AMERICANS AS BUYERS

Auckland Star, Volume LXVI, Issue 159, 8 July 1935, Page 8

AMERICANS AS BUYERS

IMPORTANCE OF PUBLICITY.

OPPORTUNITY SEEN FOR N.Z,

"Something probably of importance to you people in New Zealand was that I found- more publicity in the United States concerning your country than I did concerning Australia, and it wae quite apparent to me that your publicity department is spending more money in this important department than Australia is spending. This, of course, surprises !me very much." This comment was made to-day by Professor E. Stanley Brookes, of Melbourne, who is returning after a, fifteen months' tour of the United States. "In between Dickens lectures, and at "the conclusion of my lecturing tour, owing to many requests from American bodies, I gave numerous addresses on Australia and New Zealand, and my audiences were genuinely interested. They were surprised to find we were eo advanced in so many ways," said Mr. Brookes. . . "The cry throughout the world at the moment is for new markets in which to dispose of surplus goods. I will say definitely that New Zealand and. Australia are not taking full advantage of the present markets which are available in America, and I would advocate publicity campaigns right throughout the United States. My personal opinion is that we seem to be afraid to spend the money on advertising our countries arid our goods. The impression that America is prepared to eell, but not inclined to buy, is in my opinion not wholly correct. I am convinced that if. we can produce the right quality goods at a fair price, and the goods are brought under their notice—you must bring the goods right under their nose —then the American will buy. He likes a salesman to convince him. The average American likes to be talked into buying something, but you must bring the goods to him. A personal canvass of the leading business men of the United States would, I feel certain, bring about an enormous i increase in tho sale of our goods/'