Mr. Emig: Mr. Thornburg, is your conception of advertising
Mr. Thronburg: Yes sir. It seems to me that advertising
has more significance and implications than are set forth
in the article by Mr. Borden.
Mr. Moss: Public relations work is advertising also.
Mr. Emig: Nonpaid advertising is far reaching. The use
of this kind of advertising presents an ethical problem.
It is difficult to place a stopping point.
Mr. Soar.ett: Sports stories are very often full of adver-
Mr. Emig: Attitudinization--creating attitudes--is a
result of advertising. Not one of the ways in which this
is done are touched in Mr. gorden's article.
In discussing the effectiveness of advertising, it is
necessary to consider that some authorities claim that
people respond more and more easily to events than to ideas.
A tendency to overuse advertising material in news
tends to undermine the communications systems in the minds
Mr. Soarlett: News that contains advertising material
must first be considered as news by an editor, in my opinion.
Mr. Moss: Columns often are written about firm and business
news. This is actually advertising.
Mr. Emig: A differentiation between news and advertising
has been made thus: News consists of facts about a series
of acts and events for which people are tilling to pay.
Advertising consists of facts about commodities and sellable
goods which business concerns are willing to pay to get
Mr. Scarlett: Information about a circus could not fit
that definition. Such information is both news the public
will pay for and material that business (the circus) will
pay to have printed.
Mr. Emig: Indirect suggestion is often times much more
effective than direct advertising.
In considering the psychology of advertising, one notes
that advertising is one of the most sensitive keystones in
the arch of free enterprise.
Mr. DeBerard: According to my interpretation of that
statement, if the keystone were attacked and destroyed,
the arch of free enterprise would collapse.
Mr. Emig: Advertisihg is neither good or evil. It is
one of the media by which we communicate.
Miss Johnston: How does advertising affect waste in distri-
Mr. Deberard: Advertising expense is part of distribution
cost. It would seem to result in raised prices. Mr. Borden
says that advertising makes a demand for such a large number
of products that costs in the long run are reduced.
Mr. Borden contends that advertising increases demand
which increases revenue which increases margin made available
for research (and for advertising) which provides not only
better products but also more products produced at a cheaper
Mr. Scarlett: In the case of necessities such as salt and
sugar, advertising creates a demand for a certain brand, but
over-all demand for that product will not be increased
appreciably. In the case of non necessities such as soup
or automobiles demand for one brand and all brands is
increased by advertising.
Advertising Agency Magazine