THE "AD" AND TRADE

Dominion, Volume 12, Issue 257, 25 July 1919, Page 3

THE "AD" AND TRADE

A PROFESSOR ON ADVERTISING

Lscturing on "The Economics of Advertising at a luncheon Riven by the .Ad. Club in Melbourne recentlv, Professor Meredith Atkinson enid tliat Hid casefor i'he "ad." man was determined by the degree to which lie made things more useful than they would lie without aim—that is, by the degree lo which ho assisted in the process of exchange. If a useful article reached the consumer as a result of an advertisement, the "ad "• man had increased the utilities of the community, and luid thus become a nro,'l ce !'' di(l not necessarily follow (hat all ad. men were producers, for there might he (oo much advertising, just as there might be too many middlemen. It is beneficial to the community," .1. rofessnr Atkinson went on, "to have attractively placed before it goods which are genuine utilities, to learn of inventions and devices that add to the convenience mid comfort of life. Their existence cannot practrale the public mind without the art of advertising. On Hie other hand, the "ad." gan reduce wealth production by assisting the consumption of goods that are harmful or fraudulent. A sufficiently clever ndver. tisement can sell anything on earth. Tho . ad.' men must, therefore have high ideals: he must be a public-spirited ncruon." Professor Atkinson added that the economic, case for advertising had been clearly put by Vim Prince of Wales, who in summing up tho judgment of a committee of inquiry in England, said :— -experience has shown that; even in the case of finne having an established reputation and world-wide connections attempts to discontinue ndverlisin," have usually been followed by a diminution in the sales effected." Tracing the history of advertising Professor Atkinson said Chat in 17,10 Dr Johnson said:-"The trade of aclvertising is now so near to perf eel ion that it is not easy to propose nny improvement."