Show LAGS KII ASON possible dangers to branded ns as a result of slackened advertising support by dealers tira are pointed out by the current nielson Nl elson researcher earcher 11 publication of the A C nielson company which declares that while national advertising ot of 2 23 3 important food hold held at or above 1941 during the feb auary march 1942 period retail support lagged sharply considering the december jan uary nary 1940 41 period as says the nielson publication advertising of 0 these 23 commodities tor for all grocery stores totalled to only 82 during the december january 1941 42 period advertising of chains during that period was at an index number ot of 99 compared with the previous year but advertising ver of independents had dropped to 72 similar de declines a lines in the use of displays have been noted analyses have revealed leve aled slug ashness in local advertising by food and drug dealers says sas the publication and note from the chart reproduction that the reduction laduct ton in advertising traced to tile the independent stores whereas the chains effort held up relatively well see magazine tor for charts nielson Nl elson index records contain many examples eam ples of cases where sales declines have been caused by b a i reduction in local advertising ver by dealers the chart chait reproduced shows the sales trend ot of a popular package food note that the independent stores share ot of the business was use live points approximately 9 per cent lower as a result of oe reduced other sales influences were relatively unchanged in this ease case so chiat thiat the shift in sales appeared appealed directly attributable to changes in advertising by retailers while displays and bocar adver using are aie vital sales influences to retailers the publication says sais 1 it does not necessarily follow that they the are economical tools tor for all retailers theli their use depends entirely on their cost in i relation elation to sales volume and profit margin it says |