DVERTISING!<br >I know I need it，<br >but what do I do?"<br > Sure， you mean to get to work on your advertising， as soon as you get a<br >moment. You know that advertising， publicity， and sales promotion are<br >prime business-builders， and when properly done， can make the differ-<br >ence between profit and loss. However， in any small business your days<br >are so filled with the millions of minute details that crop up; you are so<br >involved in handling crises and problems that demand immediate atten-<br >tion-like paying bills， meeting payroll， checking on lost shipments， fill-<br >ing in for absent personnel~that finding time to work on advance<br >planning for your advertising is<br > So， most of your advertising<br >a luxury you never seem to achieve.<br >money goes into "Gotta" advertising<br >What s "Gotta" advertising? It s the usually ineffective promotions you<br >got roped into by aggressive， eager space salesmen who call with that ur-<br >gent tone that is an occupational characteristic， saying， "We re having a<br >Special Section in the next issue devoted to your products and/or your<br >locality. All your competitors will probably be in. Of course， you ve gotta<br >be in!"<br > Since you never have time to study the situation， and he plays on the<br >secret fear that lies within the breast of every business person--that the<br >competition knows something you don t--you agree to take an ad and<br >allow the publication s ad department to prepare an ad for you which<br >will inevitably be neat， undramatic and unproductive. What does their<br >staff know about your merchandising features? A month later， another<br >13<br >