Imperial Valley press., 1938-07-29

What we have to do is mobilize the
sales people to show confidence i'm
the minds of the SOnsumer-cOnfi-
dence i'm the basic sOundness OF our
country and the possibilities of the
future.
Mr.. Larry L. Bubb, president of
the Philco company, states that
prosperity isn't "just around the
corner" Il is here for those who
will go out and get it. In a recession
year. Philco is planning the expen-
diture of millions for the biggest
expansion and advertising cam
paign il ever has had.
Sales Cure Economic Stomachache
Clarence Francis, president of
General Foods, in a recent speech
before the American Marketing As
sociation said that it was time the
business men stopped running to
Washington every time they had an
economic stomachache. The things
| lIldI IluSl Ut NOiit INV dit bNNehAb
more goods into more homes, help
ing more people to enjoy the pro-
ducts of industry, making the pub
lies income go further and replac-
ing the obSolescent with modern
improvements. New products and
better products at lower cost means
greater purchasing power, and that
means more industrial activity and
more Jobs he said In this connec-
ton, Mr.. Francis stressed the value
of advertising. He sighted the case
of o certain product of General
Foods which formerly sold forfY
a package and now sells for &c. The
decrease in price had been made
possible only by successive increases
in output, and the increased output
had been made possible partly at
least through advertising. The total
advertising cost at the present time
is under lac per package. What is
wrong with advertising when it
works that way?
There is business to be had if we
go after it with determination and
courage. Kenyon and Eckhardt,
Inc, one of New York's largest ad-
vertising agencies, published large
Good News ad in New York pap
ers recently reporting: 'Kellogg's
All Bran sales for the first uarter
of 1888 show satisfactory increase
over last year, Quaker State Motor
Oil sales this spring are we'll ahead
of those of year ago, Knox Celia
time has been running ahead of last
years sales, Spud Cigarettes are IL
per cent ahead of the first quarter
last year-and this is on top of a
40 per cent increase over the year
before, Mueller'S Macaroni's first
quarter sales are IA per cent ahead
of last year and have been growing
almost steadily since February 1927,
Bosco Milk Amplifier has seen the
greatest sales Improvement in the
9-year history of the company and
are 60 per cent ahead of the sd
period of 1897 Canadian Pacific
Steamships east bound Atlantic
passenger traffic for the month of
May shows an increase of IS per
cent over the same period last year,
and w. & j. Sloans unit sales in
many departments are very sub
stantially ahead of last year and
the average for the business as a
whole is ahead "''.'r
Improvement i'm Fall FOretOId
In all parts of the country comes
news of wonderful crop conditions.
Billions of dollars of new wealth
for the country is being created by
agriculture which is bound to create
an upturn in business, and which
brings forth this cheerful news from
William S. Knudsen, president of
General Motors Corp, whose COM
pany and companion automotive in
dustries have been among the
hardest hit in the recession II sin
cerely believe there will be defin-
ite, improvement by early fall in all
types of industry, business and pro-
fessions. The farming and crop sit
uation looks particularly bright"
he said. America has everything
necessary for prosperity, and better
distribution soon will help"
Mrs. Malcolm Douglas, national
president of the American Legion
Auxiliary gives us the consumer
viewpoint as to advertising's part
in Americas recover. She said, "As
women who read advertisements, we
of the American Legion know OF
course, how mush advertising af-
fects our habits of thought and liv-
ing. When we think of the many
valuable things which advertis !
has brought into our homes, We re-
alize the value of advertising to us
as buyers. ..
1--WE believe there is a very i'm
pOrtant piece of selling needed in
America tOday--the selling of Am
erica to Americans. The achieve
ments of American business and in
dustry under the free institutions
; of American democracy, which have
made America, even i'm times of de-