Page 3 Advertisements Column 5

Matamata Record, Volume XII, Issue 999, 25 February 1929, Page 3

HOTEL AUCKLAND A LUXURIOUS NEW HOTEL where every essential of a home is provided. Bed and Breakfast 8/-. The Lounge—Acme of Restful Luxury. Grill Room Service on strictly-Continental lines Appetising Meals served a la carte. Main Entrance— QUEEN STREET, AUCKLAND.

FREEZING! Vincent’s Meat. New and Improved Freezer Installed. ■ v Best Quality. Prices Low. PROMPT TOWN DELIVERY. • W . VINCENT ’Phone 31.

ADVERTISING AND SALES

’ A DEFINITE POLICY Any business man or concern should have a definite policy of advertising—--just as definite as that used in other parts of the business. 'An intelligent and well-worked-out programme of advertising is as necessary for the marketing of goods as is a well-organised and well-trained force of salesmen. Advertising and sales go hand In hand. That means an annual appropriation and a budget for the advertising expenditures. Advertising, in the minds of the directors of some business enterprises, unfortunately does not occupy that place analogous to finance, production and sales which it certainly ought to have and which it seems certain that it eventually will have. “ One of the causes of high business mortality,” says Printer’s Ink, “ is the lack of a progressive' sales and advertising policy. A mistaken idea of what advertising can and cannot accomplish, lack of expert guidance of the advertising, the mental attitude! that leads the advertiser. to think of advertising as. a thing apart, having no close connection with the other departments of his business—such conditions arising from a lack of prbper advertising information lead to avoidable waste of money.” In planning your advertising,' naturally one of the first steps is to fix the total of your advertising appropriation for the coming year. The basis upon which the amount of the advertising appropriation may be decided is not fixed. In general, one should,remember Lincoln’s answer to the question, “ How long ought a man’s legs to be?” The,answer was,..“Long enoug'h to reach from his body to the ground.” • The appropriation ought to be enough to accomplish the objective planned, but there is more or less speculation about that. ' ; ‘ Retail stores spend from 2 to 4 per cent, of their sales in newspaper advertising. A new * store may spend a great " deal more. In a new business there are no sales records to figure on, so the appropriation must be planned on a certain percentage of the estimated sales for* the first year—an estimate whicfo, : ‘ of course, is vefy difficulty to make in most peases. Some advertisers fise a progressive budget system. That is,' if sales show an increase for one month, or quarter ;as compared with the corresponding period of the preceding year they spend proportionately more for advertising the next month or quarter, thus pyramiding the advertising, so to speaj*.;; Thistifiah.-'seexnß' mos 6 feasible for a retail business than for any other. ■ - r ' , r ■ . . . ' ' . i ; *'• , I . ~;i - . Your advertising appropriation 'should,mot be so fixed or ironclad as to be without elasticity for the eriiergencies or opportunities that are always arising in business.