VALUE OF ADVERTISING.

Waikato Times, Volume 107, Issue 17979, 26 March 1930, Page 7

VALUE OF ADVERTISING.

TO COUNTERACT DEPRESSION. LESSONS LEARNED ABROAD. Advertising as a -means of counteracting depression and pessimism was one of the lessons learnt by Mr Will Appleton, of the 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 Mr Appleton deprecated the talk that the United States was the dominating country of the -world. England was quickly getting back to the position she held before the -war, and in every direction in industrial spheres was •putting more real effort and more brain work into the field. On 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 to-day the trend was all that way, and, :as a result, remarkable -strides had been made recently by many of the leading manufacturing concerns. Value of Protection. Another secret in the industrial success of the United States was protection; it was essential to progress, and if it were adopted even in a partial 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 would. Much was said of-the wonderful prosper!}' 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 be checked, and the way made clear to greater prosperity. i New 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 Brings Success. 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 Arm of United States taken recently had indicated that the greatest factor in the success of American motor car manufacturing over the past quarter 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 very fact that other people w’ere 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 or 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. To-day, as never before, the fight would be to the swift and not to the faint-hearted.