THE VITAMINS OF PUBLICITY.

Auckland Star, Volume LVIII, Issue 88, 14 April 1927, Page 8

THE VITAMINS OF PUBLICITY.

TALK TO ADVERTISING CLUB

t\lS7. jntcrestin ß talk on the subject of Publicity was given yesterdav bv Mr t-rnest Aldridgc to members of the Auckland Advertising Club. vT idU,C S*£ ° f his aaaress, "The Vitamins of Publieitv" was drawn from the physical world. Vitamins A, B, C. and D were mvsterious dietetic entities which had the power of imparting force and vigour to mans physical life. He contended that there were m every activity of existence J*TT' fu esscntial Principles, which made for the success of any endeavour. ?" ltam, . ns *ere very esscntial to good advertising. Reviewing the historv of publicity Mr. Aldridgc said it began nlwHr eVal tUneS - Arao »g Primitive folks the man with the heaviest club or longest spear achieved publieitv in his own way and all through time the ntnmins of publicity have demonstrated heir value in indicating merit among the leaders of the people. Reduced to its original elements, publieitv could be defined as "the art of telling the other fellow what we want him to know.Its five vitamins were Originalitv. Sagacity, Propinquity, Brevitv and Personality The speaker enlarged upon each phase of the subject thus presented. Questioned with regard to propinquity, Mr. Aldridgc said that Propinquity might be further defined as the essential vitamin in advertising. The old town crier was an old-fashioned vehicle of publicity and reached the people concerned at fin* hand. The dutv of modern advertising was to create a desire for certain goods and then satisfv that desire with the practical proofs of its utility. Good faith was essential to successful advertising, so that there might be established the necessarv sympathetic touch and mental agreement which* brought buver and seller together. This desirable" ohjectivc was \t eV °r! bV the vitamin of propinquitv. -Mr. R. A. Laidlaw, in moving a vote of thanks to Mr. Aldridgc for his interesting address, said that he considered publicity to be the essential vitamin in business.