The Powder River County examiner and the Broadus independent. [volume] (Broadus, Mont.) 1919-1935, 1922-03-24

SAYS ADvERTIsIMG II NOT MYs-
TD1lOU0-DxPD9T IN 0ALnS NJ
PnlNT0Ds9 INK ADSEnT9 RH9Ul1FD
AnH SURH WHEN CAUSES ARE
NIGHT.
Editors Note.-James OShapghnes-
~ II executive secretary CT the Amer
lean Association OF Advertising Agen:
cies, the greatest organization in the
World Of professional advertising ex-
sportss He has lived advertising for
Eanany xeS]S and IL confident or his
t4ct1 IN view CT the fact that every
Ametacan citizen 10 directly Influenced
| bH. some form Of advertising the fol-
lowing should be read with interest.
Advertising ID q force for business
A1uch the same az many other effective
Forms Of human effort. Effcrt Of 1T
self 10 not always sufficient as we all
know. Effort in business should be
|asArked BY Intelligence, diligence. and
continuity.
Advertising IL AZ simple az It Is also
complex. 1t may therefore be easily
dabbled in by anyone with money to
|'spend. As q result 1t IL often employ
ed without proper knowledge or neces-
sary study.
To make the statement without ex-
PLANTATION tina advertising Is Il cure for
business depression would invite the
nasty resistance Of many otherwise
we'll informed.
1t is true, none the less, that adver-
Using properly used. can prevent bus-
mess depression and when a business
depression occurs It can bring 5usi-
mes out Of its depression.
Business gets into a depression be-
cause Of a lessening Of active desire
for commodities. Many other things
are talked Of and the governing fact
becomes obscured.
Business is buying and selling. 1t
is an effect not a cause in this consid-
GRAFTON.
Some business is always going on
regardless of depression because peo-
pie continue to supply some of their
| wants and they have continual wanst.
If 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 81 industry is therefore
affected by depression in any line
! of industry.
Everybody meets everybody else on
some nerve of the market.
The difference between what is CALI
| ed business depression on one hand,
and what is called business prosperity
| on the other. need not be very large
in figures and vet very large in re-
| suits.
| 1t is estimated that a 12 per cent
shrinkage in sales volume is sufficient
to make the difference between pros
perity and panic. This 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
efforts put into selling may be slowed
up as much as 10 per cent without be-
ing noticed until the sales figures re-
veal the result.
| II the sales are good today, 1t Is
easy to think the sales will be good
tomorrow, irrespective. Nearly every
business man thinks in that comfor-
table way.
Az a matter Of fact business as we
know it, IL normal when in high gear,
That is. when people are buying more
than they have tc have.
People want many kinds of goods
packagcd ITO suit their present taste
II the people receded from that high
degree of taste. in the matter of pack
ages for mercha ndise alone. it would
pull business down toward depression
The cost Of the modern or fancy pack
age is part Of the quantity that makes
up the volume Of business necessary
Tor today's prosperity. business oper.
ates always on the plane CT present
time.
The wants of the people or theft
desire to buy cannot lessen without
llessening business volume.
A return to the simple tastes of oul
fathers, would pull the peak of latel
prosperity into n slump.
Adverticing creates or subdividei
and multiplies the number Of people'i
wants and thus produces business
growth. The elements in bushes,
growth are the sam, whether from {
low level to normal or from normal I,
a higher level.
i Advertising has made people in tn
east, for instance, want the Pacih
coast fruits. The people in the cas-
The result inevitably is to improve tn
exchange situation and to enable tn
. foreign borrower to purchase !Amsri
can products. 1t thus becomes appar