TRADE RECOVERY.

Manawatu Standard, Volume LII, Issue 255, 27 September 1932, Page 2

TRADE RECOVERY.

CONSTRUCTIVE SELLING REQUIRED.

In an address to the Advertising Club of Birmingham, Mr Russell Chapman pointed out that many Birmingham firms still confined themselves to the slow and. as they thought, sure methods of personal salesmanship and representation, ignoring the possibilities of a mass attack upon their market by means of advertising. “It is obvious,” said Mr Chapman, “that failure to sell an increased quantity of our manufactured articles must render impossible a reduction of our unemployment figures, the more successful use of our capital, and any increase in wages, without all of which there can be no revival of those schemes and plans to improve the standard of living with which, as I said at the outset, I am personally in full sympathy. “Therefore I say, and I say emphatically that advertising, wise advertising properly applied, co-operating with market research, following the necessary adaptation of the article to climate and peoples, the tastes and idiosyncrasies of varying nationalities; adapted again in some cases to meet vagaries of fashion, and prejudices as to colour and form; playing its proper and indispensable part in a great campaign for trade improvement; bringing in its train all those desirable results and possibilities that we have examined—this is, to my mind, as essential in Birmingham as in those other centres of industry where the index figure of unemployment is regrettably so much higher.”