour, great An -eking magnate, had the sanest a on the subject, rot! Be alwavs told his associates: Idvertise when times are good, be- jme then your dollars show grcat- 4 returns. Advertise when times VHP0 beCaUSC 'f 50U dn,t ertise then your public won't know what you 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 he would like to see The Public responds always to courage. In 1921, when America had a short business depression, A. W. Erick-sori, Erick-sori, now dead, made the directors of a company in which he was inter-ested, inter-ested, agree to spend $150,000 a month for advertising during the next 12 months. Business fell off. The directors wanted to renege. Mr. Erickson wouldn't let them. He made them spend their monthly advertising allowance. al-lowance. He had faith. When prosperity- returned, as it always does, that company, because of courageous leadership, skyrocketed skyrocket-ed to the top, a position it still holds. What had happened was that its public, you consumers, read those advertisements and subconsciously became friendly to a business which would continue to tell you its story, in bad times as well as in good. The public reciprocated by giving it its trade. Whenever a business man advertises adver-tises it shows he has faith in him- I self, in his community, in his goods and in his customers. He is a good business man with I whom to trade. I Charles B. Roth |
