HOW DEMAND IS CREATED

Hokitika Guardian, 27 August 1931, Page 8

HOW DEMAND IS CREATED

LORD INCHCAPE'S VIEW. Lord Inchcape, in an interview with a Press repi’esentative, said : “Advertising and salesmanship are the natural offspring of industry, buu for the complete discharge of their functions they must be the vigorous children of a healthy parent. “The call of H.R.H., the Prince of (Wales to British traders comes, I hope and believe, at a fortunate time, and should command the attention of everyone immediately concerned to foster and increase our foreign -trade. I say immediately concerned because, more remotely, the expansion of our exports is, whether they know it or not, of- prime importance to every man, woman, and child in the kingdom. “But demand must be enlarged or created by advertising in one form or another, and if this be not done the labour of our workshops will have been in vain. These are elementary truths. At both ends, therefore, contact is essential, first to find out what is wanted, then to make suitable goods, and finally to sell them. Between these terminals the function of advertising in one or more ot its many forms must be set in motion and maintained if the enterprise is to be crowned with economic success, both for the nation- and ■ the individual trader.”