ROAD TO PROSPERITY

Wanganui Chronicle, Volume 74, Issue 150, 27 June 1931, Page 7

ROAD TO PROSPERITY

DEVELOPING THE MARKET Mr W. H. Harford, a director of a prominent English business, has some interesting observations to make on the subject of modern marketing. “Advertising.” he stated, “is not a panacea for all ills. It is not for itself and by itself a cure for any one ailment. It is not a religion, and it is' not what is termed a ‘movement.’ It is not fundamentally the work of a 1 smart artist or a man with a nimble pen. It is not even what is vulgarly cplled boosting. “Put in its simplest terms, it is a simple and economic way of toiling the largest number of people at the lowest possible cost the merits of particular products or particular services. “But the use of advertising is essential to any modern marketing scheme. There is not a single marketing endeavour that would not be more sue. oessful if added to it were right advertising. “Industries and individual firms are languishing because they either do no I advertise at all or they are advertising injudiciously. Tn all seriousness and with all sincerity, it can be emphatically and deliberately stated that a true approbation on the parr of British manufacturers of the right, way to advertise would result in a comparatively short time in renewed and possibly unoxain pled prosperity. “Such a revival of trade cannot, how er. come by any more acceptance of a belief in advertising. It can only come by an understanding of how advertising should be utilised in the selling of commodities and ideas.”