LIFE- BLOOD OF TRADE

Hokitika Guardian, 16 August 1930, Page 3

LIFE- BLOOD OF TRADE

LORD RIDDELL ON ADVERTISING

HOW TO INCREASE TRADE

Lord Riddell, President of . the Advertising Association explained in an interview with a representative of the London. “Observer” what the Association is, what it does and what are its objects,, and took the opportunity of saying some stimulating things about the great value of advertising. “Many people,” lie remarked, “do not understand what the Advertising Association is. yin bringing together the clubs and other bodies interested in advertising, its chief purpose is to draw the attention of industrialists and commercial men to the advantages and necessities of advertising Many seem to think that advertising exists for the benefit of newspaper proprietors, advertising agents, printers, and billposters. This, of course is absurd. In a modern community it is impossible to dispose of goods and services without advertising. “At a. time like the present,more-' over, advertising is specially necessary to enable the world to reduce the :ic•umulated stock of orimnry products that are keeping down world prices In other words, advertising is necessary to enable the world to adapt it ..elf to now conditions.

“Experience in America; shows that during 'these bard times there has been less 'unemployment; In the business of great national' advertisers .than in those of firms who do not advertise, or advertise only to a very- limited extent. Amazing figures can he produced showing- what has been done, too, by advertising in this country. “The Association has also many subsidiary objects. It has, for example, an educational department formed for the purpose of improving the education and raising the status of advertising men, and it has a well-equipped investigation department, whose object is to discover and suppress advertisements of an objectionable character.

“The various phases of the Associaion’s work will he thqroUghy discus sed at Hastings, where there will he many influential speakers, includin' Lord Eustace. Percy, . Lord Burnham, Sir James Parr, Sir Ernest, Benn, Sir 'William Crawford, and many others. “Before you go,” Lord Riddell added, “just .a word, about a phase of advertising in which I am very much interested.

“It is lamentable how little has been done to advertise British goods in foreign countries and overseas. The real remedy- for our bad trade is to , be found in ' increased exports, and the way to .increase them is to export the right,thing at the right price,. to market it if'/the right way. It is no figure of speech to say that tlie future of Britain depends upon this. >

“Unfortunately -many British manufacturers and merchants do not believe in advertising when endeavouring to sell goods” or services • abroad. On the other hand, our American friends understand so well its value that thev believe in doing abroad >what they do at home. Advertising supplies tlie very* life-blood of Amerian commerce, but our people makes use of it only in small doses.”