GROWTH OF BUSINESS

Wanganui Chronicle, Volume 74, Issue 121, 25 May 1931, Page 9

GROWTH OF BUSINESS

METHOD OF DEVELOPMENT. “The public invariably follows the line of least resistance.' ’ says the “New Zealand Stock Exchange Gazette” in a recent number, “and consistent advertising can do much to make the names of certain firms synonymous with banking, insurance, investment, or whatever lino of busine>> tho advertiser may be engaged in. What new insurer does not connect the slogan “Insure and be secure” with a well-known New Zealand insurance com pany, and as likely as not place hiinsurance there without further investigation? Has not the remarkable growth of trustee business by established institutions and companies <>v c the past decade developed is the .esji: of advertising, featuring the absolute security, combined with permanency and efficiency of administration given by such firms, as compared with the private trustee? Institutional ad ver. tising is increasing, lor it is realiseu that it is a kind of continuous visithg card left at the door of New’ Zealand readers. A Test of Efficcncy. “A test of its efficiency can be made, very easily by the simple process of asking any average New Zealander to write down the names of the leading business houses, typewriters, office equipment distributors, motor cars, and insurance and trustee companies. I'he answers will inevitably favour consijf ent advertisers. Is it any wondr., therefore, that banks and insurance firms are now among the most consistent advertisers? Two hundred and fifty American banking houses in rr spouse to a letter from “Printer’s Ink.” recently attested that the greater part of their success and present connections were the result of judicious advertising.”