Chewing Gum and Advertising

'We mention'Wrigley again.

A name to conjure with. A name that has brought into the field of advertising the most notable example and. expression of its vast possibilities. We spoke of raisins in a recent issue. Everything we said about raisins holds good. in the case of chewing gum, as merchandisecl by the 'Wm. Wrigley, Jr. Company.

And a lot more. About a million and a half dollars more. For Wrigley, we are told by Printers'Ink, will spend. $4,000,000 during the coming year. Four million to advertise a nickel product ! Eleven thousand dollars every day of the year! Does it pay? Ask Mr. 'Wrigley. Here is what he says about it:

He has been in the chewing gum business for 32 years. He has hacl his ups and downs. Went broke three times. Through all this period, however, there has been one thing he has kept always in sight. That is advertising. IIe admits it is possible to make mistakes in advertising as in everything else relating to business. But the basis of his own experience and the underlying causes of his success are conveyed in the following remarks:

I had to sum up in just a word the reason why advertising has done so much for us I think I would say this: WE GAVE IT A CHANCE!"

There is a wonderful thought to ponder on. It is worthy of consideration by so many who are only too ready to say "Ad.vertising Doesn't Pay." Have you really GIVEN IT A CHANCE?

Suppose the lumber and shingle industry were to spend the same proportion of money to advertise its prod.uct as

'Wrigley does for his gum. Four million dollars to a nickel. How much would that be? Let's say, for a $5,000 home. The answer, quick. Four hund.red billion dollars ! ! ! Ancl what is the actual amount spent ?

The cases aren't ana agous, some one says. In other words, "My busiuess is different." Yet Wrigley has got to sell 100,000 five cent packages while the lumberman is selli,"g ONE home.

What does he say about this argument of a difrerent kind of business ? ..THE R,EASON FOR, ADVER,TISING AND TEE NECESSITY FOR, ADVER,TISING IS THE SAME YESTERDAY, TODAY AND TOMORROW. THIS APPLIES TO MERCEANDISE IN GE}IEBAL."

That is why he has decided to spend $1,000 more each clay this year than Iast year, when he spent more money for advertising than ever before in the face of the fact that 1921 was regarded as a bad. period for many concerns. In the face of which fact, also, 'Wrigley sold more gum than in any other year.

This is the explanation for his increased and ever increasng ad.vertising plans: "A man, to be successfut MUST ADVER,TISE CONSTANTIJY.,,

"It is not sufricient that you get a man to buy your commodity once. You can't expect an article to keep on selling itself even if it is the best kind in the world. That woulcl be like letting your business run itself.

" To me it seems self evident that the man in business who has goods to sell must let peoplg know about those good.s. To have a growing business he needs new customers all the time and also needs to keep constanly reminding the olcl ones."

' Does advertising pay? Ask Mr. 'Wrigley.