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Tuesday, 27 October 1964
Page: 1292

Senator ORMONDE (New South Wales) . - I should like to refer to the appropriation for salaries shown in the schedule on page 187 of the Estimates. The schedule contains a long list of officers who are engaged in the expansion of trade. These officers range from a director, deputy directors and assistant directors down to assistant marketing officers but there is no mention of advertising officers. I have always wondered how it will be possible for the Government to extend our horizons of trade without advertising. This applies particularly in Asian countries, where the people do not know very much about advertising and where possibly the local living standards or incomes do not warrant a heavy expenditure on advertising, at least until the purchasing capacity of the people has been increased.

A very interesting address was given by Mr. T. R. Carruthers, president of the Australian Association of Advertising Agencies to the advertising agencies conference which was held recently at the Southern Cross Hotel in Melbourne. In relation to the problem of developing trade, he directed attention to the fact that the Government does very little in regard to this aspect of marketing. He suggested that it should, in co-operation with advertising agencies, establish in the major Asian countries some type of organisation which could not only advertise for Australia but also teach local agents the art and techniques of advertising, with which they are not familiar. In the period of their emergence, they will be starting only now to think of those things. He put up the proposition very seriously, and I think it is a good one. On the one hand, some people think that there is too much advertising. On the other hand, advertisers prove to the hilt that advertising develops consumer power, which creates demand, which in turn creates prosperity. A sound case is made also for extension of advertising. This is put as a serious proposition to the Government, and I ask the Minister whether a campaign of this sort has been considered. I suggest that he and his officers obtain a copy of the speech delivered by Mr. Carruthers and consider the advice that he gives. The officers will be well advised to study that speech.

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