INCREASED ADVERTISING

Nelson Evening Mail, Volume LXVI, 1 September 1932, Page 2

INCREASED ADVERTISING

ENTERPRISE IN AUSTRALIA , BUSINESS AND EMPLOYMENT OITIZENS’ BIG CAMPAIGN “Advertising in Australia has now reached a most interesting stage of its development, and is playing no small part in the rehabilitation of the country,” said Mr Frank Goldberg of the Goldberg Advertising Agency, Ltd., who arrived in New Zealand a lew days ago. .Mr Goldberg is visiting New Zealand on a lour of the local offices of his organisation (reports the Auckland “Star”). “More and more Australian-made branded products are being introduced on the market,” continued Mr Goldberg, “and it is interesting to analyse tbe advertising methods used to obtain sales. The volume of newspaper display indicates that the newspaper continues to be the cheapest and . most- effective medium through which new products can be both brought before tbe public and sold in satisfactory volume. “Poster and roadside display, I should say, is slightly on the wane, and there is evidence that a large section of the public resent- the blatancy oi unsightly signs which obscure the scenic beauties of many main loads. I believe all conscientious advertising men would be glad to see these signs, which tend to bring discredit upon "the business as a whole, totally eliminated. “The more enterprising and courageous Australian firms have increased their advertising efforts in an endeavour to counteract- the efteets of reduced spending power, and there is ample evidence that their far-seeing policy has achieved satisfactory results. RETAILERS’ EFFORTS “Advertising is also being utilised in New South Wales in an endeavour to lessen unemployment, and for some months a Citizens’ Employment Movement, led by the Lord Mayor, of which I am a member, has been actively engaged in planning a campaign which will help to get people bagk to work. Advertisements, which .will be inserted in all daily and weekly papers by the Master Retailers’ Association, will urge householders to proceed immediately with incidental repair work, repainting and refurnishing, thereby providing temporary employment- at least for many workers and increasing money in circulation. Other advertisements suggest that car owners, by renovating their cars, and housewives, by increasing their purchases, can do much to stimulate trade. The keynote of the whole campaign is contained in the phrase, ‘The Buyer is the Real Employer of Labour,” and the objective is to encotrage everybody to spend to the limit of their resources rather than to senselessly hoard money. “This general campaign has been backed by co-operative effort, in several of the trades. Paint manufacturers are inserting large space advertisements in the newspapers drawing attention to the fact that homes and building have been neglected so long that apy further delay may prove such false economy that- properties may be damaged beyond repair. In addition, the building trade is to launch an advertising campaign which will have as its object the stimulation of building and building repairs and altei'ations.

“I feel certain that similar efforts in New Zealand would do much towards restoring prosperity. Advertising prpved itself in time of war in the recruiting and war loan campaigns. Now is the time to make use of it in the even more important battles of peace, and I know that New Zealand advertising men are ready and anxious to do tlieir share if they are given the lead by the Government.”