Music Trade Review

THE
VOL. LXXVU. No. 22 P-blished Every Satuday. Edward Lyman Bill) Inc., 383 Madison Ave., New York, N.Y. Dec. 1, 1923
Single Copies 10 Cents
$2.00 Per Year
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Momentum That Fails to Function
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ESPITE the fact that advertising in all its branches has become a recognized and established depart­
ment of business and is appreciated as playing an almost vital role in the development of the in­
dustries of the country, there are still many men who display a lack of both knowledge and courage in
ha~dling their advertising appropriations, being' guided by their own often inexpert ideas rather than
by the established and recognized rules of good advertising practice.
It is surprising, for instance, the number of individuals ai1d concerns who are inclined to be most gen­
erous in their advertising appropriations when things are running along smoothly, demand exceeds supply, and
money is plentiful, and who drav\' in their horns to an amazing degree in matters of publicity as soon as busi­
ness shows a downward trend. In other words, they curtail their adnrtising at the time when most necessary.
_'\s a matter of fact, advertising to be most effective should be continuous and carried on without regard
for seasons or general conditions. Invest igation will show . that the successful institutions of the. country- the
big advertisers, almost without exception--spread their appropriations quite evenly over the year with perhaps
a slight increase provided for the pre-holiday season. When there is a change in the business situation these
same concerns are more likely to increase their appropriations on an emergency basis to offset the falling off
in sales, or at least keep their publicity going at an even pace.
.
The great fallacy lies in the belief that there is such a thing as advertising momentum, that extensive
advertising over a given period will have a permanent eHect on business even though the publicity be discon­
tinued for some months or more. In this connection it might be well to repeat the remC!-rk credited to Wrigley,
the pr.ominent chewing-gum manufacturer, whose propuct has reached a dominating position in its field as a
result of consistent and persistent advertising. ./\ friend remarked to him that as business was moving along
so nicely he could save several million dollars during the year by cutting out advertising and capitalize the
business resulting from the momentum created by the advertising already done. The conversation occurred on
the Twentieth Century Limited and in his reply Wrigley said: "We are bowling along now at close to 80
miles an hour. How far would our momentum take us if the eng'ine were taken off?"
There is no question but that advertising brings cumulative results, that the constant repetition of .1
manufacturer's publicity not only attracts the attention of new prospects, but refreshes the memory of those
who have seen the advertising previously but neglected at that time to answer the appeal. This reawakening
of interest is one of the reasons for continuity in advertising, for the individual who does not respond upon
seeing the first piece of copy may be in a mood or in a situation at a later date to take advantage of the offer
and purchase the product exploited.
There is a world of difference, however, between cumulative effects and momentum. The former grows
in volume just so long as the advertising is continued, but the latter ceases surprisingly soon after the last piece
of copy is run.
Not so many years ago a manufacturer of soap and soap powder advertised so extensively and success­
fully that the trade-marked name of his product was a by-word in practically every household. Differences in
managerial ideas resulted in discontinuing advertising, and the momentum was so great that within two years
the business had dwindled to nothing and the equipment and good-will of the plant was sold to a competitor.
The same holds good in the sense of a food product that, as a result of advertising, became famous within a
comparatively few months and then lost its popularity as' quickly because the manufacturer thought that the
advertising had accomplished the desired results and could be discontinued.
Advertising results can be obtained only by the continual and persistent following out of a definite pub­
licity program. There is no such thing as advertising momentu~ fnl- husiness progress stops when the ad­
vertising stops.
"
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