ADVERTISING’S VALUE
-j ((U’NTKR A( TINT. DK-PIiKH^ION. - i |{ KM AR K A BLK INSTANCES, i LONDON, April 1. ! Business men throughout the world 1 had boon forced to study the econi nmios of the depression. and a good 1 ] in any of thorn had formed the opinion ’ that, retrenchment in advertising was ' : not necessarily economy, said Major i .1. .) . Astor. in presiding at a meeting { of fhe Advertising Benevolent Society. Naturally flic newspapers would ! benefit, from wider acceptance ol that j view, but the newspapers had no | reason to be ashamed of advertisement, j activities, continued M.ajor Astor. II j it were not for their big displays. I mass producers and great stores would | lie returning to the smithy and the | pedlar’s pack. (Laughter), j Advertising was the legitimate par- : cut of goodwill. Reduction of adverti-*-j ing meant loss of ground which would he costly to regain. Major Astor instanced a linn of American motor , manufacturers which alone increased j its advertising for 1930. It. dropped j only 14 per cent, of its business com-1 pared with the ti-ade's average drop j of og jier cent. Lord Luke, a member of the council of the London Chamber of Commerce, had also not been afraid to implement his own theory that concentrated advertisement, by stimulating demand, would cause a rise in value out of all proportion to the expenditure, continued Major Astor. He believed that if, could be firmly established that firms which kept up their advertising during the slump recovered more quickly than those which drastically out their appropriations.
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Hokitika Guardian, 16 April 1931, Page 6
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259ADVERTISING’S VALUE Hokitika Guardian, 16 April 1931, Page 6
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