PATRIOTIC PURCHASING

New Zealand Herald, Volume LIII, Issue 16268, 29 June 1916, Page 8

PATRIOTIC PURCHASING

AN ADVERTISING CAMPAIGN'.

DOMINION-MADE PRODUCTS.

"PROVINCIAL UNDERTAKING.

A patriotic publicity campaign to bring before the public of the Auckland Province the desirability of purchasing New Zealand and British-made products is to be undertaken under the auspices of the Auckland Provincial Industrial Association. The scheme was discussed at a meeting of the association yesterday afternoon, and a sub-committee, consisting of tho president, Mr. S. J. Harbutt, Messrs. F. Chambers and F. M. Hills, and the secretary, Mr. T. E. Whitton, was appointed to take the preliminary steps in connection with the proposal. Mr. W. Stokes, who has had the scheme under consideration for some time past, was appointed organiser. Outline of the Scheme. For the purpose of ensuring the success of the campaign, it is proposed to solicit the co-operation of all merchants, manufacturers, storekeepers, and others in carrying into effect an attractive demonstration in favour of Empire-made products. The features proposed to be embodied in the campaign are :—(1) Production and distribution of patriotic posters emphasising the need for patriotic purchasing, and displaying miniature posters of advertisers' products, 50,000 of the posters to be distributed direct to homes. (2) Window and store displays. Retailers to co-operate in making displays of New Zealand and British-made goods; manufacturers and merchants to supply advertising matter, goods, cartons, etc., for the displays. (3) General display matter. Posters, show-cards, pamphlets, etc., bearing on economic and industrial points of interest, and demonstrating the objects and ideals for which the association is working. System of Finance. It is also proposed to have designed a New Zealand industrial emblem for embodying in the displays, and to be used by manufacturers in their advertising matter on cartons, labels, etc., if desired. It was supcested that miniature reproductions of the emblem might also be made up into patriotic badges, and sold to the public during the campaign. In regard to the cost of the campaign, it was stated that this would fall principally on merchants and manufacturers, but it was hoped that evervone down to the smallest storekeeper would contribute something, if only to the extent of purchasing patriotic show-cards or poster matter from the association. The funds for carrying out the campaign, it is proposed, should be secured from 60 advertisers, who, in return for contributing a sum of £15 each, will participate in the whole scheme, including the advertising of their products, in bright colours, on 50,000 posters and the distribution of the latter m the Auckland Province. Confidence in Success. In moving that the association approve of the scheme of co-operative advertising, Mr. Harbutt said he felt sure the scheme would be a financial success. If 60 subscribers were secured, the association would, after paying all the expenses of printing, advertising, and circularising the posters, secure a direct profit of about £100, which could be utilised to inaugurate an educational campaign. He had every confidence in the scheme, which might probably be. extended later on to other parts of the Dominion. Every other member present expressed a favourable opinion on the proposal, which was formally assented to. On the suggestion of Mr. H. Dearsley it was decided that the association provide Mr. Stokes, the organiser, with a sum of £25 in connection with the preliminary expenses of the scheme.