SAVING WASTE IN ADVER TISING.

Hokitika Guardian, 8 November 1924, Page 1

SAVING WASTE IN ADVER TISING.

(.Mercantile Gazette). One of our readers unburdens himself as follows:—“A dapper little man called at our office on 29th. Alay, 1023, soliciting an advertisement for ‘The Tinibuctoo Tourist Guide,’ a publication of a first-rate grade to he circulated widely, particularly at the great International Kxhibition at Wembley, where thousands of copies were to he given away. This was the very thing we were looking for, as we were most anxious to avail ourselves of such a splendid medium. We signed up and paid a deposit of £l. leaving £l2 to lie paid oil issue of the publication. AYo sent forward the advertisement, Juit a promised proof was never received. We had the utmost difficult in getting replies to letters of enquiry as to what was being done, and we discovered that the dapper little man had disappeared from the scene.

“Last mouth a copy of the wonderful hook was sent to us. hut not a wont a.hout I lie circulation of free copies at Wembley. The little man apparently sold out to another firm, hut from the latter it has not heen possible to secure satisfactory information as to the promised distribution in England. Altogether the transaction has been a most unsatisfactory one, and we wonder if other subscribers have had a similar experience. Wo have doubts as to our liability to make any further payment.” As we arc not in possession of the contract that our correspondent signed. wo are unable to definitely advise him as to his liability, hut on the facts submitted it would seem as if the advertisers have good reason to repudiate the contract. If part of the consideration was the distribution of the Guides at Wembley, and the publication was issued 100 late for this to he done, the publishers will have a slim chance of enforcing payment, unless of course, they have heen astute enough to obtain the sanction of their clients to the variation in the contract.

There seems to lie a kind of glamour about the advertising that fascinates even the keenest men of commerce. Anplv sound business sense to some of the stunts that are taken up in the guise. of advertising hy these men. and they would stand aghast.. It is a curious thing, hut the business community as a class seems to he fair game for these itinerant stunt publicity solicitors. Hy far the greater proportion of these publications are produced as a means of seeming advertisements. They possess little or no value as publicity media, and the main claim to consideration is that it gives a fat living to the glib salesmen who fatten on the vanity of their victims.

Advertising in a son,sc is an intangible commodity. Tls value cannot be measured bv a foot rule or a spring balance, and as tbe true worth of any publicity calls for keen discrimination and judgment, it follows that (hero are few men expert enough or experienced enough in give a reliable estimate. The hard-beaded man of business who lias been taken down hy the artful dodgers of the advertising game seldom falls for the “got-rieh-quiek Wallingford” stunts that are so skilllully handled by (lie commission salesman, tint, as the Americans say: “There is one horn every minute.” and we are afraid that the unsophistieated trader parts with a good share of Ids profits no worthless schemes ill the loud lelief that lie is advertising. If a retailer increases the size of his shop, or engages extra stall, or carries a larger stock, it- is possible to gauge whether the extension is profitable or not. by the direct returns in extra business. In advertising, hover cm Ibis is not so easily ascertained, particularly if tbe retailer is using various forms of publicity. Bemuse of this lack of dic k, lipupnsil ion . t hat men of experience know to be positiveL valueless obtain support and tloiirisli sometimes better than a genuine scheme. It is no ;tn uncommon print it o Inr ‘Ma'.n* publications that have no real circulation or i nil Hence to carry tor practically nothing an advertisement for a leading advertiser as a bait for less experienced traders. 1 lie tact of seeing the announcement, of a man whom you regard as a sound buyer is not always eolielilsive evidence that tile scheme possesses merit. We clo not hold a brief for any particular class of advertising. Generally however, it is agreed by experts who should know tin* business that newspapers and magazine’s which possess a definite circulation offer tin* best value to advertisers. The very fact that all flic leaders in the advertising field consistently use this class of media, not only in New Zealand, but the world over, is convincing proof that the Press comes first. Another golden maxim is that publications that, are given away indiscriminately are not valued by the recipients, and offer poor value to the advertiser. Probabh tho best method of all is a direct personal letter, but this is expensive, and it is difficult to locate all possible! purchasers. Thai is where the newspaper scores, ft readies all prospects at. a minimum cost. It. however, a (inn lias a good list of c ustomers, it would lie folly not to announce special items, and to keen in touch by means of a folder or booklet- occasionally. Hoarding, advertising, tram-ears, railways, window displays and sampling all have their proper value under certain conditions, and it would be foolish for us to dogmatize as to any particular form of publicity. The opinions of experts differ as to the relative values of the various kinds of advertising that may lie taken up. but all will agree that most of the hotel menu, hotel directory, guide book, variety ol stunt advertising means money thrown awnv except for the small share that readies the printer and the paper merchant.

The surprising tiling is that hundreds of pounds can be frittered away in these so-called advertising schemes. It. however, business men were to look at tiie propositions in their true light, and regard the expenditure as charity pure and simple, there would soon lie a diminution of tiie evil. Tn this connection tlie accountant can do 1 1 is part/ By analvsiug tlie advertising expenditure and showing liis firm or chief, ju-t Row much lias been wasted on so-called advertsing. lie will be rendering a distinct service to his employer, and also to advertising itself. Too many business men do not believe in publicity, •because they have never tried the effect of true publicity. They have probably wasted their money on bad propositions and thev blamed advertising, whereas advertising in tbe correct sense of tiie term did not get a chance. AYe are fortunate in New Zealand in having several linns that specialise ill advertising. Tiie majority of those who 11-p publicity employ the services of these experts, who obviously must render a service or they would not continue to exist. I bis is the age oi specialisation, and like most other professions, advertising is a specialised business. The advice of the experts will not only avoid the fly-by-night pitfalls of publicity, but it will produce advertising that will pay the advertiser. Every man thinks lie is a born advertising man. and usually he has to pay for bis experience. If he is wise lie will save some of his money by utilising the services of a concern that has “been through tbe mill” with the appropriations of other people. Tn that way be will save much waste in Ins own allocation.