INCREASING SALES VOLUME.

Manawatu Standard, Volume LII, Issue 119, 20 April 1932, Page 7

INCREASING SALES VOLUME.

In Britain, as in Australia, depression has “edited” much advertising copy. too much cleverness, prestige publicity, and the like have been re-written in terms of new conditions.

True economy in advertising is to aim it more definitely, prepare it more skilfully, check results more efficiently. If manufacturers in Great Britain, with problems far more serious and fundamental than in Australia, can take a sane and courageous view of advertising in a national economy programme, there is certainly no sense in panicky economy programmes in Australia.

Advertising has proved, to be of the greatest economic service in time when demand must be stimulated and confidence engendered. Aimed more carefully and prepared more skilfully it should be used now by every manufacturer who wants his company to be among the leaders in common sense and profit-making ability. Our manufacturers have been stampeded into panic economy campaigns. They have reduced expenditures on the sales-producing activities of advertising and helped to cause trade stagnation. The more hopeful policy in these difficult days is for the individual manu-f facturers to reduce the incidence of overhead expenditure by increasing his volumes of sales through aggressive advertising effort. The sooner that policy is more widely accepted, the sooner we shall begin to climb out of the valley of depression. —Weston Digest