BUSINESS ROMANCE.

Taranaki Daily News, 25 February 1922, Page 5

BUSINESS ROMANCE.

FORTUNES THROUGH ADVERTISING. The way multitudes of business houses have gone on to fame and fortune through the pathway of advertising would make a romance equal to the most glowing fiction. A large manufacturer of food spec:alties had used magazine advertising for some time, and had secured a little distribution everywhere, but his line was not much of a factor in any place. In Chicago, 250 grocers were handling his product in 1919. A newspaper campaign was planned, and the salesmen went from grocer to grocer, telling them of the product and of the way the thing was going to be advertised in tha city. More than 4000 dealers were sold an aggregate of 23,000 cases of the goods before the advertising began a few days later. These dealers bought the stuff because they knew from experience what could be done by a good advertising campaign. They knew the public would call for the advertised product, and they did not want to confess themselves behind the game by not having it. The advertising manager of the Ford Motor Company says that an announcement occupying 460 lines of advertising in 148 newspapers, costing the company less than 6000 dollars, was the big factor in selling 338,771 automobiles. The Chevrolet Motor Company estimates that it received returns worth 1,200,000 dollars from one double-page advertisement in a San Francisco newspaper. A newspaper advertisement costing seventy dollars brough t-he» Western Motor Car Company of Los Angeles sales of 205 cars worth 96,145 dollars.