YOU CAN ONLY HAVE A SLUMP

Sun (Auckland), Volume IV, Issue 1064, 30 August 1930, Page 11

YOU CAN ONLY HAVE A SLUMP

IF YOU MAKE IT TIME FOR ENERGETIC ADVERTISING EFFORT. } There is no doubt about it. that half of the ills that New Zealand is suffer— ‘ ing from at the present time are caused by people talking slump and depression. This brings about just that state which manufacturers. wholesalers. and retailers of goods are most anxious to avoid. Dir. W. H. Dobb, assistant-general manager of the Remington Typewriter Co.. Ltd.. England. expresses this point of View admirably:— “If a. universal movement and determination to maintain business activity were made, the mesmerism of a. slack period would be destroyed. There is not the slightest doubt that the mental attitude is the principal factor in the situation. Apart from the merely material considerations. the effect is undoubtedly that when “A” stays his hand, and prepares for a. distressed period. he checks the activities of “B." .and so on throughout the whole com;mercial community, one trade interlocking with the other-J" Mr. J. H. Perkin. advertising manawger of Goodall. Backhouse. and 00.. ‘Leeds. England. says:— “If such a. thought of slump does ‘exist. we ourselves endeavour not to ‘give too much attention to the idea. and in fact try to keep our advertisxng and sales effort as keen as possible lthroughout the year.” ‘ Never was there a. time when a pro—‘gressive advertising and selling policy would yield better results in this Dom).— ‘ nion. There are countless instances of .courageous advertisers reaping the flewai'd of sustained efforts in the “dull ‘tinles which have beset this. country tin former years. Pessimism is as unpatriotic us it is destructive of our inuturul orospcrity.