LORD LUKE ON ADVERTISING

Evening Post, Volume CX, Issue 78, 29 September 1930, Page 3

LORD LUKE ON ADVERTISING

"If we are to recovor our trade; I view with alarm the number of industrialists who at this special time are dropping out of the habit of putting their products before the public. It is absolutely-necessary that advertising should continue, and for two reasons."

Lork Luke of Pavenham, chairman of Bovril, Ltd., who gave the opening address at the recent Advertising Convention held at Hastings, England, gave his two reasons to a reporter: — "In the first place," he said, "it mustibe realised that there is another generation coming on. The young men and women of to-day will presently be setting up house for themselves. That means they will be buying furniture, starting to housokeep, launching out into a hundred and one forms of expenditure. At present, because they are not old enough, they have little notion of how to make a beginning.

"For their own profit and for the profit of the- coming generation the industrialists must teach them —by advertising. "In the second place, they must keep the godwill of their businesses intact by continually advertising against better times. For wheu better times come people will begin to buy again the things they found they could not afford in the time of depression—but only if they are reminded of them by advertisements. "If 'he manufacturers cease to advertise their goods now the public will forget about them when prosperous times in the staple industries return, and they will bo no better off. "The trouble with many industrialists to-day is that they remember the success advertising brotight them three or four years ago,. Now that a depression is with us they becomo fainthearted.

"They will be well advised to sec that their goods are continually in the eye of the public."