THE LOGIC OF ADVERTISING

Pukekohe & Waiuku Times, Volume 9, Issue 538, 8 June 1920, Page 4

THE LOGIC OF ADVERTISING

WHAT CAPTAINS OF INDUSTRY SAY, THE ADVERTISER AND SALESr'* MAN. gfe Mk Advertising is silent salesmajsa?*fi* An advertisement is to the man what machinery is to chanic, only tenfold more a piece of machinery will "do Uhe work (if hundreds of hands, an advertisement will do the work of hundreds 'tongues. A man, therefore, who advertises, not only saves valuable time, but is actually economical of h'S own breath, in that he induces the printing- vJF ess . *° ( '° ne talking for him. ' "». .'.'; • AdvertisjfeiSriks ;ae instruments'of a mbkioW \C^%J. the road to success, it is swfesj&'! . Psycology VI Merchandising. A brand new type of genius and industrial lender is required -to grapple, with aft&r-the-wnr construction problems,' according .;to the Rev. Dr. Chas. A. Eaton: the su-per-salesman is the man he wante. - -." During the past generation," ceased to be a*%usiaess, and has become an art. The new salesman and advertising man,, in to having the necessary technical knowledge of the commodity he offers for sale, must be a trained psycologist, and -a master of the principles of ethics. He is a super-salesman, creating the climate in which his trade can grow. Like a lawyer, he must marshail his facts and develop his argument. Like a preacher, he must tell \the truth, and nothing but the truth. He must haye .the greatest faith in his proposition. His propaganda must partake of all the qualities of a modern arusode, and he must \take up the new idea that his work can and must become a national service." •

Mr. R. L. French, traffic manager for the Columbia GramophonevCoitu pnny, phces the Advertising Maij and the Salesman in the very front'iank. He describes theiu as the troops who will be used I>o go oyer the industrial top of the nation. *