TO KEEP TRADE MOVING

Taranaki Daily News, 12 August 1930, Page 15

TO KEEP TRADE MOVING

ADVERTISING AND PROSPERITY.

Mr. W. E. -D. Allen, M.P., speaking at Hastings ( England) in June at the concluding session of the Advertising Convention, said that the power of advertising in creating buying power for gods could be unlimited. Advertising was the . organising brain of distribution.

“Vigorously applied to the purpose of distribution and without the trammels which it has to-day, advertising,’’ he declared, “could keep the wheels of industry in constant motion and ensure continuous prosperity upon a scale which tho present generation with its poverty complex must find difficult to visualise.”

Mr. F. P. Bishop, chairman of the Advertising’ Investigation Department Committee, said the percentage of fraudulent or improper advertising nowadays was almost negligible. The department had done a great deal to clear the sharpers and frauds right out of the business, and also to safeguard the public against exaggerated statements and misrepresentations of every kind in advertising/. Mr. IV. Buchanan-Taylor, the publicity manager of Messrs J. Lyons and Co., Ltd., speaking on the subject of cooperation between the advertiser and the retailer, pointed out that the manufacturer could not do without the retailer. Even though the big manufacturer of a popular-priced article had 5-00-0 multiple shops throughout the country, he said, his sales channels would be woefully inadequate. Co-opera-tion between the advertiser and the retailer was constantly being enlarged and expanded, but ehiefiy by the advertiser. The balance of the scales of justice as between retailer and advertiser, however, needed adjusting. The retailer must continually extend his knowledge of salesmanship and conie to a better realisation of his co-operation duties to industry. The advertiser on his part is ready to do all he can to help the retailer and to improve his position by studying the demands of salesmanship allied to advertising/’