The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1922-04-13

lean Association Of Advertising Agen-
cies, the greatest organization in the
world of professional advertising ex-
perts. He has lived advertising for
many years and is confident of his
facts. In view of the fact that every
American citizen is directly influenced
by some sort of advertising the fol
lowing should be read with interest.
Advertising is a force for business
much the same as many other effec-
forms OF human s~effort. Effort of
itself is not always sufficient as we all
know. Effort in business should be
marked by intelligence, diligence, and
continuity.
Advertising is as simple as it is
also complex. 1t may therefore be
easily dabbled in by anyone with
money to spend. AS a result it is Of
ten employed without proper knowl.
edge or necessary study.
To make the statement without ex-
PLANTATION that advertising is a cure
for business depression would invite
the hasty resistance OF many other
wise well informed.
1t is true, lone the less, that ad-
vertising properly used, can prevent
business depression and when a bust
ness depression occurs it can bring
business out of it's depression.
Business gets into a depression be-
u of a lessening of active desire
for commodities. Many other things
are talked Of and the governing fact
becomes obsured.
Business is buying and selling. 1t
is an effect, not a cause in this con-
sideration.
Some business is always going on
regardless of depression because peo-
pie continue to supply some Of their
wants and they have continual wants.
II people buy less clothes in the
course of a business season than they
did the same season last year, the
clothing business is depressed, and
that condition passes along to the
other lines of trade.
All lines of trade articulate to the
body of business.
Every line Of industry is therefore
affected by a depression in n line
Of industry.
Everybody meets everybody else on
some nerve of the market.
The difference between what is call
ed a business depression on one hand
and what is called business prosper.
ity on the other, need not be very
large in figures and yet very large in
results.
1t is estimated hat a IL per cent
s%hrinkage in sales volume is sufficient
to make the difference between pros
perity and panic. The figure may not
be exact, perhaps 10 per cent is nearer
the correct figure.
A small falling off in buying there
fore, may be fairly interpreted as a
depressed condition in business. The
effort put into selling may be slowed
up as much as 10 per cen without
being noticed until the sales figures
reveal the truth.
If the sales are good today, it is
easy to think the sales will be good
tomorrow, irrespective. Nearly every
business man thinks in that comfort
able way.
AS a matter of fact business, as W.
know it, is normal when in high gear.
That is, when people are buying more
than they have to have.
People want many kinds of goods
packaged to suit their present taste.
If the people receded from that high
degree Of taste, in the matter Of pack
ages for merchandise alone, it would
pull business down toward depression.
The cost Of the modern or fancy pack
age is part Of the quantity that makes
for today's prosperity. Business oper.
ates always on the plane of present
time.
The wants of the people or their
desire to buy cannot lessen without
lessening business volume.
A return to the simple tastes Of our
fathers, would pull the peak Of later
prosperity into a slump.
Advertising creates or s~ubdivides
and multiplies the number Of PEG.
pies wants and thus produces bust.
ness growth. The elements in bust.
ness growth are the same whether
from a low level to normal or from
normal to a higher level.
Advertising has made people in the
east, for instance, want the Pacific
coast fruits. The people in the east
could have continued to. be we'll fed,
and healthy, and content without
Pacific coast fruits. II the advertis'
ing of these fruits were withdrawn