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(such as prize competitions for salesmen) seasonal . iust- & 
ments in the volume of advertising will, under suitable eondiy, We 
tions, lubricate the wheels of marketing machinery. Much ©! 
seasonal advertising is done not with a view to stabilizing 
demand or production but rather to anticipate and stimulate 
a seasonal demand so that the firm will be able to “cash in” 
handsomely as the demand appears. But in increasing 
numbers manufacturers are turning to advertising for the 
purpose of aiding stabilization. 
An establishment which produces heating apparatus so 
schedules its advertising as to increase demand during slack 
times, and has proved that the practice helps it very materially 
in raising the level of operations during seasonal lulls of sales 
and production. A builder of lifting equipment always in- 
creases his advertising appropriation during his slow season, 
and with good effect. 
A camera manufacturer has long emphasized off-season 
advertising, and has found it “a help, although not a panacea.” 
A maker of drugs and chemicals finds the practice “sometimes 
very helpful.” A lace manufacturer reports similar experi- 
ence. By national advertising a knit underwear concern built 
up a steady all-the-year demand upon its production depart- 
ment. A paper mill operator reports “very good” success in 
this direction. 
Two millers of pancake flour try by their advertising to 
prolong the season during which the public will consume pan- 
cakes. A canner of vegetables and soups has determined that 
“advertising in normally slack seasons of consumption will, in a 
measure, assist consumption in such seasons.” 
In some trades and industries collective action is being 
taken by associations to use advertising as one means of steady- 
ing business. In the lumber, brick, and other building ma- 
terials industries such agencies are at work to increase the 
volume and regularity of demand. 
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