Historical Newspapers of South Carolina

Below is the OCR text representation for this newspapers page. It is also available as plain text as well as XML.

I T>mA \ JYCttU 1 Abo > I \ \ ! * - \ , i ' i j * ? ii; ' ' ' ? f . - V' 5 : ' . * V ? ; ' ' ' : r V ca f . . i \ ! , \ * . f j I k * r.JH ' # * I A ^SSBSSSSS?SSSS^^S^?S^S?S??SS^iSS?SeSSSSSS ! Vhat Mr. Cullen i ut When to Advertii Advertising Pays Wh ness is at its Lowest Ebb! # % i % Customers give more thought to the matter of making purchases and are more conservative in their buying in times of financial stress. They most often choose goods with an advertised reputation, as they have proven themselves capable of withstanding the test of publicity. Konrllinnr onr?ll mprplion_ iycaiuo liaiiUliiig ouvn Uivivnatidise are not taking full advantage of their opportunities until they treat their wares tov a course Of advertising.I t ^ % Tho Hniintu Ronnrri I llll UUU11IJ I IUUUIU t ^ * affords the opportunity to reach the buying public of Wiliiams-r burg County and adjoining communities economically and ef fectively. Its l^rge circulation puts the message of the wideawake merchant into the homes of a large percentage of the peo-, pie of this immediate section. It places your proposition before them at a time and under circumstances that assure its consideration. 1 Advertising in Tin Recanl ftys! i * 9 ' ' , * * - ': ; p ' X ' > ':p PP.^' * ' ~'-J 'I r "[ iflAfif'VM- i ays | se " ' I en Bum- j I Advertising Key to Business. I ^ I New York, Jan. 22?Advertising is I I the magic key that unlocks the gates I ' Ar^Am V ui miuiiirn ini yiviystn/ atm business with new life. It is the one i factor in business powerful enough to turn disaster into success. Its prae- gJ tical value lies in the fact that it stymulates consumption. Mpy - ~ These are the viewpoints that Geo. A. Cullen, vice president of the North ( 1 , American Fruit Exchange and former ; 8 vice president of the Lacawanna 1 8 railroad, expressed when questioned ^ ! as to his reasons for asking the apple . 8 vr? v?1. 1amu4> t.r> ?7x growers or new w mmivu wi mb , intensive advertising campaign. I -S f ji Mr. Cull en has had considerable ex- | perience with the efficiency of ad- , I vertising as a medium with which to 1 create brisk business when the com- I mercial poise beats very slowly. He I'* thinks that the logical time for ad- I vertising is When consumption is at I the lowest ebb. It is then that legiti- I mate selling augurments should be ad- I - ??i? vdbM rancea w uw va/uig ouuhw^ <. _ , . .... ?y*. |; V'"1 Hte has based these calculations 6a I the matter of observations which I have just been reinforced by the pub- I lication of Bradstreet's and Dun's 3 yearly reviews of failures for 1920 re- I ^ corded during the past year, 84 per 1 cent were of firms that failed to ad- 1 vertise. 1 "Selling any produce is a matter I of letting the people know what you I have to sell. Demand is created at | the knowledge that a desirable pro- ft duct is on the market,'' he declared .1 -fiw Mr. Cullen, addressed the New I Ja York Agricultural Society at A!- I bany, he took occassion to tell the I apple growers that they were making 1 a fatal mistake by failing to adver- I' tise. In making his plea for utilising I advertising as the one medium which I could be depended upon to stimulate 3 the apple business, Mr. Cullen drew I , some very graphic comparisicms be- I ?^ v tween the enterprise of the California I fruit growing business. 3 Inasmuch as his paramount busi r nefis interests Are now centered m the I % fruit growing business. he ' said that I ? he had investigated the advertising I. field from the viewpoint of a fruit Igrower. But he is of the opinion that I. " the same results that can be derived I from advertising in the fruit field can I be derived in other lines of com- I merce. I > According to him, the buying public I is never in a mood to buy until it has i been awakened to the possibilities 8 of advantage that will accrue when I r spending money is not particular- I v' on/4 tehsn nil mflnner of I " 1 y piCUbUUl) UUU ?? I ? T- ? industry is showing signs of slowing up, it will be found that shoppers are ^ most discriminating and unwilling to fr go into the markets. Unless a determined effort is made to show them j whereby they can profit by buying at such a time, business is likely to suffer serious relapses. The consistent advertiser is the man who realizes profits. In expressing those views Mr. Cullen said that they could be reasonably applied to any kind of business. But he stressed the fact that advertising was a boon to ^ fruit 1 situation when buyers are loath to 1 come into the market. 9 ? *1' ; i! L i * ' ;s A II * ; '* _