SPASMODIC ADVERTISING.

Gisborne Times, Volume XXV, Issue 2125, 6 July 1907, Page 1

SPASMODIC ADVERTISING.

(By Progress.)

Spasmodic advertising is the costliest kind of advertising. To advertise at one season of the year, and stop all advertising at another scacon. is useless waste of both time and money. Without doubt many an advertising campaign has been stopped just as it was beginning to pay. in those days of strenuous competition, when almost every line is being pushed by others, it takes the first half-dozen insertions of an advertisement to acquaint the pid>lic with the retailer 11ml his goods, and it is onlv by long and continued advertising" that he can hope for profit. And even after he has a business well established, let- him discontinue his advertising, and immediately lie loses his trade, which goes to some competitor who never lets up oil his advertising With so many clamoring for a share of their patronage it does not take the public long to forget. The advertiser must advertise to secure his custom, and then continue advertising to hold it. Advertisers who never advertised except in a spasmcdic manner. 119 don lit think (and rightlv, too) that advertising may be ah right, but it has never done much for them. But. with the continuous advertising all is different. He hasn’t any doubts he knows it pays, and all about him ’know it pays. The advertiser who keeps everlastingly ■at it does not have to complain of a poor season, for the crop he cultivated in summer has only to be harvested in winter, HTs advertisements rffe in every issue of the best mediums, and—if they are good—are always read. It Is only by continuous advertising that one can realise the profits or fully appreciate the power of advertising.— “Pacific Coast Advertiser.”