BRANDED MERCHANDISE
The manufacturer of the proprietary 1 article has essentially the same objective as the retailer. The manufacturer is, when all is said and done, the servant of the retailer, said Mr. 11. J. Sykes, chairman, London Press Exchange, addressing the Grocery Proprietary Articles Council last June. Advertising and marketing to-day are not so much the means of imposing the manufacturer’s will upon the public; they are the means of conditioning the manufacturer by retailer and public opinion. But the manufacturer who supplies the “ own name ” trader does not, and cannot, advertise. He has no name to advertise; so that his product is not submitted to the purging process of advertising which constantly acts upon the proprietary line. The effect of neglecting advertised proprietary lines and of substituting for them goods of a similar kind is to undermine public confidence, in advertised goods.—‘ World’s Press News.’-
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https://paperspast.natlib.govt.nz/newspapers/ESD19370312.2.132
Bibliographic details
Evening Star, Issue 22595, 12 March 1937, Page 13
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147BRANDED MERCHANDISE Evening Star, Issue 22595, 12 March 1937, Page 13
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