Show IS NOT EXPERT IN SALES BY INK INIC ASSERTS RESULTS ARE SURE WHEN CAUSES ARE RIGHT depression IN SALE AVERTED WHEN IS SPURRED TO ACT THROUGH conviction editors noto note james jamen lines sy is executive secretary of the amer lean ican association of 0 advertising agen cies the greatest organization in the world of 0 professional advertising experts ile he has lived advertising for or many ears eara and is of his bis facts in view of the tact fact that every american citizen is directly influenced by some form onn ot of advertising the following should be b read with interact advertising is a force for business much the same as many other effective forms ot of human effort effort of at itself is not always sufficient as wo we all know effort in business should be marl ed by intelligence diligence and continuity advertising Is as simple as it Is if also complex it may therefore be easily dabbled in by anyone with money to sand As a result it Is olten employed without proper knowledge or necessary study to male the statement without explanation that advertising Is a cure for business depression would invite the hasty resistance of many otherwise well informed it Is true none the less that advertising ver properly used can prevent business depression and when a abusi bubori ness depression occurs it can call briix business out of its depres business gets into a depression de presson because of lessening of active desire for commodities many other things are 0 of and the governing tact fact becomes obscured ob business is buying and selling belling it is an egeck not a cause in this consideration depreston eslon ignored some business is ia always going on reg regardless ardless of depression because a people continue to supply some ome of their wants and they have hare continual wants it if people buy less lees clothes in the course of a business season reason than they did the same season last year tile the clothing cloth lne business Is depressed and that condition passes along alent to the other lines of trade all line of trade articulate to the body of business every line of industry Is therefore affected by a depression lu im any line of industry everybody meets everybody else ela on some nerve of the market the difference difre rece between what la Is call ed a busness depression de presson on one hand and what lg is called business busl nasa prosperity on the other need not be ba very large in figures and yet ft very tory large laree la in results it is estin estimated that a 12 per cent shrinkage in sales volume is to make the difference between prosperity and panic this figure may not be bract perhaps 10 per cent la 13 nearer the correct figure egure A small falling oft off in buying there fore may be fairly interpreted as aa at a depressed depies sed condition la in business tile the effort put into selling belling may be al slowed owe I 1 up as much as aa 10 per cent with out being noticed until the sales figures reveal the result it if the sales salea are rood to today day it Is easy to think the sales salea will be good tomorrow to morrow irrespective nearly every business man thinks in that r able way normal in high gear As ag a matter ot of tact fact business bugl as ag we know it la Is normal when in high gear that Is when people are buying more than they have to have people want many kinds ot of goods packaged to suit their present pre serit taste it if the people receded from that high degree ot of taste in the matter of 0 packages tor for merchandise alone it would pull business down toward depression the cost ot of the modern fancy package Is part ot of the quani tir that makes up the volume of business necessary tor for to dayt dayo prosperity business Bual noaa oper aes alwang j on on th the e plane piane or of present time 1 ahe I he wants of 0 the people or their desire to buy cannot lessen without ea business volume A return to the simple tastes of 0 our fathers would pull the peak of later prosperity into a slump advertising creates or subdivides ind and multiplies the number of 0 peoples wants and thus produces ices business growth the elements in business growth are arc the same whether form a low lavirl to normal or front from orinal normal to a higher level I gottfr o r of 0 ink hill advertising has matte made people in tile sast last tor for instance stanco io want the pacific coast fruits the people in the east have continued to be well ted fed and healthy and content without coast fruits it if the advertis ig of these fruits were withdrawn and the people ot of the ilia east were no lunger urged to buy them desire tor for hem would pass and sev several eral hundred million jillion dollars annually would slip over to the depression side ot of the led er it if we think ot of business us as being merchandise in motion it is clear to J jee ee how advertising has haa the potential il of it a remedy tor for depression it if nobody buys anything there ny busness the merchant who tries ardest intelligently to sell usually ells more than the merchant who loan t try so hard or so intelligently advertising is a method for multiplying the sales effort of the merchant nd the manufacturer and albo ot of the producer reducer fiam the soil when business is dull additional asire to make sales prompts itself a 0 the mind of everil even the dullest seller jy isug advertising properly the In merchant erchant multiplies his sales eulit adjei using deanto thit that tile the merchant can talk to thousands of people every day the more thousands to w whom hem he offers his goods the more sales he makes and the more busi liess ess is done no hero here there Is therefore no mystery about it fl business depression it is just a lime when fewer ewer dollars worth of goods are sold gold each cach day in the average store it if more people went into the stoie a inci molt iiii goods would be sold the liw of averages insures that A simple emedy for or getting more people into the store is to invite and urge more people to come into the store to stop advertising or to reduce the amount of advertising s to stop asking people to come and buy or to ask less people to buy or to ask people less persistently to buy everybody needs to be urged to do anything whom when people aie at e urged to buy more than formerly that in turn is an urge to Incz increase Incie ease as their buying power advertising is never an expense it Is either a form ot of waste or an eco economy moray it if intelligently done it is the safest investment known to bust busi ness it is a waste only at the of the utterly incompetent when business is dull advertising should begin or it if advertising is going on it should be increased increase il there is no surer remedy for business depression than advertising because it is properly within the economies ot of business and it is a remedy available to every business man when business men will give less brooding thought to cryptic phases ot of leaders ana use their coni mon men sense more aggressively justness business depressions will be short t lived |