Imperial Valley press., 1938-07-29


Representative Bloom of New
York has been urging the mer-
chants of the United States to
start Sell Now campaign in
stead of a Buy Now" campaign
The Hecht Company, of Washing
ton. accepted the challenge and
started a Sell Now" campaign
June 2. This campaign got off TO
a good start and Charles B. Dull
can, vice president and general
manager of HechtS make the fol-
| lowing statement: "An orchid to
Congressman Bloom, Secretary of
| Commerce Roper. and other gov
ernment leadersl We, too. know
that America wants to work-and
we believe, with you, that by un-
loading surplus inventories, pro-
duction will be accelerated and
people kept on the payroll"
Another fine piece of news is
that the Small Business ASsocia-
ton of New York. New Jersey, and
Connecticut will follow suit with
Sell Now campaign to move 5
billion dollars worth of merchan-
disc from the shelves of retailers
and manufacturers.
Benson and RiXon, one of Chi
cago'S largest clothing stores just
completed one of the most success
full sales campaigns in their his
tory. George R. Mason, president
states, Never, in the 81 years
that we have been in the clothing
business have we experienced the
response in sales that came" This
again demonstrated that with
proper inducement and aggressive
| advertising, people will buy.
To find out whether nationally
famous business executives, educa-
tors, and financial writer's have the
"Defeatus" idea that nothing can
be done to get us out of the present
slump, l wrote letters to many OF
these successful individuals. The
answers were most gratifying and
it is my privilege to give you some
of them now.
Advertising Effects Economy
F.. B. Corley, president of Mar
shall Field q Co., writes; 1--WE be-
lieve in advertising because we
think it is the most economical
way of presenting information
about our merchandise and our
store to the public we desire tc
serve. For a fraction of a cent
per person, we can present to many
hundreds of thousands of people
IN one day newspaper page con-
tanning illustrations and informa-
ton concerning many of our de-
partmentS.
advertising rightly done thus
economies the time of the pros
pective customer who is looking
about for merchandise, and also
the time of the saleSperson when
the customer comes into the store
Advertising rightly done Gre
ateS desire and increases demand
raises standards of living. Thus il
builds business and increases en-
ployment. 1t is a powerful, indis-
penSable economic force believe
that 1t is an important instrument
In the process of business recovery.
K. t. Keller, president of the
Chrysler Corporation, said: "Ad.
Vertising's first job, in good time.
and bad, is to sell goods. There i.
nothing the matter with the ma.
tons productive facilities. Manu-.
featuring industry today can pro
duce more goods of better quality
than ever before.
This is still a young and viril,
nation with large needs that ar,
unlulfilled. Savings bank deposit.
are high. Millions of people ar,
still earning and buying. This i.
the biggest and most RESPONSIVE,
market in the world.
"The difference between good
times and bad lies chiefly i'm tn,
amount of orders that industr,
can obtain for the goods IL "a,
make. Advertising can help I,
speed up the wheels of industr,
by carrying its sales message NOR
interestingly and persuasiveIy [,
those who are able to buy and VIII,
need industry's products. Once in
dustry gets the orders that ar
available, it can put more me,
to work and so get more orders
and chat process means better
times for everybody"
+. w. Litchfield, president of TIL,
Goodyear Tire and Rubber Co
expresses his views in this wav
prosperity as we have known /
In America, and will know it again
depends fundamentally upon ius
one thing-jobS. The more peopl
gainfully employed in productiy
work, the more prosperous our en-
tire economic body is, for the sim
pie reason that the largest marke
for wares that industry produce
is the men and women who Worl
for wages.
Salesmanship Creates Demand
ITO create more jobs, to pay NOR