Show advertising mistakes QUESTION before many ot of us als Is what change ot of advertising pol icy it if any should be made in view ot of present financial and business condl lions it la Is perfectly natural tor for us to give consideration to some degree ot of retrenchment but it Is dangerous to let reduction in expenditure be such as to bring about a real gap in the con ot of the advertising it Is a corn com mon nion mistake tor for some advertisers to think that they can turn advertising on and off like water from a faucet and expect it to become immediately effective whenever they are prepared to resume operations advertising does not work that way temporary conditions should not influence us to make too earlous inroads on the pro gram ol 01 advertising which can be wisely conceived only on a long term basis francis frands H sisson president american bankers association prank frank notary nubile public |