Advertising, text and cases by Neil Hopper Borden

By Neil Hopper Borden

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1900..... 1910..... 1920..... 1930..... 6 Year* Total Population (in Thousands) 1931..... 1932..... 1933..... 1934..... 1935..... 1936..... 1937..... 1938..... 1939..... 1940..... 1941..... 1942..... 1943..... 1944..... 1945..... 1946..... 1947..... 1948..... 124,040 124,840 125,579 126,374 127,250 128,053 128,825 129,825 130,880 131,970 133,203 134,665 136,497 138,083 . 8 150,000 after 1850 represents estimates as of July 1. S. Bureau of the Census, as reproduced in The Economic Almanac for 1949 (New York: National Industrial Conference Board, 1948), p.

Good use of advertising from a business standpoint depends upon finding answers to the questions cited above regarding advertisings effect upon units to be sold, prices received, production costs, and mar­ keting costs, all of which combine to give a net profit result; but the answers to such questions often vary widely with different products and different operating conditions. The answer for one type of product and for one company may not fit another product and another com­ pany. Moreover, frequently for individual companies there are several answers as to the kind and amount of advertising to combine with other Digitized by Google Original from UNIVERSITY OF MICHIGAN 16 • ADVERTISING: TEXT AND CASES operating variables to produce a profitable result.

15,000-$20,000........... $20,000 and over........... All levels...........

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