VALUE OF ADVERTISING.

Otago Witness, Issue 3912, 5 March 1929, Page 68

VALUE OF ADVERTISING.

ESSENTIAL TO BUSINESS SUCCESS. Advertising as a vital factor in the successful sale of goods is a doctrine emphatically advanced by Mr Frank Goldberg, governing director of the advertising organisation which bears his name. Moreover, he is firmly convinced that the advantages to be derived from using- the pages of the newspapers for publicity purposes are being more and more recognised throughout the business world.

Questioned whether he thought a manufacturer could get a fair share of his market to-day without advertising, Mr Goldberg said he considered it most improbable, because there were so many products to learn about and the world was such a busy place that manufacturers had to make known the merits of their products through some form of advertising; otherwise countless prospects would never know of such products. “ However,” continued Mr Goldberg, “ I am no reckless believer in the power of advertising. It certainly materially assists in getting us out of the vicious bad trade circle, as many New Zealand' manufacturers are beginning to realise, but, like most other things, it can be executed in either an undignified, illogical manner, or a judicious and profitable manner. Advertising is not merely taking space in a medium amd putting your name before the public as boldly as possible, and it is not a glorified form of salesmanship that works wonders in a day simply because a certain amount of money is involved. It is salesmanship with a multiplied opportunity and the acknowledged typographical technique and desire-creating copy must be incorporated in every advertisement if it is to sell or influence a reader.”

Mr Goldberg mentioned that next to good goods, one of the greatest factors to successful advertising was the selection of appropriate media. This was a most difficult and important undertaking. It looked easy, but nevertheless it presented countless snares and pitfalls. Questioned as to the media most suited to New Zealand conditions, Mr Goldberg emphatically replied in favour of newspaper advertising.

Of course, he continued, there were other forms of advertising, such as direct-mail, hoardings, etc., to be considered where big campaigns were concerned, but at their best, these media were only supplementary to newspaper efforts, except in very exceptional cases. There was no doubt that the sparsely and widely populated areas of New Zealand presented considerable difficulties tq certain manufacturers, but at the same time these manufacturers had a wonderful selection of up-to-date and efficiently organised newspapers to choose from, and with the present progressive delivery system were not only assured of an effective and practically complete coverage at a minimum cost, but an instantaneous one as well.

“ Summed up,” Mr Goldberg stated, “ advertising is that vital business force which is steadily and surely revolutionising the world of commerce, and those manufacturers who may to-day see no need to advertise had better begin looking to their laurels, otherwise they will likely meet with strong and progressive competition when least expected, and fail to recover from it.”