Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-25
CHAPTER LXI.
SALES ADVERTISING COOPERATION.

often trouble
part organization Many failures be traced
that For sales organization does hitch
publicity campaign, the advertising may funk.
STILL there danger that the sales organization may
estimate the ability Of the advertising goods the old
would exhibit big sheets side of which might show
the front of number of and thus prove the
men of combined circulation while the other side there would
be pictures of the ads which to be
The salesman would spread this big sheet in front of
the dealer and tell him that this slide of demand The
dealer would not know He might be by mystery
tins thing called national advertising and with
Thus he might put his shelf lot goods than he ought
result these packaged goods they would get
mus People would not want packages that looked dirty Thus
that the force of the that done would
negatved And the dealer mad those shopworn goods his
shelves would berate advertising because of his disappointment
mat abuse OF on tine part OF the sales force now
pretty well estimate how much demand there going be the
most of the goods which advertised this national
easily be from his obbe Consequently he puts but little
stock He additional goods quickly that he
up his shelves with stock.
To this tendency by which the dealer buys sparng
manufacturers have abused advertising another way Their
salesman goes We going this adj
vertsing campaign this fall You had better stock When
the dealer answers Well I'll take half dozen and they 60
salesman well if will buy gross from me now Will
That is called free deal The purpose is to make the dealer
fill his shelves that he will all his might into getting rid Of
goods and in that way exercise positive But
got an extra dozen by buying large He remembers
minute they drier and staler he forms
prejudice He apt to get sick Of goods and them out
Them the future he will try to- sell competitor
brand instead of yours.
According to Investigations it would that the
dealers cooperation statistics show he con
troll large number of Chicago found
of 1O the dealer decide
brand of certain kind of goods the would buy This
of the dealer the desire from brand to another
has largely Influenced the trend of advertising thought has
many oca their advertising the news
papers, and put their publicity the local dealer name
dealer cooperation be made of if connect his
with your localized advertising Also you such ad
vertsng efficiency your sales organiza
their with the dealers For instance If have
soap put market of spending 5000 national
weekly and $4,000 general magazine you develop
the New England States New York. Pennsylvania Ohio this
and take of the other states convenient
this section, have fifty million people You
divide your appropriation among those fifty million people and
many copy afford to in the best news
paper every which you dealer Your salesman can
90 of ockpor and going to these
ads Unonun We think that they will sell for
and also bring other trade into
We will put your under this advertising and will tell
Lokpor public that be had here Mr. Jones
will order He will not try to change the mind OF those
for that SOAP because he has publicly announced that
and thus he has, at least pasve its
y So them least that will not have Mr. Jones
You also that Lockpot people will know
where your Moreover feel fairly certain that
Mr. Jones will continue cooperate long your satisfies
his trade .".-