ADVERTISING

Poverty Bay Herald, Volume LV, Issue 17230, 9 April 1930, Page 5

ADVERTISING

' ITS GROWTH AND FUTURE ; "A& ECONOMIC NECESSITY" "It is quite possible that bad the [sum of £200',000 been spent on the most effective kind of advertising in 1914, the war might have been averted,"' stated Mr. H. A. Lawrence, to members of, the Auckland Advertising Club. He cited this' as an example of how great an influence advertising bad over tbo public in general, ' ''He said,' that it was a study of human habits and ideas, and a commonsense, application of the information gained. Tt was the link between the producer and the consumer. From a "back-door" method of' selling 'gKiods it had. become nothing less than an economic necessity, and for better or for worse it had come to stay. People were affected by what they -saw. and by what tliey saw I.he• most, clearly they were obviously affected the most. Consequently, the best advertising was that, which took the eye. and put the selling proposition from the point of view, not of the producer, but of the consumer. Contrary to the opinion of most people, it did not- necessarily mean increased costs. The resultant increased turnover was in the nature of a balance. Not to advertise. Mr. Lawrence said. .was something like pulling the blind down 6v<r a window to save dressing it. Finally, said Mr. Lawrence, the future, of advertising -was large, and how largo it was impossible (o say. It was attracting to its ranks men promi nent in'all walks of life, from de com mercial sphere to that of literature and art. It was the easiest, way lo spread important- information. He instanced the warning published against influenza Kerrns and 'against disease in general. It 1-roupht the knowledge home _ that feneral comforts of life were, available for every individual in a- way thai had never been possible before.