PUSHING THE GOODS.

Star (Christchurch), Issue 16329, 19 January 1921, Page 9

PUSHING THE GOODS.

TRADE ADVERTISING AN IMPERIAL NECESSITY. [From Our Cor respondent, j LONDON. December 2. All that British trade needed to-day was a tonic, said ATr F. G. Kcllaway, head of the- Department for Overseas Trade, at the Advertising Exhibition at the White City. A Vo- were tho finest producers of goods irt the'world, and we were the worst salesmen. Referring to the proposed Dominion tour of British manufacturers, -Mr KeJiawav said that a manufacturer would he able to bring his goods before the eyes of many millions of people in precisely those countries where ft was a necessity to strengthen our hold. The scheme would have to he pelf-supporting, as ho could not ask the Government to grant a subsidy. Five hundred units would he required to make it and up to the present 108 applications had been secured. Colonel Afncry. Under-Secretary of State for tho Colonies, said hr wanted to have similar exhibitions in other towns and. also overseas. He believed that good scientific advertising, which made a direct appeal to the intelligence qf tho reader, was essential. Advertising was not only important- for tho individual to make money out of. hut it was essential, to the. snieeesp rf the nation. ft was. indeed, an Imperial ncccssitr.