Current issue: 56(2)
Under compilation: 56(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.
The objective of the investigation was to study the trends and fluctuations in the composition of sawn goods, changes due to business cycles, and casual fluctuations. The subject is confined to sawn softwood export to Great Britain, the Netherlands, Belgium and France (The North Sea countries) in 1920-1952. The data was based mainly on statistics of the Board of Customs, Series of Foreign Trade, Finnish Sawmill Owner’s Association and the Finnish Official Statistics.
The North Sea countries took 75-85% of the sawn softwood exported from Finland before World War II, and 50-70% of the quantity exported since the war. Sawn softwood export from Finland is almost exclusively long and small-dimension timber. The composition of the export from Finland to the North Sea countries was defined already during the 1900th century, and no big chances were observed even during the period of 1920-1952. The only definite trend was decrease in the proportion of u/s grade.
The PDF includes a summary in English.