BRITISH REPORT

Hokitika Guardian, 21 November 1932, Page 8

BRITISH REPORT

BENEFITS OF ADVERTISING

CAMPAIGNS IN THE PRESS

LONDON, October 7

Speaking before the Regent Advertising Club, Sir Charles Higham advocated further eo-of>erative advertising, and urged campaigns in the Press — “the mightiest force in selling, and the cheapest”—for dyeing and cleaning, cotton, beer, beef, and life insurance. Hei said .that only one of eight people in London had one garment cleaned or dyed every year, and that life insurance still had to be forced on people.

Why was not Press advertising more extensively used? Because its power was not yet realised by many manufacturers who did not combine together, either because of their stupidity or their envy of each' other. These who knew the value of Press advertisng used it regularly and profitably. Those who did not should learn of its power in their own interests. The Press, through its advertising columns, was the most effective medium for mass education the world has ever known. EXPERIENCE OF HOTEL COMPANY

The managing director of a company owning a group of large betels in England* has written to the Advertising Association’s Research Department, which requested information as to the reasons for the company’s excelent results for thd year 1931-32: ‘‘Many hotels, owing to depression, have reduced their advertising to a negligible quantity. When revenues begin to fall, the first reductions of costs made by many people are in the direction of advertising, repairs, and renewals, etc. I have felt it unwise to reduce advertising; and have actually increased it by quite 10 per cent., my theory being that, as fewer people in my line of business are advertising, my publicity will get a better show than ever. I am gh'd to say that when ninny hotels are not only failing to pay th ir div dends, hut a re actually making losses, my group have continued to jiny a very excellent roturn oh the capital invested.” ' This is only one of a number of letters received by tlie Association during the past, few months iii 1 ‘which the have emphasised the l'enmrkabin results achieved bV advertising, eVeh jn time of depression, ‘ " ‘