A New Propaganda Scheme
Page 37
If you've noticed an error in this article please click here to report it so we can fix it.
THOSE who have studied modern sales-promotion methods know
that one of the most effective means for increasing the consumption of suitable products is to appeal to adults through children. An outstanding example of this axiom in practice is provided by some of the national datly newspapers, which use children's supplements to expand circulation.
This principle may well be applied to transport and may be used for national propaganda for the industry, as well as to the advantage of particular undertakings. We suggest that a programme of lectures should be prepared by municipal transport managers, through their associations, for delivery at schools in their areas. The average boy is deeply interested in motor vehicles, and addresses explaining the organization of local transport systems would have educational as well as propaganda value. Interest in road goods transport, and the road-rail situation generally might be aroused by similar means, the associations co-operating in drawing up a syllabus. In addresses dealing with both goods and passenger transport, the precautions taken to ensure the public safety should be emphasized, whilst stress might also be laid upon the importance of the road-transport industry in providing careers for boys. In this manner, talented recruits might be secured, who, in years to comp, would be qualified to hold responsible positions.
It should not be unduly difficuleto arrange with school officials for transport addresses to be delivered at the end of terms. A lecture of this nature was recently given at a school by the chairman of the transport committee of a town in the Midlands, and it might well be made the basis of a national campaign.