THE SHOPPING PROBLEM.

Pahiatua Herald, Volume XLI, Issue 12451, 18 September 1933, Page 2

THE SHOPPING PROBLEM.

Mr F. P. Bishop, a member of the organising committee of the Advertising and Marketing Exhibition, in an interview with “The Newspaper World,” hod some interesting things to say about the Exhibition and its interest for advertisers and potential advertisers. “There are two main objects,” he said, “that could be, and should be, achieved at the exhibition. The first, is of most immediate importance to the advertiser, and that is teaching the public the advantage of buying advertised goods. In that direction there is still a vast amount of work to be done, because among large sections of the buying public there still is a distrust of advertising, an uneasy feeling that there is some trick in it, and that it somehow enables the wily manufacturer to give less valipe for a higher price. We all encounter this attitude, and it is, in my opinion, the obstacle which is doing most to hold back the development of advertising in this country. “One chief reason why we have not succeeded in breaking down this obstacle is that the advertiser himself takes so little part ill educating the consumer. He is too inclined to leave that to those who are professionally engaged in advertising. Yet the advertiser is not only in the best position to teach the consumer the advantages of buying advertised goods, hut he also has the most direct interest in doing so. The value of the exhibition will be immensely increased if advertisers will take the opportunity it offers of showing the public, in definite and concrete cases, how advertising cheapens goods, how it improves and guarantees quality, and how it simplifies the shopping problem.”—“Newspaper World,” 18/3/33.