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- Publisher
- SAGE
- Copyright
- © 1934 American Marketing Association
- ISSN
- 0193-1806
- eISSN
- 1547-7185
- DOI
- 10.1177/002224293400100210
- Publisher site
- See Article on Publisher Site
Abstract
Probable Effects of the National Indus- trial Recovery Act on Advertising JOHN BENSON AM THANKFUL for that word "probable" increase in advertising which has already oc I in the title; it gives one some leeway. curred and is promised for 1934. The vol There are so few facts available as yet. ume of advertising during the last half of Things are happening, and there is an up- 1933 is materially greater than it was dur ward trend; but who is to blame? One man's ing the first. Improved income of farmers guess is just as good as another's. has been another factor, especially in the It behooves me to step lightly. Even in smaller towns of rural sections and in the the most stable times advertising is a skit- mail-order trade. tish horse ; you cannot predict his antics, Such checking as I have done among ad what he will do next. He is easily scared and vertising agencies varies all the way from a quickly influenced by popular mood; and he general reduction in prospective volume, due is quite dependent on the kind and amount to higher costs (in some cases substantial re of fodder available. All the
Journal
American Marketing Journal – SAGE
Published: Apr 1, 1934