Show advertising Adver mistakes IU lui before many of us u A la Is what change of 0 advertising polley policy it any should be made in view ol of present financial and business business condl condi lions it Is perfectly natural for or us to give consideration to some degree ol of retrenchment but it Is dangerous to let reduction in expenditure be such a to bring about a real gap in the con of 0 the advertising it Is a corn mon men mistake tor for some advertisers t ti think that they can turn adae on and off like water from rom a and expect it to become Imme immediately diatel effe effective glive whenever they are pre prepared prepa paret rei to resume operations Advertis in does not work that way temporary Temp orar conditions should not influence us ti make too serious inroads on the pro gram of advertising which can b bi wisely conceived only on a long temir I 1 asis francis H sisson president tre rican bankers banker association Atso clation |