HOW TO INCREASE TRADE.

Waikato Times, Volume 108, Issue 18166, 3 November 1930, Page 13

HOW TO INCREASE TRADE.

WORDS OF WISDOM. LORD RIDDELL’S. Lord Riddell, the president, at the opening general session, said “ This is the sixth annual convention of the Advertising Association. To-day, through its 39 constituent clubs and affiliated associations the Association comprises no fewer than 1200 members. The nation has- developed what may be called an ‘ advertising sense.’ Manufacturing and marketing without advertising is like kissing your hand to a girl in the dark.” He said that the world’s population in 1927 was about 9 per cent, greater than in 1913, but foodstuffs were then 13 per cent., greater and raw materials 35 per cent. “ The world is spending proportionately less than in pre-war days on food, clothing, coal and fodder, and more on motor-cars, picture palaces, newspapers and wireless sets, and replacing cereals by vegetables and fruit.” Retail prices, however do not fall in sympathy with decreased wholesale prices. Further, the employment of women means a new class of spending-power. Again/ there is the huge increase in population. With these problems, “ judicious advertising is an essential factor in the solution of our problem, and the things advertised must be the, right things marketed in the right way.” To maintain our export trade, British goods -must be advertised. “We are not supplying the right articles and we are not marketing and adver-tising-what we have to' sell.” Though some modern advertising is too subtle and elusive, the advertising agent has now become a professional man. The business of advertising “ is an inspiring task to interpret the wants of mankind and the means of satisfying them.”