There was a man who lived by the side of the road and sold hotdogs.
He was hard of hearing so he had no radio, he had trouble with his
eyes so he read no newspapers.
But he sold good hotdogs.
He put up signs on the highway telling how good they were.
He stood by the side of the road and cried "Buy a hotdog,
Mister." People bought!
He increased his meat and roll orders. He bought a bigger stove to
take care of his trade.
He finally got his son home from college to help him out. And
then something happened.
His son said, "Father, haven't you been listening to the radio?
There is a big recession coming on, the European situation is
terrible, the Domestic situation is getting worse."
That made the father think. Well, my son has been to college, he
reads the newspapers and he listens to the radio and he ought to
know.
So the father cut down on his meat orders, took down the
advertising signs and no longer bothered to stand on the highway
to sell his good hotdogs.
Sales fell fast, almost overnight.
"You're right Son, " the father said to the boy, "we certainly are in
the middle of a great recession." "There just isn't any business."

Resist the urge to slash your advertising budget. The forgotten
lesson is that less advertising results in fewer sales.

  Nancy