SALES CURVE

Evening Star, Issue 21138, 25 June 1932, Page 17

SALES CURVE

FOLLOWS CONSISTENT ADVERTISING Mr Walter J. Daily, of the General Electric Company, Cleveland, is the author of an interesting report upon the spreading_nso of electrical refrigeration in America. “ While wo no not expect any kind of advertising to act as Black Magic,” said Mr Daily, “ we have found from experience that the sales curve usually parallels that of good, consistent advertising. “ We have believed right along that newspaper advertising is the backbone of sales promotion effort. We entertained that belief in the boom years of 1928 and 1929—years which saw all sales leap ahead. We believed it in 1930 a year which followed perhaps the worst stock market crash in history, and incidentally a year which set up a new high sales record for General Electric refrigerators. Wo held fast to that opinion in 1931—a year which to many concerns spelled disaster, and which to us proved a most satisfactory sales year. “ And as to 1932, we are going to hold steadfast to our original advertising tenets. Although we utilise every available piece of advertising and sales promotion artillery, newspaper advertising forms our wain sales barrage. Newspaper advert, cing, by the same token, represents our greatest combined expenditure going into a single channel—something around £400.000 annually being spent on newspaper space.”- 1