Advertising Outdoors (Classic Reprint)

Excerpt from Advertising Outdoors<br><br>The present business depression has brought out the new and interesting factor in the forecasting of territorial sales. It has been graphically shown that it is the spending tendency rather than the latent buying power that determines the success or failure of merchandising effort.<br><br>For years business forecasters and statisticians have furnished figures on which to base sales quotas that were developed through a buying power index. These figures were arrived at through various methods, among them being such items as bank clearings, savings accounts totals and income represented by wages and corporation profits.<br><br>Now we have learned that buying power may be present but latent. A New Englander with $1,000 in cash may not spend the same proportion as a Montana man with that same amount. Power to buy doesn't necessarily mean willingness to spend.<br><br>Modern merchandising as it has developed in the past few years has thrown another disturbing factor into business forecasts under the buying power method. Automotive, radio and furniture merchandising has put credit or installment selling into an important place in American business. Today a large portion of luxury items are sold with the aid of this system. The masses now spending money that is not even included in their buying power.<br><br>Because Advertising Outdoors believes that the development of a reliable spending tendency index is important in the forecasting of sales we have started a department called "Spending Tendencies" which will in months to come attempt to evolve an index and apply it to different communities through actual interviews with business leaders.<br><br>About the Publisher<br><br>Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com<br><br>This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.