48 



THE GAME BREEDER 



mal peace conditions. It will be learned 

 that the greater the war activity of the 

 concern, the smaller that proportion 

 will be. 



2. Next determine what larger pro- 

 portion could be employed if new lines 

 of manufacture are undertaken and sales 

 stimulated by the expenditure, if neces- 

 sary, of all the war profits of the con- 

 cern, in operating development, sales 

 promotion, and advertising "stimulation. 



3. Lay out a program of manufac- 

 ture, promotion and advertising consist- 

 ent with these determinations, and put it 

 under way as far as continued war 

 activity permits. 



Since operating development is inter- 

 nal and private, and sales promotion, 

 cannot proceed far in advance of ability 

 to deliver the goods, advertising is the 

 only part of the program that can be 

 started as soon as the plan is perfected. 



This advertising must necessarily be 

 of an institutional character, because in- 

 creased sales are practically impossible 

 now. It should frankly tell the public 

 that the concern wants to make known 

 jts future sale intentions so as to find 

 after the war maximum employment for 

 its people, plants and capital. It should 

 urge everyone who has put off buying 

 many necessary or desirable commodities 

 until after the war to investigate now 

 and be ready as soon as possible after 

 the war to buy these commodities, so 

 that everybody may be employed at good 

 wages after the war, and our war-time 

 industry and efficiency maintained intact 

 , for our great peace-time task and oppor- 

 tunity. 



Such advertising, well handled, is 

 bound to inspire confidence on the part 

 of war workers as to peace-time employ- 

 ment at wages consistent with a continu- 

 ing high cost of living. It will inspire 

 confidence on the part of timid capital 

 that may fear a peace panic, just as it 

 incorrectly feared a war panic in the first 

 year of the war and another when 

 America entered the war. 



We advertisers can render their fear 

 groundless by building a bridge of con- 

 fidence and trade stimulation to carry 



America through the first six months of 

 readjustment. 



Commercial inflation and commercial 

 depression are both artificial conditions 

 that may be controlled. The interest of 

 America and of the whole world de- 

 mands maximum possible commercial 

 activity and accumulation of commodi- 

 ties during the readjustment period. It 

 is to our interest to make this accumu- 

 lation to meet the deluge of foreign 

 orders. It is our duty to make it that 

 we may meet the rest of the world's 

 urgent needs for food, clothing and all 

 necessities and utilities with minimum 

 delay. 



During the period of readjustment 

 there will be unprecedented competition. 

 In every line of common commodities 

 there will be overproduction because of 

 the conversion of war plants into manu- 

 factories of goods for which full capacity 

 for American requirements already 

 exists. 



This peace-time capacity is, however, 

 on a basis ratable throughout the year, 

 whereas in the period of readjustment 

 the domestic demand will be far greater 

 than the normal supply because of the 

 deferred business caused by the war. 



In this era of increased competition 

 in this country and introduction of 

 American commodities abroad, brands 

 and trade-marks will reach their maxi- 

 mum value. As every advertiser knows, 

 it takes a long time and either many 

 sales or much advertising to establish 

 trade-mark supremacy. 



Those who start now to establish the 

 supremacy of their brands and marks 

 will have easy going when peace breaks. 

 They will leave the tape at the crack of 

 the starter's pistol while the laggards 

 are starting to train for the race. 



The advertiser or business man who 

 attempts at this time to determine his 

 policy on the usual year by year basis is 

 bound to lose. 



America has been enriched by the war. 

 We own our country and have mortgages 

 on much of the rest of the world. It is 

 unquestionably to our advantage as it is 



