September 27, 2020
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History Dec. 1962- Local business

By: Irene Hilsendager
December 27, 2019

One of the largest, oldest and most successful of national advertisers is Proctor & Gamble. The company has been a consistent advertiser for nearly 80 years.

The company’s approach to advertising has not changed since the beginning. It is based on “six convictions” which briefly states:

“Advertising’s chief role is that of selling the consumer. There are other ways to do the job. But we believe that advertising is the most effective and efficient.”

“Advertising can and does broaden existing markets and create new ones more rapidly, more intensively and less expensively than any other method.”

“Properly used, advertising brings about savings to the consumer that may exceed substantially the cost of advertising.”

“Advertising cannot build an enduring business for a poor product; it cannot sell a product in a competitive market unless there is continual product improvements.”

“Advertising forces competition. Advertising will not work effectively if the product is not fully competitive in price.”

“Advertising and scientific research work hand in glove. When a company is confident of its ability to inform the public quickly, it is more willing to invest dollars in the research needed to bring about improvements.”

These principles could be applied to any business, from the small retail shop to the largest industry. 

This column was found with a caption Clarion Central County, 8573 Gravenstein Hwy., Cotati.


Irene Hilsendager’s column each week touches on moments in the history of Cotati, Rohnert Park and Penngrove.