SELLING MOTOR CARS

Rotorua Morning Post, Volume 2, Issue 398, 6 December 1932, Page 2

SELLING MOTOR CARS

PUBLICITY'S DRAWING POWERS. Hespite the bady depressed conditions of the motor trade in , the United States, a leading manufaeturer reports good results from increased selling effort. In a statement in Editor and Publisher of July 9 last, the Auburn Automobi'le Company of Indiana testified to "the unlimited drawing power of a well-dlrected newspaper advertising campaign — even'in the face.of adverse economic conditions" in detailing the results of its merchdndising programme, which was started early in June, based on a drastic reduction in prices of Auburn straight-eight and twelvecylinder cars. To date aplpfoximately 150 newspapers in more than 70 cities have been used. The results of the first advertisement, which appeared in 50 newspapers, were immediate. Approximately 20,00Q people visited Auburn showrooms through'out the country during the first 24 hours of the campaign. Retail saies tripled and quadrupled overnight and on June 15 the Auburn factory had more than 1700 unfilled order-s. Within ten days Auburn plants in Indiana, Michigan, Ohio, and Pennsylvania were operating full-time schedules and more than 6000 men had gons back to their jobs. Hundreds of other men. found employment with factories and mills which furnished Auburn with imaterjals and parts. Auburn dealers everywhere hired extra demonstrators into service to take care of the crowds which thronged their showrooms.