VALUE OF PUBLICITY.

Waipawa Mail, Volume LI, Issue 40, 18 December 1929, Page 1

VALUE OF PUBLICITY.

ADVERTISING NEW ZEALAND MEAT. Having- before it the fact that the Dominion is steadily increasing its output of lamb, the New Zealand Meat Producers’ Board has been using every means to create a still further demand in the Home markets. Important extensions of its advertising activities have been inaugurated "by the Board, and a very interesting and valuable report from its London manager was recently considered by the Board. The following extracts are taken from the report referred to: — “The Meat Board is the first body to exploit advertising in the butchers’ shops, and because of this we have a wonderful response from the retailer. We have received many letters from butchers this season complimenting us on our advertising campaign and informing us how it had helped them to increase their trade in New Zealand meat. ’ ’ “This present season we have distributed the following material throughout retail shops right through the United Kingdom:—New season's material: 5250 streamers, 4500 show cards. This was specially to advertise the first arrivals of new season s lamb. The advertising material for the main campaign was distributed as follows: 29,500 streamers; 82,500 cut-out show cards; 18,500 large show cards; 70,500 window discs: 5000 van discs; and in addition to this we have distributed over 2,770,000 of our new booklets, through the retailers throughout Great Britain. On looking into the districts in which this material has been distributed, 1 call safely say that it has been very widely distributed throughout every county.” The Board has felt for some time, however, that there must he a connecting link between (lie retail shops and ils London office, and it has therefore decided to engage a travelling representative to continually visit retailers through the United Kingdom, with a view to specially extending the trade in New Zealand mutton and lamb. The London manager goes on to report in detail the great assistance which has been rendered by a number of the extensive organisations who retail our meal at Home. He men lions that some of these big concernwho have been assisting the Board in the past, propose to go more extensively into New Zealand meat advertising next year.