BASIS OF ALL ADVERTISING

Wanganui Chronicle, Volume 73, Issue 446, 11 December 1930, Page 9

BASIS OF ALL ADVERTISING

Successful advertisers have learned from practical experience that the basis of successful selling effort is in continuity. Repetition to the same prospects and in the same markets, and the keeping of customers sold, are essential to success.

For confirmation one need only to note how successful companies carry on without let-up with publicity to dealers aid consumers. And again, one might call to mind advertisers who figured that they could sit back and reap tho benefits from past performance and save money. There are hundreds of examples where advertisers who hesitated have lost the market.

This is a fickle age- Competition is not between people selling the same things. It is general, and everyone in business is clamouring for a share of each person’s money. New generations continually take the place of older ones, and, just as the farmer continually sows to reap, so the advertiser has to continue to advertise to hold his market and increase his sales.

Repetition is the power of any sales campaign, whether it is personal salesmanship of advertising and selling through any one or more of tho recognised media which reach the markets.

When conditions arc poor, those who have the courage to carry on a reasonable and sustained programme will get more than their share of current business and reap the great benefit when there is improvement. The cumulative value of advertising or salesmanship is brought about only by the courage of markets who have found out what they should do and are doing it.

A sustained plan that is thoroughly worked out in every detail to meet the needs of the organisation and to bring about maximum sales whatever may be the conditions, is tho only one that counts to-day.

So each and every advertiser, whatever may be his markets, his commodities or services, whether largo or small, retailer or manufacturer, should keep, ever before him the necessity of continuity in all his efforts. Never let up—Might’s “Information Helps.” 1