ASPECTS OF ADVERTISING

New Zealand Herald, Volume LXIX, Issue 21292, 20 September 1932, Page 11

ASPECTS OF ADVERTISING

CREATING PUBLIC DEMAND ADDRESS TO ROTARY CLUB The principles of advertising to produce the greatest results were outlined by Mr. F. H. T. de Malmanche at the weekly luncheon meeting of the Auckland Rotary Club yesterday. The president, Mr. T. U. Wells, presided. Mr. de Malmanche said firms should make as great appropriations for advertising as could be invested with profit. Some business men appropriated on a percentage basis of net profit, others on a proportion of the return' from anticipated sales, and others on a combination of past sales ana anticipated profits. The best method) was ail appropriation on the basis of tfie objective to be obtained. The amount spent was not material provided the sale# sought were obtained. The only form of advertising which paid was that which was carried to a conclusion. A firm should strive to bring its product so thoroughly before the public that when any particular article was required, the firm's product would at once come to mind. If names of proprietary products were not kept continuously before the public, they soon faded into the background. "It is as important to make a sale as to manufacture the article," concluded Mr. de Malmanche. " Too many firms do not reach their best market and the section of the public where they can most increase their sales. The message must sell the product, and not merely advertise it."