SUCCESSFUL EXPERIENCE'

Taranaki Daily News, 5 December 1930, Page 7

SUCCESSFUL EXPERIENCE'

LARGE COMPANIES IN BUSINESS. A story of the part played by-news-j.- paper advertising in ■ the bitsiriess sucs cesses of fifty large-corporations is- told > in a booklet issued by the Bureau of - Advertising of the Atfiefich.il Newspaper j Publishers’ Association, entitled ’.“Fifty i National Advertisers^—Their ,Expcrij eiiCes with Newspilpfer National - Adver- ( Hsing.” . ■ . . Thb fifty advertisers, it is . stated, inL vested more than £13,4Q0,60d, in neWs- • paper” advertising in 1929; dr riibre than i a fourth of the £52,000,000 estimated as the total for national newspaper, advertising ill that year. An instance cited is the amazing in- - crease in business done by the r American Tobacco Company, described. in “Editor and Publisher.” George W. Hill, presi- ■’ dent of the compdiiy, was quoted-as paying: “VVe siftcerely -attribute a -flarge 1 measure of the prosperity of ouS com- . ’ pally to thb assistaii&e" that ’ advertising has given to us.”y The Arcturus Radio Company, according, to a statement .■Sy Naylor, sales manager, last fdll, that newspaper advertising' has sfebured for us a. consumer acceptances in less time and over a grenjt<n‘ arAa than by any other means that we tiiight employ/’'..Mr, Naylor ibid ;Jtdw the compahy/ had begun its newspaper ‘advertising in 17 cities, extended- it to .53-cities, and later extended' its ’ schedulb :tq. nearly 800 newspapers in all cities of 10,000 populatipri or more. ■ .f'zit every we'received immediate 1-i-sporise in proportion to ; the increase,” . he said.-A qUestibririaife sbrit tq-rill.dis-tributors showed a 06 per cent, pre- | ference for rie'Wspaper adVfettisifig as against all other- forms. . “ The Associated Oil Company in jO’-u “again cllbse daily neWspapei’s criilying the brunt of its coriiprfehenfeivO dfiWe for doiriinance of its markets, atybfdihg to a, statement quoted, from Harold R. Deal, advertising manager. - Careful tests of advertisements in all tvpcs of media by the Noppers Seaboard Cbko Company, according .to Donald Craig,’advertising maimger, proved that “generally -speriking, Wfe have ibCCiVfed . xsur most economical results from the ,

newspaper advertisements.” All advettising of this company is keyed and results cheeked, with allowances made for Weather and other uhebritfblhlblb factors. Facts uncovered by a study of the results ultimately made possible an increase of 250 per cent, in feilstomcls gained per unit of cost. . , .l Tile edinpany found it impossible to test advertising by asking its customerswhether they read it, and Mr. Craig re-

- ported that “apparently pfeoplb dither do - not like to admit that they are sold by r advertising or else they do not realise ■ they are being sold by it.” j “For he Wrote, “At pne stage • all customers were asked how they > learned about Kbpper’S Coke. Thb answer was almost unanimous, ‘A frifehd > tcld mb,’ yet the ratio betWfeeri ffidhey >• spent for advertising arid customers gained remained surprisingly coniirtah'H- <-