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Show Topics on Advertising Recently one of our advertisers informed in-formed us that his company had decided de-cided to get along without advertising advertis-ing or awhile in order to "cut down expenses". We had supposed that the old-fashioned merchant who figured fig-ured advertising as an expense had since passed away, but it seem that there is still oae left. As a matter of fact advertising is no more an expense than is light, heat or power, and did you ever hear of a merchant doing away with either of these items in order to reduce expenses? ex-penses? Of course, if a business is about to come to an end, or a merchant mer-chant is contemplating going out of business, is is all right to cut out advertising ad-vertising together with light, heat and power, but the man who is looking look-ing into the future and planning business, will increase his advertising advertis-ing rather than diminish it, if he expects ex-pects to make a success. A statement has recently been quoted from a man high up in the business world, who has gone into the matter carefully, to the effect that 84 per cent of business failures of the past year occurred among firms and companies that did not advertise. There is a lesson in this statement that should be learned by all business men. There is an old adage that reads: "If your business is not, worth advertising, ad-vertising, Advertise it for sale", and if you don't advertise it yourself the I sheriff will probably do a little ad-j ad-j vertising for you. Advertising is really the life of trade. Take any of the leading enterprises of our country and watch how they advertise adver-tise not a big lot of advertising once in a while, but steady, consitent advertising ad-vertising that keeps the goods of the concern constantly before the people who may be expected to consume some of them at some time. The city : department stores find that as busi-: busi-: ness begins to slow down extra ad-j ad-j vertising must be done to stimulate the trade, and only in the way can a ' normal amount of trade be influenced. influenc-ed. No matter what your ctobds are, if you don't keep your customers in- formed about them your salees certainly cer-tainly will not continue. When failures fail-ures sweep over our land it is the concern that does not advertise that : falls first and falls hardest. Remember, advertising elevates the standard of goods, for the advertiser adver-tiser or merchant is held to account by those who read his advertisements and buy his goods, and he dare not lower his quality and others must of necessity rise to his standard or go out of business. THE MERCHANT WHO OFFERS HONEST GOODS AT HONEST PRICES IS BOUND TO SUCCEED WHERE OTHERS FAIL. IF YOUR BUSINESS FALLS BELOW NORMAL, NOR-MAL, STIMULATE IT WITH JUDICIOUS JUDI-CIOUS ADVERTISING AND WATCH THE EFFECT. |