Page 4 Advertisements Column 2

Hawke's Bay Tribune, Volume XIX, Issue 29, 21 January 1929, Page 4

NEWSPAPER ADVER- — TISING .WhU'l Extends Selling Powers Mort Profitable Publicity Given by the “Tribune.” A MONGST the MODERN FORCES of BUSINESS DEVELOPMENT, Newspaper Advertising stands first and foremost, and it has increased turnover and profits for the small corner sweet shop and the big department store. Advertising is the life blood of business to-day. It is the cheapest form of selling which the world knows and of all the various forms of advertising that are in existence, Newspaper Advertising is the least expensive, particularly if the space bought is properly filled. Advertisers must not forget that from the newspaper they ate only buying circulation and white space. It is the matter they put in that, space that decides the value of the advertisement —not what is paid for the space. Good advertising should be simple, human, dignified and direct. It has been said that “large promise” is the soul of an Xdvertisement, but overemphasis and exaggeration are in the end fatal, and defeat the ends of the advertiser. Good advertising should create in the mind of the reader the conviction that the article advertised is good, and also that the advertiser is trustworthy. Anything in the nature of vain display merely distracts the attention from the goods themselves to the writer of the coper, who may or may not be for sale. The proprietors of Pear’s Soap, after spending £3,000,000 in 23 years in advertisements, certified that they then sold coap at more than 30 pet cent, less than the price charged without advertising expenditure. With increased trade from the advertisements sales expenses decreased, in spite of tremendous competition. “ 7THERE is not the slightest doubt "*■ that modern advertising is tickling the public imagination and creating custom which could otherwise not exist,” said Lord Derby in a speech at the Manchester Publicity Club recently. He added:— “Nothing in our time has so increased and developed as advertising. I believe yon are on the right lines in your publicity campaign to extend the selling powers of our manufacturers. The thing that counts is to bring an article before the public and induce them not only to buy it at the moment, but also to continue buying it. “I wonder whether we have men to sell our goods abroad who can really put the advantages of these goods before the public with whom we have to deal 7 A good deal more could be done by advertising to bring our goods more prominently before the people of other countries. I travel a good deal abroad and must confess that one docs not see the goods of this country before foreign nations in the way one would like.” “ tTHERE is no advertising medium X so useful as the Press, and none that is responded to with such speed and profit,” said Sir Charles Highatn, addressing the Business Research and Management Association in London recently, on “Scientific Distribution.” “Newspaper advertising pays better to-day than it ever did,” said Sir Charles. “Most of the goods now consumed by the public are sold under a branded name, and the most economical method of distributing these is by Press advertising, properly done. The dealer will always stock an article which is nationally advertised in the daily Press.”

The “Hawke’s Bay Tribune” is the daily evening visitor to the home of the people in the Province. LET “THE TRIBUNE” BE YOUR SALESMAN. HIGHER LIVING STANDARD SBCURED BY ADVERTISING. "Advertising has dofle more than anything else to increase the standard of living, because it has made large scale production possible, and in that way bas lowered the cost of various commodities,’’ said Sir Edward Iliffe, one of London’s leading publishers, at the annual dinner of the British Advertising AsAssociation recently. Sir Edward Benn, proposing the toast, “Tbe Advertising Association,” said that he believed that in future advertising would be recognised as the latest and greatest of economic revolutions in history. STONE’S DIRECTORY WELLINGTON. HAWKE’S BAY AND TARANAKI For 1929 Thirty-eighth Year ot Publication. Royal Bvo., containing about 2000 pages, corrected to date, the whole handsomely bound in cloth, gilt lettered. PRICE: If ordered before publication £1 1/If ordered after publication £1 5/gTONE, SON & CO., LTD. Publishers and Printers ANZAC SQUARE, DUNEDIN ERRIDGE'S SALE, Hastings - PlgTiargains just arrived in tallies' Glace l-bar Shoes, big sues. 7/3. BEBKIDGE’B ml£ fiMinfia-Cfteat bargains in Ladies’ l-bar Glace Shoes, sires 5 and 6 7/3.