WASTE ADVERTISING.

Taranaki Daily News, 27 March 1920, Page 10

WASTE ADVERTISING.

n Thousands of pounds are wasted in e adverting." Thus Mr. W. P. Kay in- » formed members of the 'Real Estate • Agents' Association in a recent lecture m Sydney. He observed, however, that r advertising was good for every business il , Was wcll direetcd > and added that - the basis of all good advertising was in i the newspapers. t «." The ,IeWR P a P el ' s ." said Mr. Kav, "are t the roek bottom of advertisinc. A man e buys his newspaper because he wants it. r Most men think they don't need adver- >• tisements, but if the advertisements are - written in an attractive style there Is b no man living who can help reading r them. The best of advertising is made i so tempting and set up in such simple, r graceful style, that if catches the eye, t then engages the attention, and then 1 grips the reader. The writer wishes to . convince you that he is telling the truth • about what he is offering for sale. > '-The day of writing lying advertise- [ nients is past and gone," declared Mr. . Kay. "Every business man has realised '■ that unless he writes the truth he is ' coming to disaster sooner or later. It is 1 only the truthful advertiser who sur- • yives and only the man who believes s in what he is writing about should : write advertisements. A good advevtise- ; ment is something akin to a prayer—- ■ a prayer addressed to the people telling I thein of the virtues of certain eoods, ■ and imploring them to buy. The'more honest and conscientious the one who ■ writes the advertisement is the more : effect it will have on those who read."