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WHY GERMANY WILL LOSE

THE VALUE OF ADVERTISEMENT. Speaking at the Liverpool Business Club on November 24, Air.' Thomas Itussell, President of the Incorporated Society of Advertisement Consultants, said that Germany was being taught that treachery, bad faith, and knavery of all kinds were the sure path to destruction. Whc-n the German Emperor broke his plighted promise to Belgium he killed his only chance of success. Had he kept it, ho might have obtained at the beginning of tho war the rapid decision which was his only chance 'of success. The Allies were going' to win very largely, because Britain kept her promises.

Defending the employment of advertising at the present time. Mr. Russell said that the most critical problem confronting tho British Government was that of improving the balance of trade as between this country and abroad. It was as important to our Allies as to ourselves, for our two great tasks were the policing of tho. seas and the supply of funds. The balance of trade, and consequently the international Money Market, were seriously against us just now. While tho balance was so unfavourable to this country it was not enough to economise in the consumption of imports: we must see to it that buyers overseas should not be too economical in their consumption of our exports. To reduce domestic expenditure, and even domestic extravagance at home, was more difficult ■ than to increase British export trade abroad. ■ With the world's mar- . kets_ closed to Germany, thaa&s to the British Fleet, there was a super-normal demand from buyers abroad in friendly and neutral countries; hut with £15,000,000 a week circulating in tho form of wages here, it .would be very difficult to induce tho working classes to deny themselves. It was easy to censure the working man for spending too much, but in normal times ho had often too little to spend. Both the consumption of home products and tho growth of trado in the colonies and in neutral .and friendly countries were promoted by advertising, for British newspapers had a large circulation abroad. An advocate of advertising was an advocate of economy, since advertising ,was the most economical way in which the sale of sound merchandise could be promoted. It was true that many manufacturers depended upon imported materials, but imported raw materials sent out again as manufactured goods of enormously enhanced value would prove a valuable—perhaps the most valuable—contribution to the desired improvement in the balance of trade.

Permanent link to this item
Hononga pūmau ki tēnei tūemi

https://paperspast.natlib.govt.nz/newspapers/DOM19160125.2.64

Bibliographic details
Ngā taipitopito pukapuka

Dominion, Volume 9, Issue 2677, 25 January 1916, Page 9

Word count
Tapeke kupu
411

WHY GERMANY WILL LOSE Dominion, Volume 9, Issue 2677, 25 January 1916, Page 9

WHY GERMANY WILL LOSE Dominion, Volume 9, Issue 2677, 25 January 1916, Page 9

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