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Tftu Questionthhnt do the tertlslngi PROF POOLE From In tronomir point of view otnritett Ind continued oeonomlc New Its no secret that advertising comes in for good deal of criticism In it justied To iind out hnlrd OBrien interviewed Professor Poole from the School of Business Queens University Professor Poole answertd questions about odver ttsing and how it nfleets prices competition eeonontlc waste and buying habits His objective comments ure worth reading Prorim Poole know the buuittttt worldlrom both there rte several criticisms Advertisinr is ussteiitl thr oeadtrrtle and prortiroi tutu For number of for ooo That it rrlrer prices That it eresten excess years In real on ttnti or fill Untrerttty of Altern the prots for tome eompsniet Ind matter it dim the Unlrrrtlty of llfottltoho and aurtrrt Urtirrtrlly cult for new companion to enter the mnritet lit Jolmd Conodlon mitttlrrroroonlrotion or Hwy Mm Murat Wuefyldm My Question Yourflrst point wIs economic Marrow Inrye adventure 0W Ht It now wtsteis Idvtrtislng wrsteiuli ProentoroEurirtrrtol Ourrnt Univrrtiry Klnyrtott PROEPO0LEtIiw1IootptthIt usIrolivinrlnI hulcsiiyireo enlerprita oconomytheteltinevitrbly Qondoo tht the molar alumna romedupliontlonIudnrtttofmouroerdthrppenr ndtertisinyon economic grounds PROPPOOLEWellhrrtofnlititinityouiqurtv tion it too brosd Mort economists nod people who WM pm 00 udmtnndthn sort oisirec enterpritcntItltet km Yim 059 it it imiml But there is soother rldo to it lite eompttltlen be Although the Crnndtrrt economy it mixture of mm WWW mm WW pm vlmmliiiltldpfllAimttupliwIndboihuciioni Wm mm mm mordvertirinshithink Mun bestevnlusterdver tlylopioylooltlnltpoclficnliyntltsroioinncompelh 1mm ummmmm mommy by grow In other words It It in Idvertirios it Ilso hnppenr when you find tottr pt ststionr It one inttrtoctiott 0r three dtprro Any form of tree economy does have Its wute enterprise mnritetorienlrd economy it down economy It is trtnritrd ivy innovation pet tlotluiy to new product development Advertisin mu my it used to irtform coruumerr Ibout these new prod uctsnndtheltbenettts1he introduction Ind mm Into ofrtew products it essentlri for rrprndlos Qnsstiontintrloolrniltiront thcothereod Win would hrppen li nil Idtrrtisioz tterI eliminntrdi rnor POOLE the Editor of the trim out on Review sited the note question1hey found thnt fist of lntsinttttneo did not think thrt elimi ontinondtertisioo would dsnooo tho oort ofprod ttdl Herrtthouuxoitheprobimttmortpeopielook nt Idtertitlos nt lrotnrloo nod blow it out ofpto portion Thats admire Advenirinr it one from Ind frequently rtther Inuit rectorthrt deter mines how product is ioid1tr uiiinotooi iiko gleam ttorodlrplnyrpsetnpesthe typo arm ltr told to rndco forth Now for tours produetrltkooerenlt deuteron rod ommetltrIdvertirinpmnybe bio psrtoftbt selling mrt For othmitoelrods Ohioo furniture ship buildinrrdtertisioo II Imnil port you eliminated thrribiMIirl othrr relltnr forlorn would pioy inryrr roir But you probably would not than tltr eort ttruetm twMearttly Question Some people try that ii no stop Iii Idtnrtislog prices trill go down How Ibontlli PROF POOLE People no look Ittcievitioo or listen to the din Ind say Oh Voniy titrydrtop oil the adtrrliuw rould pry Irrr But it doesnt work thnt ttsy AI Luld before Ititttl thing is only one fsttot in whnt ts celled thnmnrltrt ioo mix it you elimionts Idvertitino Isnt It looks thntnmrnuiscturetwillltnte lo Idd moto Istcrmen or huildhloperrtoredtsptnyrot odromootherwrystoeoot potoi Ptobnhly the new methodswnuldnhbs II tiioetivesndthey coutdhomnro oddly You know when you break down the cost or tub item sold ndvertitios is ruiiy very fnrxprtoirr trsy to tell productr not Vhatdo you think of the ides tittt Idvcrtislny should its controlled or motcted in some tiny PROF POOLE Remembtt thst wero tnlkinl shout btticelty free oompetitlvo eoononty it dont trurt business people to tree their Ielllns tools in the way they choosewithintuattntuotthtuv theo wdont hnvo niroo competitive ooooorny soy loom And why single out Idvertbiort Why not coo ted the number of ulermen eontpnny out hnvIt Or the rite of the air conditionloo units in ItoM There rte tellin costs too ln fut if on infrinro in the hreI of vettltlor lsthe next step to teitseootprnyhow nut teresreh it can do Or titni it rttutt repiooo workmen with bulldozers This line of thought an ierdto IM of problems However not even the most stdent Iuppotttrl of rdvertirins nnd free mntketr wili try that there in no rouse rod thst nothing ern be improved Althouott so rciy minty onedrnpetltlon to terulrls ndtertln lot Ionto public policy tony be necessary to eootrol it to eon suitor room trrnos tits EXAMINER Ipertruooeenbcautolthliedthe Advutirinx not such into tomebodyr pocket orultoseotofpoiiommortd Emmderttnodloroetm orticouWIrd ruins mmitdrmrtbuuidetulrdoootsou lotionoititoooow Tbetmtoodtmmso simple toughestwtutruonttnugmt thItII moon otsku peopiI say things they dut writ rnoo more rm would no mmm utthouuntsythntnllpeopismiiynrrlbI heric diet clothiruv nod atelier momentum Whilhimtintormgpp rnIder sod broadens the usrotuntunmntpr people to spend And it In oourrpss people to toss it you look It the untuon Idvettirins orpsndlttsm you will too not mind form of rIviosan being promoted through Im topnlnoouuohlohthrmpctntormm Suing Bonds And rrotcmher rorrtcthinl uiiod tho Edsel Ml llonswerorpeotonsdvertlrtnlbutpeop rtttfehm stdto huyltlha Muntmmn thto lsnndwrn standofth dny Indisitothntooneyltcsrtoniyopensrpnwidl Iron ofeholoo And isnt mutatme orientedoooootny it In Ibouttln the 1mm youhsvstortlyonoooruoterrtomnltethsristtt decision rim dootourtthehtrohpmdthakopn money you dont heroInd uni dont tree miter economy Quotient Whnt do in export homom thing to the yen Ibesdt PROF POOLE hope our thetodnttrtbrloett crowedoutnoyldvertislnsthrtfndoaptiwut mirloIdlnp Theyrsworkiol on thin By sod ism its pretty modhtthmnrertiilmom Aodihopethstsovutiriososobmodtouit dentuwellsrprodootuhminnedmbtthm ldveklnzilnpowufoimthodofoomie tiooAndIoedduttooolotnmnoimltWhr untwsoundmirlotnnperlrmrndpnopte toproosoleoooooptnthnttrotmpmmtftootn rodnlviewpointi imWIMwnnlmthOfe Iodwdliwom Iltttttotthlrnowtihopewetossoooddoslm otim nomtnotmmnmtmmw tosothireootmentnoythoOInndtnnAdmtrtnp AdvirotyBoIrdiotitoidtotettotutltiulhettu ondmtnodinsotrdmtitinr Yon thoronsuotemodosomethlnoohom ihldindtertininp won for your copy of industrys litrrtiillswdordl Iddml Amen Strodrrdr Council 159 Bry Street Toronto fit Ontario Rood the booklet Keep it hsody It you Idlrttlitmii lhnt you think breth or uriousiy bend thunder fill to radon theeotoplsiotnotloe motored with tho Coda booklet Canadian Advertising Advisory Board We work for better advertising