WAR-TIME SELLING

New Zealand Herald, Volume LXXVII, Issue 23616, 28 March 1940, Page 7

WAR-TIME SELLING

VALUE OF ADVERTISING LONG RANGE SALES POLICY Advertising and its relation to salesmanship tinder war-time conditions was discussed by Mr. Alfred Kady, manag-ing-director of Lewis Kadv, Limited, in an address 011 "Selling" given yesterday to members of the Junior Chamber of Commerce. I'nder existing import restrictions, he said, factories in NewZealand were frequently behind their delivery schedule, and,, judging by the comparative paucity of manufacturers advertising seen in the New Zealand press during tho past few months, a long-range sales policy possessed little appeal. Creation of product goodwill, through efficient advertising, Mr. Early continued. seemed to 110 considered an unnecessary expense, but, in his opinion, such a policy would react detrimentally upon those businesses which were at present enjoying good sales without advertising cost. Mr. Kady quoted the managing-director of the Rolls-Royce Company of London 011 the value of goodwill preserved by advertising. lJollsRovce, he sai,d, were now engaged entirely on the manufacture of aero engines and would not make any motor vehicles during war-time, but advertising would be continued in order to preserve goodwill for the Juture. Advertising, Mr. Lady continued, was an economic and efficient method of selling goods and services. Leading to rapid development, the reduction of selling costs and prices, it had become a necessity of modern life. The. speaker stressed the special value of press advertising, both as an adjunct to other forms of publicity and for its own qualities for a complete campaign. J