The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1920-12-29
'AUToMoTIvE ADvEnrlsING.
Reasons Why 'hc Newspaper Mus.
tieurc Largely in The plans OF the
Automobile Manufactures.

| (By Frederick [. LaokcnS. Advertis-
ing Manager, The Allen Motor Coz.
One hears considerable these DAYS
about "thc buyers market" nor
inalcy,' the swinging Of the pen
Gulum." sales analysis" cite. TO the
layman IL means, in a vague way. a
readjuatment Of our methods of liv-
ing. confusion with respect to price
and values, a rather hazy. hcad-achy
condition that he wishes was ali over
with and that he could so 20 bed
nights and sleep as in the good old
days before the late war"
To the manufacturer, merchant or
anyone else who has something to
sell ii is more or less OF a night
mare also. It is not necessary to re-
peat here What has come to be an
old story in a short time--the easy
conditions of the past four years and
The rather abrupt return TO the ne
cessity for real selling methods i'm all
lines.
The automobile manufacturers were
no exception to the general rule OF
laXity in real merchandising Bust
ness came to easy for the past three
or four years that they became fab
by in their methods-particul in
their advertising. They talked pres
iige, they specialized largely in in
stitutionaP' advertising. They talk
cd everything in their advertisements
bLt real selling arguments. They used
the national magazines and did not
feel the necessity Of checking UP on
the returns.
When the price cutting bOmbshcll
was dropped in their midst adver-
tising and merchandising pans were
thrown into confusion. Without
celebrating upon the indecision and
the folly Of that distressing period, Il
will be sufficient to say that when
the manufacturers had time to col
lcct their thoughts this one r"aliZa-
tion stood out above all Others-the
necessity Of winning hack the conf
dcnce OF the public as to TIE stability
OF the industry anG i'm getting into
direct contact with this public in the
quickest possible manner.
Nor is the dealer To be forgotten.
He too, must be held IN line 50 that
a double problem faces the automo-
bile maker. 1t does not take much
knowledge of advertising 10 know
that the best contact medium between
retailer and consumer is the n"wapa
per. BY the use Of the newspaper
the manufactures accOmplishes
double purpoSc--rcochc3 the conSum-
er' effectively and encourages his local
dealer at the same time.
The newspaper is also more tleX-
.ble than'a national medium. Where
4 national distribution is not enjoyed.
II Is wastefui to employ the purely
national publications. On the other
hand, modern merchandising meth
DDS favor the zone or territory sys-
building MP OF certain
blocks OF population on The sales map
by intensive work. In this intensive
work there is nothing so effective in
my. opinion as the use Of the ncWspu~
pers, nor nothing so quickly and easi-
ly manipulated. 1t is the one method
for quick results and the big need
in altomotive business today is i'm
mediate sales. The manufacturers arc
not so much concerned about business
six months from now
Less than n year ago the automo-
bile manufactured was less mindful
OF how he spent his advertising funds.
come easy--go easy" Now it ~
different, he is going to demand
cents worth OF returns for
every dollar spent. and as sales are
really what he wants and the CON
is the elusive fish he wants to
land, the wise manufactures is going
to employ the medium in each COM
that displays fresh bait every
day and has greater chance o.
landing somcthing-the newspaper.