LORD LUKE ON ADVERTISING

Taranaki Daily News, 15 October 1930, Page 3

LORD LUKE ON ADVERTISING

THE NEED FOR CONTINUITY. “If we are to recover our trade, I view with alarm the number of industrialists who at this special tiine are dropping out of the habit of putting their products before the public. It is absolutely necessary that advertising should continue, and for two reasons.” Lord Luke of Pavenhani, chairman of Bovril, Ltd., who gave the opening address at the recent Advertising Convention held at Hastings, England, gave his two reasons to a reporter: —. “In the first place,” he said, “it must be realised that there is another generation coming on. The young men and women of to-day will presently be setting up house for themselves. That means they will be buying furniture, starting to housekeep, launching out into „a hundred and one, forms of expenditure. At present, because they are not old enough, they have little notion of how to make a beginning,.

“For their own profit and for the profit of the coming generation th? industrialists must teach them —by advertising. “In the second place, they must keep the goodwill of their businesses intact by continually advertising against better times. For when better times come people will begin to buy again the things they found they could not afford in the time of depression—but only if they- are reminded of them by advertisements. “If the manufacturers cease to advertise their goods now the public will forget about them when prosperous times in the staple industries return, apd they will be no better off. ‘The trouble "with many to-day 15 that they remember the success advertising brought them three or four years ago. Now that a depression ;s with us they become faint-hearted. * 'They will be well advised to see that their goods are continually in the eye of the public.”