VIEWS OF ADVERTISING.

Waikato Times, Volume 108, Issue 18140, 3 October 1930, Page 3

VIEWS OF ADVERTISING.

PROMINENT MOTOR MEN SPEAK. According to Mr C. W. Nash, president of the Nash' Motors Company, advertising does not sell; it opens the way for the sale, and as such is an essential part of the selling 'machine. “I have never yet encountered anyV body, however,” said Mr Nash, “who oould prove to me, in mathematical terms just what advertising has done or could do, While an unquestioned force, it is an intangible force. Give it a sufficient place in the merchandising picture and it will perform; try to measure its performances and you become involved in a mass, of more, or less meaningless figures that inevitably detract from the rear work that It can do.” ■ John N. Willys, former president of Willys-Overland, Inc., says there ■ are some manufacturers who insist that advertising is an economic waste; or at least that it is an expense that has to be added to the selling cost. Without advertising, the automobile in its present form, to. say nothing of the vast business itself, could not have been. " ■ • V “I can hardly conceive,” said Mr Willys, “of any manufacturing business rising to the full limit of its opportunity without advertising. It is my honest belief that advertising, must be counted upon to do considerably more , than half of the actual selling.” Mr E. T. Strong, president of the Buick Motor Company, gives this as his. view: “Advertising has created a condition of public goodwill; which the automobile manufacturer may. now call upon to serve him in many ways: Take, for example, the experience of our own company. Through many years of consistent advertising we have built up in the public mind belief in, respect for, and acceptance of the. Buick car. We also have gained confidence in the. Buick Motor Company as an institution. When we make a certain claim on behalf of any of ou; merchandise," therefore, the cumulative effect of this advertising structure we have been building causes the tryth of that statement to be recognised quickly and without question;”