Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-11-19
NOTHING MYSTERIOUS
SEEN IN ADVERTISING
Executive Secretary Of Ma
tional Body Gives an In
tcrcsting Statement.
GAINsr cunrAILMENr
Cut Advertising Appropriation and
busfncss DeprcSsion VIII Result.
Is Never nm Expense. Either u
Form of Waste or nh Economy.

i Is Never ENprnsc. Either ~
Form of Wnstr or nh Economy.
James o'Shnughncssy is e1-
ccutive secretary Of III" Amcri-
can Association OF Advertising
Agencies. the greatest orsani-
i cation IN tn" world ot pruf.s-
aionaI advertising experts. lie
has lived advertising for many
years and IS confident OF his
fncts. In view of tn. fact that
every American citizen Is d.
rectly influenced b. some form -
advertising IN" following should
be read with interest:
Advertising Is II force for busi-
ness much the gam" Hs many other
elective forms of human EFFORT. E,-
fort OF itseit IS not always sufficient
I rs wo all know. Effort in business
should he marked by Intelligence.
diligence. aud continuity.
Advertising IL as siupl" "s Il {,
1 also complex. |; may therefore br
easily dahbi"d in 10y any one wi,h
money to spend AS result it ~
| often employed withou, proper
4 knowledge or necessary study.
To make Tho statement Without *
PLANTATION that advertising ~ Il cure
i"r business Depression would Invite
10" haSty resistance Of many other
wiss well informed.
II /: true. non. the legs. that ad-
4 cruising PROPERTY used, can prevent
| business depression and when Il
j business depression occurs /, can
BRING business OUT Of It's d"pr.ssI lon.
Business gets into a depression be-
4 ''usc 90: a l"ss"uiuE Of aCtiy" desire
4 'nr commodities. Many other things
i az" talked O.; and the governing fact
i t"comrs ob-UrcG
Business is huylug nud selling !,
Is an effect no, cause In this con-
Iteration.
Drprcsniun Ignored.
som" business IL always going on
regardless % depression bccause peo-
rle continue 10 supply some OF their
wants and the" have continual wants.
i! p"opi" bug le-s clothes in N.
ours" O: "A business scasnn than they
fid tn" same season last year. tho
clothing lusiness ~ dcprcsn-d. ard
mat condition rns-cs along to IN.
other lines OF trade.
All lines ~ trade nr,icultt" TO tile
body Of business
Every linz "t industry is therefor.
affected by depression IN any lin.
OF Industry.
Everynody meets everybody else ON
some u.rv" ~ Tho market
The dincrcnc" b-,w.cn wha, is
called business depression on on.
hand, AMI what - called cuisines,
prosperity on tho other need no, Ice
very large ~ ngurcs, and yet yer,
large H. reHul's.
II i estimated That a ~ uer cent
-hrInhar" ~ sales yo.ur. = sufficient
To- max" the G!neT-iio" hrtw cen pros
rerity and panic This n.urc may
h"i be- exact. perhaps 10 peg cent IS
|, nearer Tho c"rr"c, figure.
J SINAI! ;tli'.g OH ~ buying there.
' i're' may D." fairly intsrDr","t as n
".pfc'H"d condition IN hus!ncss The
'h'f' r"t into selling may to-
slowed up a. much - ~ per cen,
N'hoHt h"'hs noticed Unti! the sales
'Fnr"H ''''"I m" result
u 'he SUES ar" good today. - =
w. ,''"N '"' s"!'s WEI "c S0uN
- 1870 ~ .''hi.S e'rr!
'''' '"'"HS ''' 'h"t comfort
>"r""i !" High ''cnr.
"s mater ~ fhct business. as ~c
- normal "h"n Ia h'sh
scar Ihht -. wren peorl" are buy
"E m"' 4" man 'h"N har" 20 have
op'" W'it man! KINDS OF goods
'".h '' /" sun th"ir present, ihs'"
Wv "'"P'f 'e'cd'H 'tUm ihd' hiEh
'"s'"' IA thr matter OF
I'"'h"E'N Tor merchandise alone. IL
1871 PUN BUSINESS GOWN toward de-
,.,,. ,ai,u 49," ~
,I.,' 1870 - par, 't INC Quantity
- % business
In,,i,. PtosP'r''E'
OF pr,s.,. ,.,,. ''' 80 P'''"'
Tho v.,,,, &c 81,
i desire :, Lr,. -, ~. y, ~!
l.sseDj,,,. hr.i,.,y ,,,,,.' "'''''"'
r.,,r, 90 - S
our fathers would r,,lI ~. n.'.r
later PROSPERITY iu,n =, s,r,r,
Advertising creates or a,tI,,,;,.
and rultiplies TN. nurh.r n, 80
pies wants ard thus nrod,cAs ~,
ness growth .rh. eIc,rc,,s Ia 49,;
ness growth ar. IN. Same u.bo,,a
from "A low level IN norma, nv t,,,
normal to Il hipher leyaI
Power NJ I,L
Advertising has ,p,.o ,o,,
East, for instance wa,, ~ n,.
Coast fruits The ronr,n -
could have continued "a Is. ,,.nu -,
and heal,bv ,,d ,