South Bend news-times. (South Bend, Ind.) 1913-1938, 1922-03-12
ADVERTISING USE
Is GREAT FACTOR
TO Aid BUSINESS
Ad Expert Points Out Proper
- Use Of Copy to Stimulate
Trade Slump.

: by JAMES ESSY.
Ex~eutivs Secretary % the Anerioan A.
soelatlon OF AdvertisinE AEenoies-
Special n The NeWs-Times.
NEW YORK March 11.-Adver-
Using IS force for business much
enc same as many other effective
forms Of human effort Effort OF
itself Is not always sufficient as We
an know. Effort IN business should
be marked BY intelligence, diligence
and continuity.
Advertising is az simple az il is
also complex. Il may therefore be
easily dabbied in by anyone with
money 70 spend As a result II IS
often employed without proper
knowledge or necessary study.
To make the statement without
explanation that advertising Is a
cure Cor business depression would
INVITE the hasty resistance Of many
otherwise well informed.
II n true. none the less. that ad-
vsrtlslng properly used. can prevent
bnsiness depression and when a
Uusiness depression occurs IL can
bring business out OF its depression.
Buslness gets into a depression be-
cause OF a lessening OF active desire
for comm ODDITIES Many other things
ere talked OF and the governing fact
becomes obscured.
%. Business IS buying and selling. II
O. an effort not a cause in this con-
Sideration.
Depression Ignored.
some business Is always going on
- go
people continue 20 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 same season last year
the clothing business is depressed
and that condition passes along 70
the other lines OF trade.
All lines Of industry is therefore
affected by depression in any line
az industry
Everybody meets everybody else
On some nerve Of the market.
The difference between what il
called a business depression on one
hand. and what IS called business
prosperity on the other. need not be
very large i'm figures and yet very
large in results.
II Is estimated that a p per cent
shrinkage in sales volume Is suff-
cient 10 make the difference between
prosperity and uanic. This figure
may not be exact perhaps 10 per
cent IS nearer the correct figure.
small falling or in buying there.
fore. may be fairly interpreted as q
depressed condition in business. The
effort put into selling may be slowed
ND as much as 10 per cent without
being noticed until the sales figures
reveal the result.
II the sales are good today. IL is
easy TO think the sales Will be good
tomorrow, irrespective Nearly every
business man thinks in that comfort
able way.
Normal I'm High Gear
As a matter OF fact business. as VS.
know It. is normal when in high
gear. That is. when people are buy
ing more than they have to use.
People want many kinds Of goods
packaged 10 suit their present taste
II the people receded from that high
degree OF taste. in the matter o.
packages for merchandise alone, ii
would pull business down toward de
preston. The cost Of the modern OF
fancy package is part of the guam
It'll that makes up the volume OF
business necessary for tOdays pros
perity Business operates always
on the plane OF present time.
The wants Of the people or THEN
desire TO buy cannot Lessen without
lesSening business volume
4 return to the simple tastes OF
our fathers, would pull the peak OF
later prosperity into a slump.
Advertising creates or subdivides
and multiplies the number Of PEG.
pies wants and thus produces bust
ness growth The elements in bust.