ADVERTISING

Poverty Bay Herald, Volume LIII, Issue 16339, 13 May 1927, Page 9

ADVERTISING

AN OUTSIDER’S OBSERVATIONS

Some measures of the power to “ see ooisels as ithers see us” was given to members of the Canterbury Advertising Club as they listened to the address on ‘‘Advertising Observations from tho Outside” given by Mr James Tucker, wiio, after many years’ experience as an advertising man, has been for some time in the position of looking at advertising from the point of view of those to whom it is addresed. Summarising the results of liis observations Mr Tucker emphasised four points: (1) Tho necessity for better, more intelligent" service from salespeople. lie gave some examples of the treatment some customers received when they went int-o a shop to buy goods. If goods were not up to expectation, or service was discourteous, the effect of the best advertising was considerably decreased. (2) The desirableness of increasing the desire-to buy by a- greater use of the coupon system and offering to supply fuller information in a. booklet than could be given in an advertisement. (3) The necessity for persistence in advertising. It was because this was a long arduous and expensive process that so few advertisers made a success of their, publicity. (4) The necessity for better copy-writing and for discarding ha'ckneyel phrases and over-worked words. Mr Tucker concluded with some timely remarks regarding the desire of directors to cut down overhead expenses where possible. Naturally, he said, they would look at that £IOOO representing the advertising appropriation. The responsibility was on printers, copy-writers and advertising men to see that they spared, no effort to increase the effiiciencv of tho advertising entrusted to them and thus make it impossible for boards of dirotors to point the finger f scorn at the expenditure on advertising.