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We no secretthut advertising comes in for algood deal of criticism Is it justied To nd out Laird OBrien interviewed Professor Poole from the School of Business Queens University Professor Poole answered questions about adver tising and how it niiects prices competition economic waste and buying habits His objective comments are worth reading Promot Pooh km tlll itth wolidovn tart IA academic told penerteol rider For rrronhev Ml AI on Hole the Unlvrnity of Alberto IAI Unlvmltl oMrmltohti end Queenr Unltmlty Ht lebwd Comm minor errurination mmll more out loin mu Viechldent end Alwyn ale Lam advertth rum tie it new renownnumeromrrmmmwm Question What are the major critide ot Idvertiatnpon economic uomtdtl PROPJOOLtheiiiintoieltlthlnkyourow timialoohrntdMoetwooomislIIndpoopievvho rIIdeertmdthewotitioonIfrecenterprMmarhct orth vyltemda accept thevrtiuoolldvertlthrl mummumwmynrmnmor wvrxnmmtandprivIte mtaprhetand both tertionr nae Minn think unbeatzvaluale Itlv thinyhyiookhrupcdhmliy It ltaroietnI competi tivgmerketoriehted economy Questionr What do the critics try about ed vurtitirrpi PROP POOLE Prom an economic point ci view there are metal hiddenu Adrerthinp Ir eartellrl tormihetltnieeeprlcwthatitauteeaces rive protite for tome onmpaniee and motor it run urittornevtoompenleetoeoterthe market Quutionr Your tint point war economic waste Lt advertising wasteful nomoomrlimweptthatwemiivtnrina bedaiiyheeenterprine econontytheroielnevitahiy Iomedupihationaudwuleotmorumitheppma iondrethlnpitaltohappnatwhmywhndtcru pertatioueItooetnteneoionOrlhrcndepIrt mtetoreelntheeemcthopplnlplauorloo many IaeI devoted to wheat Anytormotfrececonomydoethavcitkule But there hauntherdde to it the overwritten be twren rowed rnoormu produet develop MI tnpmvedpnnllry holler melee free arterprtto mukrtorlected economy characterizedbynouthlnotherwotdaltin dymleeeonemthlImartredbyowvattmw Iloulariy In on product development Advertlalnl lemdtolniormeoorumerubwtthesenewpme mandtheirbeneuiheintrnduction and mph none of new produete la martial tor upendiny mtrketu Ind continued economic prom Quadontietelookutiitmmtheothumri What would happen ifail Advertising elhninetedl PROPJOOimiheeditoraotrheHIrvardhml noel Review rated the urns question They found thatti ofbudnumdidmrthinkthatdimi natinudvertirinp would cheep the poet nfprod nets Hererthecruaoftheproblem mortpeopleiook at Idrertlrtnr in ieoiatlon and blow it out ol pm portlon Thrtr mistake Adverthlna it one tutor and frequently rather email factorthat deter mine how product it told in teiiilil root the alarm atom dirpiuye packages the type oi atorc We told in and In forth Now for tome predatelike email deterprnta Noamadmthth Iblapart otrha VuillnlootLPorqthmIlecirodhcioolumime Ihlp maulmum la email put 1on Immoral Widowthe at eeillev foetort would play loner role But you probably well not elem iAl tort llntrtttll thermally Question Some people say that if we stop all Idrertixing prim will go down How about ltl PROF POOLE People can look It teievhion or three to the ndio Ind uy Oh only theydrtop all the minnow leorridpoy lent But it doesnt AI raid belnre adverv thing to only one latter in what it called the market in mix it you eliminate Idvertiainh lrnt it topical thatamauuinotruerwiiiharl buiidbiuerrtoredirplayrnr indium othemyrtooom petal Prothly the new gt methode wouldnt be elective and they eouidbe mm portly You how when you break down the cost for each item told Idvertiriup ll really very twperotva my to tell produete Question What do you think of the idea that advertising should be controlled or remitted to tome tray PROP POOLE Remember that were talking about hulcaily fret competitive economy in dontteutthutiwepeopletousetheirtellinptoola vinthewtytheyeheeeewithlntheiirnltroithelevv Ihenwvdonthavnfrecoompetitineoonomy Ihylonpa Audvrhyainplooutedvtrtiainplwhynotocn hcithenumberoieelmenlocmpenyeenhmi OrtheIireottheairocnditioniIInnluhaaetorIt ihceetteeeiiinpeortt too lnMIfwmhiantntheIrceolIdvatiiinp irlhonatttepteteliaoompeoyhovmuehrceeareh tteandotOrthIthmmtreplauworkrunwlth buhdomlthielrheoithonphtunieaetoaioeot Wm iiowevernrteventhemerterdentvupportereot Idvortlalnpaudlroemerketewiiiurthatthnlano lbuuudthliholhlnlmhoimprhvedthouph rely mainiyonnompetitionto reruieteadvertlv lopeomepuhiiopoiieymeybeneoeeeuytooontrol themodtiamnttbueeeicttuladonelnm Ieetortoltheeconomyfthepurofoodlanuron ample Question hat about the argument that ad tertiainy makes people buy thing they dont need PROP POOLE How IOtth you dene the vrmd nerdiYoncan aaythet allpcoplerullynredlel bale diet clothing and Ihelter Advertising decent mite people buy it lnlormgpuv Iuades Ind broaden the area of decide it coming people to pmi Anti it en eourapne people to run if tyou look It the tipuree on ladverririnp erpendltnree you will Bad the tensions form oi min In belnl promoted throuxhadvertie inn good example in the rampelna for CInIdI Savian Bondy And remember Iotnethinz uiied the ltrl MD Ilom we rpenr on advertirinphut people rtilicheee not to htry it The Aiunteny on the nthan Ipreatruecestbeaurelthliedtheueednithedey agt Adtmisln cant reaeh into rornebodya pocket Indtakethemoneyitunonlyopenupnvidrz moieholoerAndhntthatwhatourlrnemIrket oriented economy in Iii Iborrtl in the long run youhavelorelycnromunmtomaketherttht decision it you dont trust their torpendthetrowrr money dont haveand guest dont mt free market economy Question What do you expect from Adm tisiuz lo the years ahead PROF POOLE hope that the industry by itself unweedouttnyldvertirinlthetledeoeptiveor mhleadinp Theyre working on thia By Ind lam in pretty goodbur rhexe ere etiii tome otterdert Andlhopothatadmrhiuyunbenredtordi HeuuwehuprndueuThecienodoubtthat Idveriirlnr it pomfut method at oonmrrmiu tiumAudauethelentoneinternrsofooeLWhy cant we urn Idvertirinnltt experience and people topmmoteoonoeputhatmtmportaathoma Iodaivierrpointt im thinking oi thing like talc drith Or rte arritment of policemen ounce and aociIi worker Em understanding between nations Were eeeinp Infilttiocithhnonrihoponnreeapooddeaimm it NOTE Proireeor Poole hu mood to thereprint top oihia commtr by the median Mlltxtiarn Advisory Board inthe interest oiorchtiuxabeuer nudertendlnyofldvudainx Youthewusumemandosomethingabout libs ldtSmg to for your on of the Mutttlnr Stellarth mm The Iddrue in Autumn Standarde when 159 Bay Street Toronto 116 Ontario Read the hookitt Keep It handy ltyou tee In edvertuenrect that you think intake or Ieriotuiy bardathenrieeiiinendmadtheoomplaintnotroe eereioeod with the Code booklet Canadian Advertising Advisory Board we work for better advertising din limit Entertain erMcor counrv READS rrre rxemurr