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STALIN HATES BATON ROUGE
. . . because, with typical American virility, it has grown 257% since 1940
. . . it's the cradle of synthetic rubber
... its giant industry produces might for America in war and peace
... it offers superb rail, river, highway and air transportation facilities
that's what you like about the South and WJBO
A
watt affiliate in Baton Rouge, La.
AFFILIATED WITH THE STATE-TIMES ANO MORNING ADVOCAT0 FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES
GEORGE P. HOLLINGBERY CO.
by
Robert J. Landry
The art-science called sales management has leaped ahead in the past ten years. Witness the re-designing of packages, fronts, windows, parking facilities. Witness the latterday marvels of plastics, neons, nylons, frosted containers. Elaborate "shopping villages" are being set down out in open country by main-travelled highways to draw custom from dozens of towns, not just one. On every hand there is evidence that American wholesaling and retailing is proceeding by the rule and the approach of scientific analysis and scientific layout. Everybody is selling everything in an atmosphere engineered to the -nth degree by light, color, space, package, cost accountancy experts. Refrigeration wonders have partially abolished the "seasonal" pack. Electronic fingers practically wag menacingly at slow-selling items and trip an alarm for their "wasted" shelfage. A myriad of schemes and devices seek to cut down overhead, speed up turnover. Housewives select pre-packaged cellophane-windowed roasts, putting them into self-service carts with built-in baby carriers.
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It is all so wondrously and sensationally "moderne" and "scientific" that envious merchants from all over the world stream into our land to see how we sell. Can we sell, bub.
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Less obvious, less visible, less publicized are the new scientific approaches to sales management at the level of emotional strategy, and that ought to be the starting point. The actual physical movement of goods from factory to warehouse to jobber to retail outlet is a fairly tangible logistic pattern. But behind merchandising lies advertising and behind advertising lies, or ought to lie. sound psychology .
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Note this: more than a few highly successful companies have discovered in recent years that they may have been spending a great deal of money advertising a message, or executing a copy platform, that was basically unsound, or at least highly suspect, to start with.
* * *
Why, for example, did so many automobile buyers continue decade after decade to stick to one particular make even though automotive engineers recognized other cars as better all-round vehicles? When Detroit went into that question, starting first about 15 years ago, they pieced together all sorts of arresting facts about the "emotional set" of the car-owner. If he had driven his car for years without accident, there was a "loyalty" factor, like returning home to a good wife. In order to counteract this sales deterrent, it was first necessary to understand it.
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Detroit found out that psychological quirks work both ways. The accident-free driver feels "loyal" to his car, will re-order. The re
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