Basis of Selling.

Lake Wakatip Mail, Issue 3996, 21 April 1931, Page 3

Basis of Selling.

BUSINESSES' THAT FORGE AHEAD. In an article addressed to British business men, Mr W. H. Harford, a director of a leading Englsih firm, says that “many British Industries are not at the moment so constructed or ro operated that they can profitably .add advertising to their selling methods. They have not—to use the popular, but misunderstood, term — rationalised the selling side of their business activities,. I would go further and declare that a number of firms are to-day spending money in advertising who are not getting the results they should, because advertising does not occupy its proper place in their marketing methods. They are firms who should proceed to modernise their marketing plans in such a manner that advertising would be more fruitful. Partial Rationalisation. “The agitation for rationalisation, has unquestionably increased the efficiency of many British businesses and British factories. It has reduced overhead costs, lessened duplication, and eliminated unnecessary competition. But many rationalisation schemes have stopped short there. “‘The only regrettable thing about rationalisation, as it is generally understood, is that it leads at any rate temporarily to more people being thrown out of work. Such an unfortunate factor may be avoided if simultaneously with rationalisation of production earnest efforts are made to increase demand. The cheapest, quickest, most effective way to increase demand is by means of advertising. “Those industries—like the motor industry, the wireless industry, and the trawling industry —who are advertising boldly, are among the most prosperous. The moral is so obvious that it is astonishing how many people overlook it.’"