ADVERTISING & SALES

Wairarapa Times-Age, 28 July 1938, Page 8

ADVERTISING & SALES

MR J. D. BAYBUTT ADDRESSES , ROTARY CLUB. Speaking on the subject of “Planned Advertising” at today’s Rotary Club luncheon, Mr J. D. Baybutt of the advertising staff of the “TimesAge” . emphasised the close relationship between selling methods and advertising methods. Advertising in modern business must be considered, he said, as an integral part of the whole system of marketing goods to the public. Effective advertising was possible only when planned in direct relation to the marketing or selling methods adopted. Any sales campaign and any advertising campaign were interdependent. Unfortunately the relationship was not always appreciated by those engaged in marketing, who too often divorced their actual sales plan from their advertising. Modern marketing was largely a matter of presenting goods to the public in such a manner as to make a direct appeal to buyers. In that sense there was little routine work in selling practice. Ideas must continually be sought to capture the imagination of the public. A selling organisation must not jog along like a Government department It must search for something new and different and pass those ideas to the public by its advertising campaign.