SALESMANSHIP.

Auckland Star, Volume LXXI, Issue 73, 27 March 1940, Page 4

SALESMANSHIP.

WARTIME ADVERTISING.

GOODWILL RETENTION

The significant part played by advertising in the art of salesmanship was one of the points, made by Mr. Alfred Eady, managing director of Lewis Eady, £td., in the course of an address on "Selling" before members of the Junior Chamber of Commerce to-day. Advertising, lie said, was an economic and efficient method of selling goods and services. It enabled its user to achieve in a few short years what could not otherwise be accomplished in a generation of trading. It was the way to rapid development, and by reduction of selling costs, and consequently prices, it had become a necessity of modern life. After having dealt with the various methods of advertising, and its most effective uses, Mr. Eady stressed the special value of Press advertising, both as an adjunct to other forms of publicity and in its own intrinsic qualities for a complete campaign. Special attention was directed by him to a special aspect of advertising. "Manufacturers throughout the Empire are now working under war-time emergency conditions," he pointed out. ''This specially applies to this Dominion, where, under existing import restrictions, factories are frequently well behind in their delivery schedule. As a consequence, a long-range sales policy has apparently possessed little appeal, judging bv the comparative paucity of manufacturers' advertising seen in the New Zealand Press these past few months. Creation of product goodwill through efficient advertising seems to be regarded as an unnecessary expense. This, to my mind, is a fallacious |K>licy that is bound to react detrimentally to those concerns now enjoying good sales without advertising cost." Mr. Eady commented on the impression created in his mind by the comparative alienee at the Centennial Exhibition of New Zealand manufacturing displays, and he quoted the managing director of the Rolfe-Royce Company of London on the value of goodwill preserved by advertising. This authority said: "Although Rolls-Royce are now entirely engaged upon the" manufacture of aero engines, and will not make any motor vehicles during war time, we intend to continue advertising in order to preserve our goodwill for the future."