DAILY NEWS COMPETITION

Taranaki Daily News, 20 July 1929, Page 14

DAILY NEWS COMPETITION

KEEN INTEREST AROUSED SELECTION OF ADVERTISEMENTS WINNER IN NEW PLYMOUTH. Considerable provincial interest was aroused in the competition arranged by the News in relation to the publication of tho Stratford winter show supplement on July 11, wherein cash prizes were offered *to readers who selected from advertisements contained in the supplement the one deemed to contain the greatest appeal to the buying publice, and stated tho most cogent reasons for tho selection. Over a hundred replies were received, ranging from Wavcrley in the. south to Urcniii in the north. There must have been a great number of striking advertisements in tho issue, for individual persons were impressed by a wide range of different appeals, and in all cases the reasons given were concise and well reasoned. Prior to the consideration of replies, tho competition editor selected the advertisement. of Messrs. Klccman and Bishop, dealers in Ford cars and agents for the Radiola wireless, as conforming closest to the conditions of the competition, Nino people selected this advertisement, their names being:— Norman B. Howell, c/o Cook and Lister, New Plymouth. t Miss M. W. McCormick, Inglewood. / J. It. Wall, Hamlet Street, Stratford. S. F. Langley, Kaupokonui. Joan Morton, Cordelia Street, Stratford. Miss E. Vivian, Wharehuia. Miss G. Plows, Juliet Street, Stratford. G. L. Vivian, Beaconsfield Road. Nirs. T. I. White, Greig Street, Pa tea. Tho reasons furnished by these nine were all convincing, so much so that the three best were handed to His Worship the Mayor of Stratford, Mr. J. W. McMillan) to make tho final choice. He placed Norman Howell, of New Plymouth, first, but was unable to separate Miss McCormick, of Inglewood, and Mr. J. R. Wall, of Stratford. Consequently the latter two have been declared equal for second prize-money. Cheques for £2 2s have been posted to Mr. Howell and for 10s fid each to Miss McCormick and Mr. Wall. The winning replies are as follows: — NORMAN HOWELL. In entering tho competition for the selection of the most appealing advertisement I select that of Messrs. Klee-

man and Bishop Ltd., Ford dealers, Stratford, my reasons being as follows: (1) Tho first words of this advert, hold an appeal so far as tho average New Zealander is concerned. “The Winning Double” is a phrase calculated to catch tho eye of many, and the imagination of most. (2) The advert, is clear, concise and well spaced. (") Tho two articles offered are clearly defined and well described in language which cannot but awaken public interest in tho goods themselves. (4) In no part of the advert. is there anything even approaching a command, such as “Come and See,” “Don't Fail to See.” There is only the courteous and cordial invitation to the public to visit the stand and inspect. (5) Tho whole advertisement radiates confidence in the goods offered, and instills the idea of comfort, power, appearance and beauty in the* mind of the reader, such ideas being calculated to arouse and create the interest in the minds''of the people, and, as is we'll recognised, to arouse interest in one’sgoods is half the battle, MISS McCORMICK. Tho headline “Tho Winning Double” makes a direct appeal to the sporting public. The first leg offers to the motorist a car of proved ability. He is told of the various types obtainable, "and of the serviceableness of the car for sale. The second leg is addressed to the wireless enthusiast. He is told that this article is unsurpassed in its class. The advert, finishes with an effort to induce the public to view tho advertised articles. The whole advert is excellently set out. The typo faces are clear, and have been well handled. The toning of the type has been given good attention, as each heading holds its own with the remainder of the advert. Although tho ad is large, sufficient white space has been left to throw the whole into excellent relief.

MR. WALL. Tn Kleeman and Bishop’s advert, one sees at a glance that they are sellers of the new Ford car and Radiola outfits. Tho special qualities of these goods are clearly placed before the reader, and the selling firm's name and address boldly impresses itself. Perhaps the advert, falls a little short in so much that one is left to guess at prices. The goods they offer leap to the eye in bold type; one sees at a glance what they have to sell. Also at a glance it can be seen who are the sellers, and finally the general layout of this advert is such that it is almost impossible to overlook it, or pass it by. It’s clearness and boldness forces itself upon the newpaper reader’s notice, and compells attention, which is half the battle for the final sales. A great many replies dealt with the Winter Show Association’s own advertisement, tho entrants probably not realising that the competition was only applicable to those advertisements containing an appeal to the buying public.

Some of the reasons advanced in support of this selection would furnish excellent material for an essay on the subject, but one reply has, at least the merit of brevity. Dorothy L. Mountfort, of Kohi, Waverlcy, says: ’Looking casually through the paper it (1) caught my eye: (2) held my attention; (3) aroused in me a determination to visit the show.”

Other advertisements selected are given below in order according to the number of selVctors: 11. 11, White and Coy.. Farmers’ Co-op, Carrycr’s, McKee anil Fleming, Lightband and Wann, Newton King Ltd., H. T. Cooper, Bellringer Bros., N.Z. Loan and Mercantile Agency, V. R. Gravestock and McCormick ami Deering. Mr. T. Woollaston, of Huinga, paid the editor the compliment of selecting the paper's announcement of tho competition. His reason, if terse, was very convincing, “There’s money in it,” he wrote.

Seven replies were disqualified because the advertisement chosen was picked from other pages of the paper. The competition was confined strictly co those appearing in the show supplement, every page of which was headed to that effect in bold type.