TAKING ADVANTAGE OF RETURNING PROSPERITY

Hawke's Bay Herald-Tribune, Issue 82, 23 April 1937, Page 9

TAKING ADVANTAGE OF RETURNING PROSPERITY

The Right Way Increased saies of Bovril in 1935 over 1934 showed that the policy of consistent advertising was sonndly conceived and carried out, stated Loxd Luke of Pavenham, at the annual general meeting of the company. Quoting from his speech at the International Chamber of Commerce in Paris, Lord Luke said that in a period of financial stringency, especially if there were much unemployment and a substantial reduction in wages and sataries, it was inevitahle that many firms, even those which advertised most strongly and most intelligently, shonld find their saies suffer to some extent. "But it has been my experience in the last f ew years, and I think it wOl be confirmed by other manufacturers," Lord Luke continued, "that where advertising is employed to stimulate public demand, the channels of distri. bution remain freer and more open so that when confidence and prosperity. Totara the manufacturer who has advertised in the right way finds that he is in a position to take quick advantage and move forward to even greater success." This was the policy his company had adopted throughout the depression, and the increased saies confirmed the wisdom of their action. Taking into account the fact that m 1934 a sum was drawn from reserve to profit and loss account, the profits for 1935 show an improvement of over £100,000. — Christchurch Press.