GROUP ADVERTISING
[By J. M. A. I Lott.]
Probably one of the most interesting features of modetn advertising has been tho steady development of group or cooperative campaigns. Indeed, the whole movement is an interesting commentary on modern business generally. Up to only a comparatively-few years ago must firms iu any phase of industry looked upon their competitors as potential enemies, and would have regarded any co-operation with them in pushing for business as being most unwise. Wiser counsels have now prevailed, and it has been found that practically the same problems have to be faced by all those in tho same industry, and that much can be done for tho advancement of the business as a whole by means of co-operative action. This led to tho still more revolutionary step of group advertising, and it is most interesting to note that the movement is developing with rapidity. GROUP ADVERTISING IN NEW ZEALAND.
Tho United States has been the field where the most marked progress in this direction has been made thus far, although much has been done in England and in Canada. Examples are to bo seen even in New Zealand of team work of this kind. For some years now the jewellers of the Dominion have banded together, each subscribing on a pre-arranged basis to a fund which, has been employed in a special newspaper advertising campaign just prior to Christmas, its object being to secure for the jewellers a largo share of the money which is spent at Christmas time. Another interesting development in New Zealand, this year has been the co-opera-tivo campaign on tho part of the booksellers. Here, atrain, .11 tho retailers n. this particular branch of trade subscribed to a common fund, which has been spent in the newspapers of the Dominion in stressing the fact that books should bo purchased as Christmas gifts. I am given to understand that a similar small campaign has been conducted by the musicsellers, and it is interesting to know that in every instance really good results have been secured from co-operative action in this direction.— 1 and Jfldustfis&J
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https://paperspast.natlib.govt.nz/newspapers/ESD19220322.2.10
Bibliographic details
Evening Star, Issue 17925, 22 March 1922, Page 3
Word Count
351GROUP ADVERTISING Evening Star, Issue 17925, 22 March 1922, Page 3
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