MILLIONS SPENT IN U.S.A.

Greymouth Evening Star, 24 January 1931, Page 3

MILLIONS SPENT IN U.S.A.

BUSINESS STIMULATION. • Responsible officers of three of the largest corporations in America recently gave their opinions on the value of advertising to ‘Editor and Publisher’: —

B. F. Goodrich Company: “You are aware of the fact that the B. F. Goodrich Rubber Company has spent hundreds of thousands of dollars in newspaper advertising. This investment was justified by the fact that in our opinion newspaper advertising is the best action advertising available. We know from experience that newspaper advertising hurries merchandise from the dealers’ shelves into the hands of consumers when the light appeal is used. We shall continue to use the daily newspaper to carry the brunt of our .sales attack at the height of the tyre-selling season.” —P. J. Kelly, Advertising Manager. Grigsby-Grunow Company: “In placing the Majestic Radio on the market our organisation used' every recognised form of advertising, and to-day we are convinced that we owe to newspapers the tremendous success with which our product has met. We estimate that fully 75 per cent, of the users of Majestic Radio sets first were reached and sold on the merits of our product through the extended newspaper campaigns which we have used.”—William C. Grunow , Vicepresident. I Kellogg Company: “Our sales record over a long period of years has demonstrated clearly the value of intensive newspaper advertising to develop large volume in local territories. Wo have found that our salesmen, jobbers, and dealers react very favourably to this plan of advertising. Th'3 result of the intensive use of nei as compared with other programmes has justified us In constantly broadening this plan until we are now using well over a thousand newspapers in every section of the country. The adoption of this policy by this company is based on just one reason —it pays.”—W. K. Kellogg.