ADVERTISING VALUE.

Ashburton Guardian, Volume 51, Issue 278, 7 September 1931, Page 7

ADVERTISING VALUE.

SMOOTHING WAY FOR SALES. "Advertising is a fundamental policy of our company," said Mr V. M. Chester, jnr., president of General Foods Corporation, in a recent report. "General Foods Products enjoy wide popularity among consumers," he said. "This is the result chiefly of the quality of the merchandise and the extensive advertising, which has kept our products, their names, quality and uses before the attention of the consumers. The continuance of effective advertising to maintain and increase good-will for its products is a fundamental policy of the company." How advertising takes the burden off sales, by making the sales task one of supplying the trade rather than ot forcing it, is explained by Mr Chester a little later in his report, when he says:— "The function of the selling organisation is to see that retailers and wholesalers have sufficient stocks on hand to satisfy their trade, to encourage dealers of all kinds to obtain for themselves maximum advantages, and to maintain throughout the channels of distribution a co-operative relationship which is beneficial alike to distributors and to the manufacturer. With that kind of policy, General Foods rolled up a total of £25,600,000 of sales in a single year. Using advertising continuously for each product, employing it as a fundamental policy of the business, and not as an occasional stimulant, General Foods was able to relieve its sales department of the necessity of employing super-sales-manship, of performing miracles, or doing anything except to keep distribution channels open and trade relationships in a sound condition.