STATUS RISING

Sun (Auckland), Volume II, Issue 599, 27 February 1929, Page 11

STATUS RISING

ADVERTISING AS A PROFESSION “Though the status of the advertising man does not yet receive the recognition afforded members of such professions as the law, medicine and accountancy, there are definite signs of a change in that direction,” said Mr. J. Stewart, of the Goldberg Advertising Agency, speaking at the luncheon of the Auckland Advertising Club yesterday, Mr. G. C. Codlin presided. Mr. Stewart gave a short address on “The Advertising Agency’s Place in Advertising,” briefly sketching the various stages between the production of the goods to be sold and the ultimate consumer, stressing the amount of research necessary in the organisation of an advertising campaign. “Business men are beginning to realise the necessity of placing their advertising in the hands of qualified specialists,” said Mr. Stewart. “Such a method assures them of receiving the greatest possible return for their outlay, the whole consuming market being thoroughly explored before any money is spent.” Not all products were worthy of advertising, said the speaker. Advertising could sell the goods once, but unless the value was there the public would not buy again. When it was decided to iaunch an advertising campaign, an agency carried out a market research to find the opinion of everybody. The wholesalers and retailers and the general public were approached and a report on the consensus of opinion was submitted to the market research department of the agency. The “plan board” then took the matter in hand and decided what form of advertising would be used, whether newspapers or hoardings, and in the case of newspapers, studied the class of people who were subscribers. Suggestions were then put forword and plans finalised. designs being drawn up by the art department, and everything was prepared in readiness for the papers. Advertisers were kept posted with all details as the campaign proceeded and were advised as to the exact cost, in addition to being assured of absolute efficiency of organisation. “Ninety per cent. of the biggest firms are doing their business through the agencies to-day,” concluded Mr. Stewart.