SHELDON CLUB.

Star (Christchurch), Issue 16424, 12 May 1921, Page 8

SHELDON CLUB.

INTERESTING ADDRESS ON THE VALUE OF ADVERTISING. The Sheldon Club last night successfully inaugurated « series ot lortnightly "‘talks” oil subjects akin to modern business development. Despite the \erv unpleasant weather conditions, there was a good attendance of members, together with several visitors, Air J. Petterd. one of the vice-presidents, occupying the chaii. After some delay caused by the failure of the city lighting service, Mr J. J. Staples gave an interesting talk on “Advertising as a Business Force.” After explaining that there was nothing mystic pi* mysterious in advertising, that it merely consisted of turning attention to any business, or product, or idea, or service, the speaker went on to show how absolutely modern merchandising methods were ’linked up with publicity. The manufacturer used advertising in order to create demand for his product. Advertising increased the demand, and consequently the output, decreased the cost of selling, and because of massed production reduced manufacturing and selling cost, without adding to the ultimate retail price, fri fact, it was stated that organised publicity had resulted in reducing the cost to the consumer. The value of advertising in stabilising a trade mark or a firm’s name was touched upon, and the fact that advertising created new buying habits. Instances were given of immediate response to advertising and also of sales effected as the result of advertisements which had long since gone out of print, illustrating the necessity for continuity. A particular point was made that the advertiser must have the goods to sell, for advertising could not work miracles—could not continue to sell an unworthy product—nor could it effectively sell for a storekeeper or merchant whose slion was nntidv and service inefficient. Advertising, to be permanently profitable, must be honest, and it must be framed to attract favourable attention, awaken interest, create desire, and so impress the mind of the reader that sooner or later he would buy the product advertiser?—-the mind passing through the four stage•« present in every sale. Concluding, tho sneaker indicated what a vast amount of benefit must result to the people at large if Governments and local governing bodies would make use of advertising in order to promote health and pre vent disease, influence the public mind upon problems arising out of labour conditions, unemployment, strikes and so on. creating civic pride and inculcating love of country. Mr J- M’Caskev followed with a tabloid talk on character analysis imm the features, entitled. 44 Tf your Wife has Too Much Chin.” The various tvnes of chins were illustrated on the blackboard, and Mr M’Caskev pointed to the characteristics accomoanving each peculiar formation. Firmnesn, weakness of character, healthy digestion, amativeness, sensuality and control were diagnosed. He promised to give in some future talk an illustration and explanation of the facial and crania! characteristics of the “ get-rich-quick ” roan. A light supper was served bv the club stewards, and heftvtv votes of thanks were accorded to the speakers and to the chairman.