SELLING METHODS

Sun (Auckland), Volume III, Issue 809, 1 November 1929, Page 10

SELLING METHODS

SIMPLICITY ESSENTIAL IN ADVERTISING AID TO SALESMANSHIP Three essentials of a good newspaper advertisement were that the goods should be depicted as naturally as possible, that the story should be simply told, and that the stimulus to buy should be emphasised, according to Mr. F. W. Petterd, manager of The Sun Newspapers, Ltd. He addressed the Advertising Convention at the Chamber of Commerce Hall last evening on “Typography and Display.” Mr. G. C. Codlin was in the chair. Mr. Petterd stressed the necessity for newspaper advertising to approach as much as possible to the perfect personal presentation as advanced by a salesman.

For good advertising it was necessary that artist, copywriter, layout man and compositor work together with complete understanding of salesmanship. A newspaper advertisement had to tell its story in competition, often side by side with other advertisements for similar goods. It had to do what a salesman was rarely called upon to attempt—to attract attention and shout the other fellow down. Aggression, then, and the determination not to be overlooked w r ere vitally important. DISPLAY ADVERTISING

The lecturer outlined the general principles of display advertising, illustrating his contentions with sketches and examples. Referring to type and the endeavours that were being made to introduce fantastic or clumsy Continental styles, the speaker gave his support to the simple English form, pointing out that it alone fulfilled the important principle that an advertisement must be easy to read. Art 'and the potentialities of the camera in advertising wore dealt with by Mr. Petterd, who concluded with a word of advice to copywriters. “Imagine how your copy would sound if spoken by a salesman,” he urged. “Be brief, direct and convincing. Use short words, as the reader will not bestir himself to consult a dictionary.” Mr. Petterd. who is a member of the club executive, was accorded a vote of thanks.