ADVERTISING AND PROSPERITY

Hokitika Guardian, 31 May 1930, Page 3

ADVERTISING AND PROSPERITY

AIR J. .L. HAY’S ADDRESS

COURAGE AND SINCERITY

REQUIRED

CIiIMSTCH UIvCiI , May 28

An address ’under the title of “Thu Relation of Advertising to recent Conditions,” was given to the Christchurch Advertising Club last evening oy Air J. L. Hav, managing director o Hays, *Ltd. Air J. J. Staples presided. “Aly subject is not so. much concerned with the technique of advertising as it is with its relation to the .presen i economic and trade conditions,” said Air Hay. “Whether we like it or not. advertising has assumed a place of such front rank importance that it must be taken into serious account in depressed as in normal periods of trade.” It was not suggested that, in advertising lay the panacea for all business ills, and that its use waV to be advised under all circumstances. Put what "ouhl fViirly be contended was that, of the factors that constituted a husiii' 1 organisation, advertising was one.of the most potent forces. Curiously enough a. falling off in returns was frequently the. signal , for. the accountant to apply the pruning knife with a good deal of vigour to that item •ailed “advertising” whereas the best interests of the business would pro!) ably have been served by increasin' l Hie advertising appropriation and put fine a good deal more punch into th •riling campaign.

DANGER OF PROSPERITY

“In a period of unusual prosperity such as many countries have.bad dur ng the past year or two,” said Mr Hay ■lurks a nigger in the woodpile. Every thing appears to ho going swimmingly ■ rrtde is good, money is easy, the sh’c market is buoyant, we buy expensiv’usuries, the Government borrows hug sums and loads us up the taxes then is over production with consequent mi employment, and suddenly the bottom fumbles out of things, and the result i‘ a slump. We discover that we have been trying to run motorcars on wheel /arrow incomes, and it can’t he done; Chat is why trade conditions are what tliev are with us to-da.v.”

The hard part was that the sins o other countries reacted on those that were relatively innocent. America had : ts fling, and then came the crash on lie NefWYork ‘’’Slock Exchange. Australia likewise made the pace, and now was paving the penalty, and:the world generally had decked itsself out in silk® ■'nd "satins "when it ought to have re--b’spd that by doing so it had placed Hie world-wide sheep industry in din nerd. “‘We’ve had a big dose of nast"

" A'pi’ne, hut wit'h' care will soon reneC Ihe convalescen stage,” added Mr

“What tie ri can we sav as to fTw e , ‘'t‘misHe s’de of things?” lie eontin n«'d “First and foremost, and sing"Inrly fitting to be said during Emoir wp. k. is the outstanding faculty of fb British race to get itself out ef diffieii 1 ties—the staving power, the fortitudes and resource of British people in time® of crises.

FARAIER AND CITY

‘We ought to appreciate how close the relationship between the farmer and the city is,” said Mr Hay. “The farmer realises the present situation and is fighting his way out, which ought to give us a great feeling of optimism and confidence.” It was time to realise that the woollen industry had come into a place of peril. The very life of the country was dependent on t?:e price of wool. Just as the man on the land was facing his difficulties, so should the people in the cities face theirs. They should go by the sound formula—hard work, enthusiasm and boundess faith in the future of the city and the country. “There is still abundant business to he done,” said the speaker. “Thousands of incomes have been affected by the economicconditions. The worst service we can he rendering is to keep on talking about hard times.”

ADVERTISING AND DEPRESSION

Any business that neglected the use of that subtle force of advertising did so at considerable risk. In the speaker’s opinion an expression of advertising in times of depression was much more advisable than curtailment, hut it required courage to pursue such a policy. Advertising was only one of the factors in a big business enterprise. It had to he combined with selling force, with a capable sales staff. Stuff training would have to come in New Zealand. When the staff understood the policy of the business and became enthusiastic that completed the chain. Advertising must be well done. “Most men make the mistake of thinking that they know nil about advertising,” said Mr Hay. Advertising must he sincere. A policy lor sinooriis in business was growing throughout the world. It was realised that there must he nothing shady. The advertising had to be such that what appeared in the paper could he backed up hv the actual conditions in the store. Advertising to he effective must he continuous,” said Mr Hay. “There is an old saying, ‘Reputation is repetition.’, If we don’t keep our names before the public we will soon be forgotton.”

NEWSPAPERS EFFECTIVE

There were two main advertising media—newspaper publicity and th. direct form of advertising. “Unqiieslionably the newspaper is the only effective way to get your message out to the public in a way that will get results,” said Air Hay. “The most potent force in advertis’ng today is the newspaper.” Tin's was especially so in New Zealand, because tin* country was so well served with newspapers and a

high standard of education made the newspaper a household necessity. The newspaper was the best possible way <o receive Hie maximum of profit with a minimum of cost and of delay. Advertising shook! be distinctive i" character and should study the consumer. “Advertising men are beginning to realise more and more the place woman lias in the biisine-s world.” said Mr Hay. “The woman’s

viewpoint is of vital importance to Hie advertiser. Any mail contemplating ail advertising campaign shouli try to take into account the woman’® viewpoint.”

OTHER SPEAKERS

Air W. oalder Al’aekay agreed wit’ Afr Hay that'times of depression won not the occasions for decreasing a:i vertising. “When the futures are ro ing down we have to think ur> so’’ new metliod of attracting the P"b- i arid increasing our stabs.” he said. Air E. Aldridge, manager of tb “Christchurch Times.” complimented Mr Hay on the address he had given He thought Mr Hay had struck tie right note in making an appeal to the higher qualities in the business work ■vhich sought to establish the proper relationship between buyer and sclle -confidence in the seder and trust i = he buyer. The proper attitude of be business man was to count-erne’ ■ny spirit of pessimism. “First o' 11, truth in advertising is the sovreign quality.” he said, Ike function of good advertising was, by the display o f truth and by honest dealings, to generate' that feeling of trust and confidence by. which truth would ultimately conquer.

Air, C. Rolls, Air J. Fitzgerald and Mr E. Ackroyd (Auckland) also spoke. The speaker was accorded a hearty vote of thanks.