A BUSINESS MAN

Dominion, Volume 10, Issue 2941, 29 November 1916, Page 4

A BUSINESS MAN

SPEAKS ON THE-'ADVERTISING I POLICY OF HIS COMPANY. When Mr. W. H. E.Judd, Advertising Manager for the Vacuum Oil Company Proprietary, Limited, recently visited us, ho was complimented on the quality' and stylo of trie advertising of his company, and it will interest readers to know the viewpoint of" this big firm on advertising and "The Square Deal." The. company's views, as expressed by Mr. Judd, are that if you are selling a good, reliable article, you must toll tho peoplo about it, and that advertising, to bo successful, must be truthful. There is no mystery to it. It is hard work, judgment, knowledge of business, of human nature; of type and illustrations. Advertising is tho ability to pnt into simple language the plain truth about the article for sale. Mr. Judd remarked that 'Robinson Crusoe was one of the'earliest advertisers. Bo found himself marooned on an island, and wished to get away; but he had not at his command any'posters, electric signs, or newspapers to publish this fact to passing vessels, so he hoisted an old shirt on a pole. 'This was one of the earliest forms of publicity. Some interesting data was also secured about "Tho Sauare Deal" policy of toe company Mr. Judd represents and it is pleasing for consumers of their - goods, located far away from the main cities, to learn something of tho policies and management lot these big companies. One of the most pleasing features is this "Square Deal" policy that they practice, meaning a square deal to every employee, and tho same to every client on their books. The policy is to provide the highest quality of goods, to be sold at the lowest price consistent with high qnalitv. The strength of. n big company liko this enables it to soil .a better article at a lower price than others, and the policy of the company is that they shall snare no expense in producing tho best article that money can produce. They uow consider they have this, and intend to inform the public through their- advertising department: They hove also built un an organisation to take'caro of tho trade by naying good wages, giving promotion and encouragement to their employees, and "A Square Deal" to all. One of the othefr important essentials, is service to their customers; in other words, an order is delivered on the day on which it is received, and the policy of'efficient service is always behind any organisation that lias proven itself as successful as this Company.