HOW TO ADVERTISE.

New Zealand Herald, Volume LXVIII, Issue 20993, 2 October 1931, Page 12

HOW TO ADVERTISE.

" USE THE NEWSPAPERS.'' PRE-EMINENT AS MEDIUMS. RETAILER'S EXPERIENCE. "A Retailer Looks at, Advertising" was tho subject of an interesting address given by Mr. Harold Thomas to members of the advertising group of the Auckland Chamber of Commerce yesterday afternoon. Mr. Thomas said he had found from experience that advertising was one of the most, interesting phases of trading and it was closely interwoven with every aspect of retail business, Store service and publicity were so closely connected that advertising should come under tho direct control, if possible, of tho head of each business. If a. store was not large enough for a separate publicity department of its own to bo established, the best plan was to patronise an expert advertising agency. "First of all use the newspapers," advised Mr. Thomas in referring to the various mediums of publicity, v Ho said it seemed hardly necessary to emphasise the value of newspaper advertising. A wellconducted daily newspaper had immense power and prestige, and tho general public looked to the press for information and leadership. Then again, tho daily newspaper went right into the homes of the people, not only in tho city areas, but also in many country districts. Retailers also had at their service tho expert advice of the advertising staffs which large newspapers employed. AH these things went to make tho newspaper preeminent as a medium of publicity from tho retailers' point of view. In newspaper advertising it was essential to remember that 0110 bought white space, continued Mr. Thomas. A good advertiser made use of that white space and did not crowd his advertisement. He also preserved in his publicity announcements tho dignity which ho maintained in his store. An advertiser should remember that "every picture tells a story," and ho should uso illustrations freely. Technical phrases should bo avoided as tho average reader was not so well acquainted with tho subject in question as tho advertisw'. Mr. Thomas said he considered direct mail advertising to bo next in importance to newspaper publicity. It had a personal touch and went straight to the customer. In spito of the need for economy, Mr. Thomas said in conclusion tho wise course for the retailer to take was to continue advertising. If a stoic lessened its advertising it might lose the benefits of its past efforts. Tho advertiser should have regard for tho fact that the present depression must eventually pass and give way to more prosperous times.