MEETING DEPRESSION

Sun (Auckland), Volume III, Issue 926, 20 March 1930, Page 11

MEETING DEPRESSION

LESSONS FROM ABROAD VALUE OF ADVERTISING Advertising as a means of counteracting depression and pessimism was one of the lessons learnt by Mr. Will Appleton, of tho Charles Haines Advertising Agency, during a recent nine months’ trip abroad. Another, was that the times have never been better for New Zealand manufacturers to cash in on past experiences and the trend of the people to buy New Zealand goods for a bright and prosperous future. Addressing the opening luncheon of the Auckland Advertising Club today, Air. Appleton deprecated the talk that U.S.A. was the dominating country of the world. England was quickly getting back to the position she held bel'oro the war, and in every direction in | industrial spheres was putting more real effort and more brain work into the field. An inspection of many of the leading manufacturing concerns of the world had convinced the speaker that mass production and mass selling was the secret of industrial success; in England today the trend was all that way, and, as a result. remarkable strides had been made recently by many of the leading manufacturing concerns. Another secret in the industrial success of U.S.A. was protection; it . was essential to progress, and if it were adopted even in a partial i form in England unemployment would cease. The same applied to New Zealand: this country should protect all industries which could employ labour economically. New Zealand was one of the most prosperous countries in the world. Aluch was said of the wonderful prosperity of the United States, but all the capital there was in the hands of a few, while in New Zealand it was more evenly distributed. Everywhere he had been struck with the progress made by the firms which were consistent advertisers. Advertising influenced the mental attitude of the people, and by it pessimistic talk could bo checked, and the way made dear to greater prosperity. 2s ew Zealand was well off compared to many overseas countries. All that was needed to give it increased prosperity in the future was greater effort, more advertising, and more efficiency generally. Advertising is not a panacea for all industrial ills, but where a business is fundamentally sound it had been proved conclusively advertising will do much to ensure greater success. A consensus of opinions of the leading motor firm of U.S.A. taken recently had indicated that the greatest factor in the success of American motor-car manufacturing over the past quatrer of a century had been advertising. The time for a big industrial advance was never better in New Zealand. This Dominion was in an exceptionally sound position; the manufacturers had the people with them, and during the next few months business would come to the man who went after it. The verv fact that other people were inclined to cut down their selling effort and to economise in the matter of advertising would give those who were far-seeing a better opportunity than ever of getting in and building up goodwill of a consuming public. Firms who were wise were putting on more men and exerting greater sales pressure than ever before, and they would naturally reap their reward. Today, as never before, the fight would be to the'swift and not to the faint-hearted.