AGGRESSIVE SELLING,

Waikato Times, Volume 113, Issue 18931, 28 April 1933, Page 8

AGGRESSIVE SELLING,

SHAREHOLDERS’ INTERESTS. ADVANCED BY ADVERTISING. “The fellow who Is not advertising now is feeling the depression more than those who spend their money wisely and get sales results,” declared Felix Lowy, vice-president In charge of sales and advertising of Colgate-Palmolive-Peet Company, in an interview with our American contemporary, “Editor and Publisher." Mr Lowy is in hearty accord with the policy adopted by his company’s directors, of whom he is one, when they voted to reduce common dividend payments rather than curtail nationaradvertising expenditure. He stated

“We feel that it is to our stockholders’ best Interests to safeguard their investments by keeping up our advertising appropriations under present conditions when people are not buvlng-conseious and need to be emphatically told of the values offered." Paying tribute to the power of newspaper advertising In helping his company carry out its merchandising programme during the depression, he said:—

“There is nothing that will maintain sales figures like effective advertising. Newspaper advertising offers centralised, localised coverage. It is a flexible medium that can be controlled and regulated to meet existing local conditions at the point of sale to the. best advantage for the manufacturer or distributor. Wo have concentrated our newspaper campaigns in thoso markets that needed boosting and where we wanted to accomplish direct and immediate results."

Declaring there is nothing like effective advertising to maintain sales

figures, regardless of the size of the oompany, Mr Lowy asserted that advertising works only one way. An advertiser gets out of advertising exactly what he puts into it. “We are not impressed by our size and the combined prestige of the three companies to an extent that would cause us to try to save money in advertising. No organisation can grow so large and no article of merchandising can become so firmly entrenched as to justify a niggardly advertising policy." Referring again to the present need of advertisers to keep their products constantly before the public, he concluded: — “Advertising has built our business. All of our major brands arc advertised lines that have established reputations in the minds of the consuming public. If advertising was necessary in good times for the success of any selling campaign, then certainly it is even more Important now. People to-day are scrutinising values as never before. For this reason it is absolutely essential for a company like ours to offer attractive values and then call these facts to the public’s attention through advertising.”— Newspaper News."