PROVED VALUE

Timaru Herald, Volume CXXXVI, Issue 19156, 12 April 1932, Page 8

PROVED VALUE

DEVELOPING VOLUME SALES. When Mr Gilbert Hodges spoke at a luncheon given at the Savoy Hotel, in London, in September last, he quoted from a survey report of business conditions in the United States. He stated that the American Tobacco Co. had increased its advertising appropriation by £1,000,000, whereupon its profits increased by £2,600,000. Cluett. Peabody spent 45 per cent, more on advertising collars in 1930 than in 1929, and earned 20 per cent, higher profits. Coca Cola added £400,000 to its advertising expenditure in 1930, and consequently added over £400,000 more to its profits. “We need not only volume of advertising, but effective advertising,” added Mr Hodges. “To advertise effectively one must have news, and the only way to make good news is to do something for your product. If you advertise the same old thing in the same old way the public will not be impressed. Improve the article or service you sell or the method by which you sell it, and then you have the basis for goc-d advertising copy, something that will interest your customers.”