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Hongkong.
THE HONGKONG TELEGRAPH. SATURDAY, MAY 1931.
THE VALUE OF ADVERTISING.
HOW IT ASSISTS TRADE.
LESSON OF 1980.
The value of advertising during periods of trade depression was dealt with by Mr. R. J. Sykes at the annual dinner in London of the Fellows and Associates of the Institute of Incorporated Practi-. tioners in Advertising..
by advertisers whose advertising ta handled by agents who make thair pans on constructive lines. helped them through.
"The practice of advertising- advertising that pays the adver tiser as well as the newspaper proprietor has become an exceod- ingly dimeult and exacting busi- nean, in one sense more difficult and exacting than banking, ac- countary, or the law, because it has to be productive of measurabla proft, to its clients.
Unemployment.
"That the falling-off in adver- tising expenditure is closely ruint- ed to the increase of unemployment "The year 1930," he said, "was is very clearly revealed by an marked by a decline in advertising analysis that has been made for us it was in the turnover and prame-one of those dissections and fit of many other businesses. But, presentations of fact which the generally speaking, there was no modern practitioner is constantly auch marked decline in the turn requiring to. uso.
over of the leading advertising
agencies for trade or proprietary "The figures of insured persons advertising as might be supposed.in employment have been compared month by month with the volume "There were fluctuations, there of advertising expenditure durlog were exceptions, but these were that month. The correlation be not dieult to account for.
tween the two is quite remarkable. "The falling-off of financia; ad- When a decline in employment vertising, for instance, was very occurs, no a decline la advertising Jaarked, but that was due partly becomes sppatent, and consistently to the exacting demands of the the two declining curves travel at Exchequer and partly to a lack qual distunees side by side. As of liquid funds available for in there can be no doubt that the vestment. Apart from this xeep.maintenance of advertising tends" to keep men employed, it is rea- tional case, any decline there may sonable to suppose that, if adver- tisers had maintained their ex-
have been in the volume of cren. 197 tive advertising that passen through the hands of advertising penditure in the second half of
the agencies has not
figures year, employment been serious. And by creative I mean productive would have been botter than they ar proprietary advertising as dis- were.
tinguished from retail, shop and "When you are constrained to mail order advertising which are wonder why so many great manu- merely distributive.
factures, to whom the outlay of an additional on-cost of ten
"A very careful analysis which
to
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I have had carried out for the twenty thousand pounds would be year 1939 shows that as compares sheet, deny themselves the ad- almost imperceptible in a balance. with 1929 (which was a record | *#* year) the visible decline of this, are you not driven to the con- all wine merchants. vantages of ndvertising's mighty productive or proprietary adverfusion that these manufacturers Using, excluding retail stores and other forms of advertising that have never considered, and do not know, how amati a proportion of are not trade, in our sense of the
the total expenses of an adver- word, is only 5 per cent.-a large tised business advertising itself sum when you are dealing with many thonands of pounds spent really represents? anually, but very amall vonsidered ns a percentage.
B
salesmanship,
"It is still painfully true that they held their own, but in many some of our manufacturers regard cases they have increased and salesmanship-and "The amallness of the percents
particularly often very largely increased, their age is. Indeed, at a time when all
which, of ales. Certainly they have con- are crying out that trade is hope-urse, is advertising-ns likely to tributed to the coming revival of lens, a very good indication of the believers in publicity, despite the ployment.
lower their prestige and are po trade and the reduction of unem- value that Advertisers (manufaefnet that many of the most honour. turers in particular) place on ad- vertising. They know that it is concerns in England owe their essential to the maintenance
success to a consistent ase of that their trade in had times as well
very wompon. as good: it is as much a part of] their sales organisation as the work of their sales munagers and their staff of travellers.
of
Well-considered, well-plannnd. consistent advertising, maintained)
"It would not be fair to claim what we do claim for the wonder- ful benefits of advertising without A tribue to the Pross of Eng- "In the course of the investign-land. We have beyond question the tion that I have mentioned, it be finest newspapers in the world came clear that manufacturers the best edited, the beat produced, who are advertisers maintained, the most independent, the most and in many cases increased, their respected--and the Advertising appropriations last year with they carry is welcomed by their marked success. Not only have readers."
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E
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"USE GOKETS"
(Coal Briquettes) Manufactured by
THE ASIA COAL
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&
And Save Money,
BRIQUETTINO |
One ton of "Gokots" does the work of 11⁄2 tons of ordinary lump
"Steam Goketa,” For steaming purposes. Also highly recom mended for open fireplaces.
Raling Cash Retall Prico $20 per ton ex Company's godown Hongkong er Kowloon,
"Housebold Goksta" Recommanded for replaces and kitchen stoves and under bollars requiring a long dame.
Ruling Cash Retail Price 320 por ton or Company's godown Hongkong or Kowloon.
Delivery Chargch
Hour Kong:-(1) Poak districts (above Lowen Road)
$4.00 per ton.
(2) All roads abovo Calno Road and
Bonham Road and below Bowen Road $3.50 (8) Caine Road and Bonham Rond... $8.25 (4) Pokfolum as far as Sassoon Rond
(5) Wanchal and Causeway Bay. (beyond
City Hall)
$3.50
13.28
(6) Low Levels
$2.50
Kowloon:-
All parts of Talm 8a Toul, Yaumati, Mongkok, Hungham, Kowloon City and Laichikok
.... $1.00
For delivery of lots of loan than one ton full delivery rater ara ̋charged. Office:-China Betiding, 2nd floor.
Telephone 21885.
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SUEZ-PACIFIC-
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(INCORPORATED IN ENGLAND.)
1st floor..
... Pedder Building ·
Hongkong. Tel 58011
- Omblé Address: **COUPON.''
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