MOTORISTS’ OPINIONS.

Bay of Plenty Times, Volume LX, Issue 10830, 31 March 1932, Page 4

MOTORISTS’ OPINIONS.

UNPROFITABLE PUBLICITY. A recent meeting of South Island Motor Union (N.Z.) was unequivocal in their estimate of lack of value to advertisers of roadside hoardings. “The be.st way to test the value of road-side hoardings as a means of advertising.” said the President, Mr F. W. Johnston, to his members assembled, “is for me to r.sk you these questions. This is a meeting which is fairly and fully representative of all the motorists in the South Island, and more or less representative of the whole of the motorists of New Zealand. The first question I want to ask is: Have any of you gentlemen ever been moved to buy petrol, or oil, or tires because you see them advertised on hoardings?” A unanimous roar of “No” was the President’s asmver.

“Do you know' of anyone who has been moved to buy such articles because of hoarding advertisements?” proceeded the questioner, and again the answer was a full-voiced “No!” “Then,” proceeded Mr Johnston, "do you know of anyone who has been deterred from buying a particular article because of the use of hoarding advertisements?” The answer to the question was "Yes!” and “Only too true!” "There,” concluded the President, “that shows the value of hoarding advertising. I honestly believe that the replies you have given to those questions are the replies that 99 motorists out of a hundred would give.”