STUDY THE INDIVIDUAL

Dominion, Volume 26, Issue 124, 18 February 1933, Page 9

STUDY THE INDIVIDUAL

Consumer Investigations The Rt. Hon. Lord Leverhulme, in a recent address in Great Britain, referred to the difficulties resulting from the worldwide restriction on trade. “Distrust and fear,” he said. “have taken the place of confidence and courage, and Governments in consequence raise their tariff walls yet higher and impose fresh exchange restrictions. “What can advertising do to help.' First, we must avoid, if we possibly can, cutting down our advertising merely because such a course would seem to be the line of lease resistance in a temporary difficulty. “Our second duty is to study the problem of advertising more thoroughly than ever before to make sure that we arc employing its power more efficiently and effectively than ever before. “ ‘Consumer Investigation’ and ‘Sales and Advertising Planning’ must more than ever be the objectives of the manufacturer and of the agent who seeks to serve him. ‘The proper study of mankind is Man’ and the first necessity of the advertiser is to study the individual consumer. What is his (or her) outlook upon life? What are his prejudices, his means, his occupations, his hobbies, his Mivirowmeut, mid tvpe of home?”