Current issue: 54(2)
Under compilation: 54(3)
This paper concentrates on analysing advertising of building materials used in residential, agricultural and factory building, power station construction, warehouse building and the joinery industry in Great Britain, concentrating on advertising to consumers, including architects, engineers, building entrepreneurs, farmers and do-it-yourself practitioners. The material is based on questionnaires answered by 8 professionals of the field, and assessment of two leading English paper in the field of construction in January 1 – June 30, 1959.
It was concluded that forest products were clearly less advertised than other building materials. The unweight average degree of advertising of all forest products was. 1.7, while the score was 2.6 for other materials. Of the different forest products stand out advertising of plywood and sawn good. The most extensively advertised materials were metals, concrete and cement, and some covering materials. Forest products accounted only ¼ of the advertising space in the publications.
The most important media used in advertising building materials were trade journals, calendars and yearbooks, courses and lectures, exhibitions and fares and direct advertising. The most important audience of advertising were architects, followed by the entrepreneurs. It is suggested that the advertising of Finnish products in Great Britain might be best organized by placing it in the hands of two organizations: the sales organisation and a separate body for advertising. The producers would manage the advertising of individual brands to sales level, while the other levels (agents, importers, merchants) would manage the joint advertising of the forest products to the lower sales levels and consumers. A Finnish market research and information offices might be established in Great Britain.
The PDF includes a summary in Finnish.