Some executives assign their best sales minds to mindless tasks.

It happens over and over again.

Reputable companies lock themselves into one-dimensional marketing plans. High- skilled salespeople – that one dimension – are forced to perform repetitive, low-skill selling functions.

It’s costly. It’s counterproductive.

But it’s curable. The remedy is a multi-
media customer-contact plan that involves advertising, direct mail, telemarketing and salespeople.

Proper use of advertising improves marketing productivity for the same reason robots improve manufacturing. In each case, a high-cost medium (laborer / salesperson) is replaced with a low-cost medium (robot / advertising) in repetitive, low-skill activities.

Advertising digs out and screens new
prospects. It educates them, thus leading
to increased recognition and greater accept-
ance and preference for your company and product. These are the sales functions too often wrongly assigned to the sales force.

When advertising does its job, salespeople are free to do theirs – negotiate and close bigger sales.

And do it more efficiently. Selling costs go down because salespeople see only those customers – and potential customers – already primed to buy. Direct mail and telemarketing handle the less lucrative prospects.

At McGraw-Hill, we believe advertising is
the robotics of marketing. A new brochure – “What Marketing Should Learn From Robotics” – gives a new perspective on selling. Send for a free copy today. Write Jack Sweger, Vice President-Marketing, McGraw-Hill Publications Company, 1221 Avenue of the Americas, New York, New York 10020.