ADVERTISING BUTTER

Press, Volume XCVII, Issue 28671, 22 August 1958, Page 16

ADVERTISING BUTTER

“True Test Lies In Results”

(New Zealand Press Association) WELLINGTON, August 20.

“The views expressed by Mr L. A. Murray in an address to the annual conference of newspaper advertising rpanagers that the Dairy Products Marketing Commission should be spending about £1 million a year in advertising butter and cheese are interesting, coming as they do from someone with- experience in the advertising field,” says the Dairy Industry Information Service.

“Mr Murray appears to think we should be spending around 1 per cent, of our sales in advertising and the commission’s increased allocation for the present year will be approaching that amount. “The true test of advertising lies in the sales results, and on this basis butter can certainly claim success in recent years. In spite of the millions o£ pounds spent by margarine manufacturers in advertising' each years, butter sales have been increasing and margarine sales decreasing in the United Kingdom ever since 1954,” says the information service. “Even if the Dairy Commission was either willing or able to enter a field where manufacturers spend millions a year in advertising, and where it would be competing with some of the world’s greatest and most powerful trusts, it would be illegal to adopt his idea of having two brands of New Zealand margarine incorporating 20 per. cent, and 50 per cent, -butter in them.

“British law does not allow more than 10 per cent, of butter to be included in any margarine sold in the United Kingdom,” says the service.