AN ADVERTISING CAMPAIGN

Northern Advocate, 14 July 1933, Page 4

AN ADVERTISING CAMPAIGN

Realising the need,for the bet-' ter advertising of New' 1 Zealand butter and cheese in'Britain, the Dairy Produce Board has decided to.increase by £25,000 itis allocation for advertisement purposes. There is wisdom ,in this decision, beeaiise it is essential that the claims of New Zealand butter and cheese should be made as widely known as possible among the people of the Old Country. It is especially necessary that individual efforts by Women’s Institutes and - private individuals in the Dominion to make personal contact with consumers, should be backed up by general publicity. That, can best be obtained by judicious use of newspapers, especially those published in provincial and other towns where endea vours are made to establish the sale of Dominion butter and cheese. A good deal has been done by the High. Commissioner’s Office, and the Empire Marketing Board, to promote sales of butter and cheese in towns which have not been exploited previously. We have reported, on a number of occasions recently, efforts made in this direction, and only by this week’s English mail there has come to hand a Brighton newspaper containing pictures and letterpress relative to a New Zealand publicity week which was being conducted in the well-known South Coast, watering-place. It would obviously be of great benefit if this preliminary effort to create publicity were followed up in the Brighton press, which, by reason of its devotion of apace to local news, is naturally read by all residents. The same argument may be applied to the press of all the other provincial cities and towns wherein New Zealand butter should find a ready market. Such publicity, of course, cannot be obtained without expenditure of money, but it is recognised that the advertising columns of the newspaper provide by far the cheapest and most effective means for making known the merits of any commodity. If the Dairy Produce Board makes good use of the provincial press of the Old Land, in the way we have suggested, the producers in the Dominion may rest assured of a handsome return for the increased levy they have been asked to pay.