NEW PLAN IN AMERICA

Poverty Bay Herald, Volume LX, Issue 18162, 9 August 1933, Page 5

NEW PLAN IN AMERICA

FUTURE OF ADVERTISING “MORE ESSENTIAL THAN EVER” Advertising is recognised by the Government of the United States as one of the most important elements in .the Administration’s programme for the restoration of industrial activity. This view was expounded in official communications from the President, Mr. Branklin Roosevelt, and the administrator of the National Industry Recovery Act, General Hugh 8. Johnson, to the convention of the Advertising Federation of America held at Grand Rapids, Michigan, last month. “Advertising is certain to be an important factor in the new industrial relationships established under the terms of the Act,” said General Johnson in an address to the convention. “In its effects, the law will bring to the fore the sales problems of the manufacturer and will emphasise the importance of an accurate knowledge of his markets. I believe, too, that research in industry will enjoy even greater importance under the provisions of the law. “Good advertising will become more essential than ever. It will be in a position to help the business executive to avoid those wasteful and expensive practices in selling which so often add needless costs to needed products. Good advertising is opposed to senseless, pricecutting and to unfair competition. These are two business evils which we hope to reduce under the new plan of business administration. “Constructive selling competition will be as strong as ever and there will be great need! for aggressive sales and advertising efforts. The only kind of competition that is going to be lessened is the destructive, cut-throat kind of com-, petition which harms industry and' the public as well. There should be more competition than ever in presenting quality products to consumers and in selling those products. “No one group can achieve the results sought under this new law. YVe all must work together. Advertising must help business and the Government alike to bring about the new order of things as quickly as possible.”