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No End to the Perfex Day
Non-suds'mg Cleaner Sales Jump from $25,000 to Nearly Millior] m 5 Years, With Radio the Advertising Mainstay for Perfex Co.
by K. C TITUS, advertising manager, The Perfex Company
IN 1940 it was small business, with $25,000 in sales on its ledgers. Sales approached the one-million-dollar mark in 1945. And the Perfex Company, Shenandoah, la. -Omaha, Nebr., manufacturers and distributors of Perfex Super Cleanser, has established this record through a combination of a full fledged sales organization coordinated with a parallel advertising campaign.
To simplify the problem of charging the necessary sales and advertising expenses to a given territory, territorial lines are established on the basis of logical marketing and advertising units, rather than by geographical boundaries. Each territory receives approximately $10,000 worth of advertising, plus an equal amount in sales expense, sales promotion and cooperative advertising.
During 1946, the Perfex Company advertising budget will be approximately $180,000. While this includes radio, ncwspa])cr, farm publication, trade journal and dealer cooperative advertising, Perfex is quite obviously radio minded. Approximately 80 per cent of each annual advertising expenditure is devoted to radio.
It was this extensive use of radio advertising that was a factor in the division of our 17 territories on the basis of marketing and advertising units, and eadi Perfex salesman is equipped with all available promotion material and coverage data on each radio station (urrently in use in his respective territory. By the establishment of territories which icDKscnl loiiital distribution units as
well as falling within definite radio coverage areas, the work of the Perfex salesman is simplified, since his distribution is primarily through established jobbing centers, and his advertising help comes fiom individual radio stations and newspapers.
Definitely in the specialty class, Perfex Super Cleanser is a non-sudsing cleaner of the phosphate type. Its low alkalinity makes it useful in cleaning many types of garments, either for spotting or for immersion cleaning of many fabrics which normally cannot be cleaned in the home. In addition, the product is used extensively for cleaning rugs, upholstery, painted surfaces and glassware.
It's to acquaint the housewife with this new and different cleaner that is neither a soap nor a scouring powder that A. W. Ramsey, president, and J. C. Rapp, vice president, have developed such an extensive advertising campaign, with the emphasis on local media.
Perfex salesmen are given wide responsibility for sales development of their particular territories, and it is the duty of every Perfex salesman to constantly remind and sell both the wholesale and retail trade on the effectiveness of Perfex advertising. In other words, the Perfex sales organization is requested to sell Perfex advertising continuously, and through the adoption of this policy we have earned very substantial support from the newspapers and radio stations in use.
Currently, Perfex is using some 46
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RADIO SHOWMANSHIP