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Friday, 26 November 1965


Mr McEWEN - I think that the statement to which the honorable member refers is completely valid. I am sure it is a fact that in many populous areas Australian items of trade are not exhibited for sale. The explanation, which to me appears rational, is that the total quantity of a particular Australian item - it may be wine, cheese, butter, canned fruits; the kind of things that lend themselves to advertising - is not a very big proportion of the total requirement of the populous areas of the United Kingdom and Europe. Those who own and market the products have come to the conclusion that they will sell to the best advantage if they advertise in areas where they can offer for sale continuously all the year round the items they have been advertising. This has led them to zone the United Kingdom, for example, and to concentrate their advertising in certain areas. Having concentrated their advertising, they then ensure that the product is continuously available for sale in that area. This course of action has led to a conscious intention to abstain from advertising in other areas. I think this is the correct practice to adopt, but I am by no means a competent judge of the matter. All I can say is that the practice has been decided upon by those who own the products on advice received from the best advertising specialists whom they have consulted and hired to conduct their campaign.







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