ADVERTISING AND PROSPERITY
HOW T 9 KEEP TRADE GOING. Mr W. E. D. Allen, M.P., speaking at Hastings (England) in June at the concluding session of the Advertising Convention, said that the power of advertising in creating buying power for goods could be unlimited. Advertising was the organising brain of distribution. "Vigorously applied to the purpose of distribution and without the trammels which it has to-day, advertising," he declared, "could keep the wheels of industry, in constant motion and ensure continuous prosperity upon a scale which the present generation with its poverty complex must find difficult to visualise." •Mr P. P. Bishop, chairman of the Advertising Investigation Department Committee, said the percentage of fradulent or improper advertising nowadays was almost negligible. The department had done a great deal to clear the sharpers and frauds right out of the business, and also to safeguard the public against exaggerated statements and misrepresentations of everv kind in advertising. RETAIL CO-OPERATION. Mr W. Buchanan-Taylor, the publicity manager of Messrs J. Lyons and Co., Ltd., speaking on the subject of cooperation between the advertiser and the retailer, pointed out that the manufacturer could not do without the retailer. Even though the big manufacturer of a popular-priced article had 5000 multiple shops throughout the country, lie said his sale channels would be woefully inadequate. Co-operation between the advertiser and the retailer was constantly being enlarged and expanded, but chiefly -by the advertiser. The balance of the scales of justice as between retailer and advertiser, however, needed adjusting. The retailer must continually extend lus knowledge of salesmanship and come to a better realisation of his co-operation duties to industry. " The advertiser on his part is ready to do all he ean to help the retailer and to improve his position by studying the demands of salesmanship allied to advertising."
Permanent link to this item
https://paperspast.natlib.govt.nz/newspapers/ODT19301001.2.105
Bibliographic details
Otago Daily Times, Issue 21145, 1 October 1930, Page 14
Word Count
302ADVERTISING AND PROSPERITY Otago Daily Times, Issue 21145, 1 October 1930, Page 14
Using This Item
Allied Press Ltd is the copyright owner for the Otago Daily Times. You can reproduce in-copyright material from this newspaper for non-commercial use under a Creative Commons New Zealand BY-NC-SA licence. This newspaper is not available for commercial use without the consent of Allied Press Ltd. For advice on reproduction of out-of-copyright material from this newspaper, please refer to the Copyright guide.
Log in