MOST EFFECTIVE BUSINESS FORCE

Wanganui Chronicle, Volume 79, Issue 139, 13 June 1936, Page 3

MOST EFFECTIVE BUSINESS FORCE

Official Survey In the annual report of the Federal Trade Commission, Washington, it is pointed out that false advertising destroys the confidence of the buying public and makes the cost of advertis ing excessive lor truthful traders. Elimination of false and misleading representaliuiis materially reduces the cost of advertising m proportion to sales. Honest traders benefit and the public is protected. Thu co-operative attitude oi the L’ress and various business associations interested m advertising is helpful to the Commission in its efforts to protect the consumer. Associations of national advertisers and advertising agents have adopted resolutions intended to curb and eliminate false and misleading advertising among their members. Examination of current advertising by national advertisers, drug and cosmetic vendors and other mail-order firms, over the radio, in daily papers and high-class magazines, as well as periodicals that still print anything for a price, discloses the great need for much more work to protect the buying public and honest competitors. Most Efficient Link-up. The present position of advertising was discussed by Air. D. C. Cuthbertson, a past president of the Glasgow Publicity Club, when he addressed members of the Edinburgh Publicity i Club at their weekly luncheon. He prefaced bis address by showing what tin incalculable force newspapers were for good or ill, and said that the president of the Institute of Journal ists, speaking recently, had made the stat omen t that over 600,000 buys ami girls left school every year, and out of that number almost half of them read nothing but the newspapers. To-day newspapers were the cheap- , est, most effective, and most efficient link-up, the best way to get in touch with the consumer, to create sales, widen distribution, and stabilise mar- I kets. Status of Agents. Advertising was real hard work when it was carried out properly, and yet the day was not long past, when the professional advertising man was required to feel slightly ashamed of his profession in the business world. During the war, in the classification of professions, the advertising agent was classed with the canvasser and hawker, but, thanks to the initiative of a few men, the fully qualified advertising man bids fair to take his place with the professions. He had no fears regarding the progress and future of advertising. It had improved immeasurably as a business I force. —Newspaper World.