POWER OF ADVERTISING.

Auckland Star, Volume LXI, Issue 227, 25 September 1930, Page 10

POWER OF ADVERTISING.

HOW TO KEEP TRADE GOING.

Mr. W. E. D. Allen, M.P., speaking at Hastings (England) at the concluding session of the Advertising Convention, said that the power of advertising in creating buying power for goods could be unlimited. Advertising was the organsing brain of distribution. "Vigorously applied to the purpose of distribution and without the trammels which it has to-day, advertising," he declared, "could keep the wheels of industry in constant motion uid ensure continuous prosperity upon a scale which the present generation with its poverty complex must find difficult to visualise." Mr. F. P. Bishop, chairman of the Advertising Investigation Department Committee, said the percentage of fraudulent or improper advertising nowadays was almost negligible. The department had done,a great deal to clear the sharpers and frauds right out of the business, and also to safeguard the public against exaggerated statements and misrepresentations of every kind in advertising. Retail Co-operation. Mr. W. Buchanan-Taylor, the publicity manager of Messrs. J. Lyons and Co., Ltd., speaking on the subject of co-operation between the advertiser and the retailer, pointed out that the manufacturer could not do without the retailer. Even though the big manufacturer of a popular-priced article had -3000 multiple shops throughout the country, he said, his sales channels would be woefully inadequate. Cooperation between the advertiser and tho retailer was' constantly being enlarged and expanded, but chiefly by the advertiser. The balance of the scales of justice as between retailer and advertiser, however, needed adjusting. The retailer must continually extend his 'knowledge of salesmanship and come to a better realisation of his co-operation duties to industry. The advertiser on his part is ready to do all he can to help the retailer and to improve his position by studying the demands of salesmanship allied to advertising."