PRODUCER BOARD ADVERTISING.

Evening Post, Volume CXII, Issue 107, 2 November 1926, Page 11

PRODUCER BOARD ADVERTISING.

With regard to the decision of the Xciv Zealand Dairy Producers' Hoard to 'spend £20,000 on advertising in London, the view taken (according to the official report in tlic

"Daily Exporter") was that, "if properly handled, an advertising campaign would go a long way to reducing the disparity between Danish and Xew Zealand butter and securing a better 'spread' of the sales of butter throughout tho United Kingdom. One of the biggest weaknesses at present was that tho bulk of our . butter went into only one 'pocket,' and when that 'pocket' became overloaded the market was not big enough to absorb the quantities available. Dy consistent advertising a demand could bo created to spread our produce all over tho country, and then our produce would rise and fall with the Danish articles, and could not be in oversupply In any particular part. At. present we were confined to the London market, and Hie Midland area was wedded to Danish butter. The same tiling applied more or less to cheese. It was moved: 'That tho London agency be authorised to spend up to £20,000 on advertising Now Zealand dairy produce in Croat Britain, and that advertising experts be employed immediately to submit a scheme for tho approval of tho London agency.' In genoral discussion the principle of advertising was supported, and tho suggestion mado that other producer bodies bo consulted with a view to later united action. The motion authorising £20,000 to be expended was unanimously approved. The secretary was instructed to write to allied producer boards —meat, fruit, and lioney—inquiring as to the possibility of coordination with regard to future advertising expenditures."