NEED OF ADVERTISING

Hokitika Guardian, 4 August 1930, Page 8

NEED OF ADVERTISING

IMPORTANCE TO BRITAIN. CAMPAIGN UIt'GED. ■rt LONDON, July 12. Lord Riddell made an important announcement at the Imperial press Conference in London, on the need in this country for more intensive advertising. Advertising, carried out in a proper way, is oil to the industrial machine, and so -fierce is the competition in the selling of every commodity to-day no 'business, -manufacturing or retail, will survive without recourse to it. '' r '' America is the home of publicity; the people : there cannot, live without it ; although it is, ; as toften- as not, carried too fart according -to the English code, there is iio doubt that this accounts to some more or less considerable extent for t'life great increase in the country’s foreign trade during recent years. English wireless listeners would be extremely insensed with the British Broadcasting Corporation, for instance, if concert programmes ■ were interrupted so that the qualiies ,of someone’s toothpaste co-uld .be explained to them, or if the announcer remarked at the end of a song that the great prima donna used only ——’s toilet soap. The British public do not want to hear salesmen calling their wares through the ether under .these ,conditions; there is a time for everything but English business men might take with advantage a leaf from the book of their cousins across the Atlantic. *>.

A great advertising campaign, as suggested, by Lord Riddell, would do much, tp, awakep some of our industrial

; magiiaies.itd the advantages that would aocrup,\f£om such ahimpetus. Hie tobacco ’■mkF industries are. perhaps the Richest ns far as this country is concerned; consider their scale of advertising in comparison with that of other countries I