Imperial Valley press., 1938-07-29

is the job which aggressive ad-
vertising and salesmanShip can
best do. 1t may be true that the
world will beat a path to the door
of the man who builds a better
mousetrap - eventually. But the
man who wants to sell more
mousetraps today will be found out
beating on the doors of the world
with both personal and printed
saleSmanship.
advertising and salesmanship,
by creating a consistent demand
for goods, creates jobs for millions
and prosperity for ALL"
Louis K. Liggett, of the United
Drug Co., said. "All peoples, and
more particularly Americans, in
herently desire the products of
commerce that will contribute to
their improvement in appearance
and comfort, and will buy them
from that supplier who aquaints
them with the most advantageous
plan of acquisition. Advertising and
salesmanship is the best means
to bring this into being.
American industrial history is
replete with manifestations of out
standing successes that had their
inception in times of economic
holiday.
such conditions contribute to,
and give time for, mental reflec-
ton which, when directed toward
the analysis of what people want,
and followed up by telling them
about it, is the most predominant
reason for these successes"
Increases Advertising Budget
B. M. Tassie, president of Man
ming, Bowman & Co, makes this
statement: Manning Bowman x
Co. is meeting the current business
decline with renewed sales and ad-
yertising effort. We have not cut
our selling force, in fact, we have
increased that important arm OF
our business. Our advertising bud
get has been increased in order
to better support the work of our
statesmen and assist them in Sc
curing wider distribution for their
products. Sales volume has declin-
ed but because we are working
overtime to more efficiently and
aggressively promote sales through
sound methods we are being re-
Warded with a return not far be-
low last years figures.
"We are firmly of the opinion
that only by the most aggressive
saleSmanShip can we get our share
of available business and there is
splendid chance of getting more
than our share while our fellows
in the industry are running to
cover"
From r. H. Cabell, president of
Armour and Co., comes these
words, advertising and salesman
ship, whether it be the spoken
word or a printed message, con-
sists in the main of facts, plus en-
thusiasm, confidence, course, and
cooperation. A more widespread
dissemination of these elements
among the people would help
nightly in restoring the state of
mind necessary to nation wide
prosperity. What we need at the
present time is more selling and
less grousing. Advertising of any
nature which helps to get the pub
lie mind back on business and
industrial activities will certainly
prove it's worth"
Says August Busch of Anheuser-
Busch, Inc, In a large measure
Americas prosperous condition in
the past has been due to the pur-
chasing power of the American
Workman's dollar. He could enjoy
more of the needs and luxuries OF
life because of mass production.
Thus, in order to regain pros
perity for the American people
the full benefits of mass produc-
ton must be made available and
the greatest power yet discovered
to attain that goal is advertising
and salesmanship."
Good Advertising A Force
Dale Carnegie, of the Institute
of Effective Speaking and Human
Relations, states his point thusly
II believe a lot of advertising is
ineffective because it doesn't at
tract the reader and it doesn't ap'
peal to his wants, but it must bt
apparent to everyone that the right
kind of advertising, we'll presented
is tremendous force in the Worlc
today"
The president of Northwestern
University, in Chicago, Walter Dill
Scott, says: "One of the essential
features in restoring prosperity l.
a campaign of optimism to despe
the present campaign of pessi.
mism."
B. c. Forbes, newspaper colum-
mist and editor of Forbes Magazine
agrees entirely regarding the vita
necessity for aggressive advertis-
ing and salesmanship. He deplor,