THE PURPOSE OF ADVERTISING

Hawke's Bay Tribune, Volume XX, Issue 239, 27 September 1930, Page 7

THE PURPOSE OF ADVERTISING

“Advertising uoes not confer fub immunity from price considerations and consequent narrow profits am. halting markets, but it does shift tho competition to bases of quality end use,” writes James H. McGraw, a writer with an international reputation. “It puts the battle on the seller’s rather than the buyer’s ground but at the same time it proves a boon to the buyer because of insistence on quality. The slogan, ‘Quality is remembered long aftei price is forogotten,’ already accepted as a principle by industrial consumers, suggests distinct social advantages to consumers at large. “Sound advertising is a remedy foi faltering business not alone in spui ring the profitable filling of buyers' present wants. We have come to see that the very development of our social structure depends upon the rapid enlargement of needs and the introduction of new products. “Through the adoption of produc tion economies, principally the greatei use of power and the fruits of research, established indutries constantly reduce the numbers of their employees per unit of product. The surplus workers thus thrown off by older industries must be absorbed into new ones otherwise wo shall have widepread unemployment, lowered standard of living, suffering, discontent. It is the role of consumer advertisrng quickly to introduce new products to a mass market, and thus create new demands for surplus labour. “Tho automobile, the motion picture, rayon, and a score of like products could not have been made servants of jur common life so quickly had it not been for the penetration of advertising into every nook and corer of this country and through every purchasing level.”