HONG KONG VOLUNTEER
DEFENCE CORPS.
ÍORDERS, BY MAJOR H. B. L. DOWBIGG1, COMMANDING MONG KONG VOLUN
TEEN DEFENCE CORPS.]
Parades,
(n.) Corps Band.-L'ntil further
orders the Corps Band will parade twice week at Headquarters, namely, on Mondays and Thurs. days, at 6 pm. The next parades will be on Monday, June 30, and Thursday, July 3. at 6 p.m.
(b.) Battery.-A lecture will be given by Major C. T. Baynham, 1.8.0., R.A., at 5.30 p.m., at Hend quarters on Thursday, July 5.
(e.) Corps Signals-Signal class will parade at Corps Headquarters at 5.30 p.m. on Thursday, July 3.
(d.) Machine Gun Troop.-Parade on Thursday, July 3, at 5.30 p.m. at Causeway Bay Stables.
(e) Armoured Car Company, Car Section. Parade at Volunteer Headquarters on Friday, July 4, at 5.30 pm for driving instruction under. Sergt. Baker.
Motor Cycle Section. Friday, Fuly 4 Parade at Headquarters at 5.30 p.m. for Machine Gun Instruc- tion.
1350 Fle. R. d. Bates from No. 2 Platoon to No. 3 Platoon is co- relled.
No. 138 3. Major R. H. G.- Charles, Reserve Company, is trans- ferred to Machine Gun Troop us from June 27, and resumes rank of Troop Sergeant Major,
Strength.
Machine Gun Company No.
No. 1573 Etc. J. R. L. Parry, Platoon, has been taken on the strength and posted to the Unit as from June 23, 1930.
Struck of the Strength,
No. 1438 Tpt., W. R. Hawke, Machine Gun Troop, is dismissed from the Corps as from June 27.
Promotion.
No. 1302 Tor. A. E. Arnold, Machine Gun Troop, is promoted to the rank of Land Corporal as from June 27.
Corpe Flashes.
The new fashes for the Corps turees are now ready. Oficers and other ranks will hand their topees into the Store as soon as possible for the purpose, ct having the lashes properly sewn on.
Hong Kong Flying Club.
A copy of the Articles of Asso- ciation of the Hong Kong Flying Club has been received and may be seen on application to Adjutant at Corps Headquarters.
(f.) Machine Gun Company. The Machine Gim Company Rifle Club will meet at the Peak Range on Sunday, July 6, at 0.30 a.m. for
It is hoped, in the near future, the monthly spoon shoot, Range Officer: 2/Lieut. D. M. Richards. to form a Flying Section, of the As the numbers of C.Q.M.S. Urquhart will arrange H.K.V.D.C. with Headquarters regarding am-this section will be strictly limited, munition. There will be a special applications to join will be con prize for the section with the best silored in order of priority. Score and a good attendance is ex- pected.
(g) Scottish: Company - The Company will fire Part 1. Machine Cup Course at Kennedy Road Range at 3.30 p.m. on Thursday, July a
•
th.) Portuguese Company. Peak Ilange. The Peak Range has been allotted to the Company on Sunday, June 29. Firing will communte, at 9 a.m. sharp. Dress optional, but belt and pouches are advised to be taken for practice purposes.
ALS
It is hoped that as many possible will take advantage of this. practice shoot.
Miniature Range.
The Miniature Range is allotted to the Engineer Company every Monday etening until further no- tice.
Transfers,
Reference to Corps Orders No. 23:30 Para. 5, the transfer of No.
'
(Sgd.) W. H. G. GOATER, Capt., Adjutant, H.K.V.D.C. Hong Kong, June 27, 1990.
NOTICE.
Soldiers' Club Billiards Tournament.
The above will be held at the soldiers Club, Hong Kong, and the Corps has entered a team from the Portuguese Company.
The dates are as follows:-
1st round-July 3 and 4. 2nd round.-July 24 and 23. 3rd round-August 4 and 5. All members of the Corps wish the team the best of luck.
Canteen-Light Meals,
Light meala at moderate prices can now be obtained in the Can- teen. For further information se notices in Canteen.
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HONG KONG DAILY PRESS. SATURDAY, JUNE 28, 1930.
NEWSPAPER ADVERTISING.-I.”
WRITTEN FÖR "THE 1:ONG KONG DAILY PRESS."
(BY A LOCAL ADVERTISING SPECIALIST.]
How Good Advertisements Make
Sales.
Let it be stated at the outset that our aim is to discuss the "im portant subject of advertising in a readable and popular manner which may appeal to everyone, and not only to business-men, who naturally are vitally interested in the subject. Perhaps many buyers will peruse these articles to check up their own psychological reactions to various types of advertisements with the theories
writer,
or conclusions of the
It is undoubtedly a fact that missta people do read advertisements in newspapers, practically everybody, in fact, although the great majority of persons claim that they do not have time to read advertisements or that they are not interested in advertisements, and many really. think they do not take any notice of them. To prove that they do. observe the advertising, columns, almost unconsciously, it is only necessary to make an inaccurate remark in regard to some outstand.. ing advertisement appearing in a newspaper which has recently been read, and notice how frequently the average reader will involuntarily give the proper version of the nd vertisement referred to. Merchants also bave abundant proof, which induces them continue to spend large sums of money on newspaper advertisements, when crowds of customers walk into their shops, day after day, and ask for articles advertised and use certain words or key phraacs which have been cleverly inserted in the advertise- ments, for the specific purpose of checking up the direct returns.
The day has passed, long ago, when anyone can question the as- sertion that Advertising Pays" or that "Advertising Sells Goods." One "must, hasten to add, however; that not all advertising pays and that some advertisements, alas, fail
to bring sales. Good advertising is being more and more regarded as a science to be handled by ad- vertising specialists and not in a haphazard manner by Tom, Dick or Harry, the baker or the candle. stick-maker.
"
Good Advertising.
By good advertising is meant the kind that makes 'salei. This is the one vital test. Not clever stunts, or puna in pictures or words, or even original idens and artistic designs, or various other features.. necessarily make a good advertise. ment. It is possible to have any or all of such features and yet not produce sales.. The public may be amused by or impressed with the cleverness of an advertisement,
but if they are not convinced of their need of the article advertised and constrained to buy the article, the cleverness is wasted. If adver- tising is not producing results it is not good advertising.
Profitable: Advertising. Good advertising is profitable; it pays for itself and shows a profit, 10 matter whether the amount spent upon it is small or large. It is a mistake. to suppose that succcessful advertising neces- sarily entails the expenditure of large sums of money. Many firms, if properly advised by experts, might decrease by 50 per cent. their advertising expenditure and at the same time increase their sales. Good, advertising is always econo- mical as well as profitable.
COLONY'S POSTAL
SERVICE
BIG INCREASE IN REVENUE LAST YEAR.
POSTMASTER-GENERAL'S REPORT.
We give below, in part, the re port for 1922 of the Postmaster. General, which shows big increases- for the department over evious years in revenue and postal matter sent and received. The Postmaster General also stresses the value of the new wireless services,
The number of mail receptacles of Hong Kong origin dispatched during the year was 43,725 as com pared with 33,817 in 1925-an in- crease of 8,205; the number receiv ed was 48,579 as compared with 43,20-an increase of 3,377. Re- ceptacles in transit, including those to and from British and foreign men-of-war, numbered 180,679 s against 175,402 in 1928-an increase of 5,097. Six thousand and fifty steamers carrying mails arrived and 5,999 left an increase of 114 and 217 over the previous year's figures. The service to Europe via Siberin was entirely suspended from July 3 to October when it was zesum- ed r Kobe and Vladivostock. Mails dispatched for transmission ria Siberia between July 5 and IS were diverted by the Chiness Postal Service to the "ria Pacific" of "via Suez" routes and all reached their destinations safely after consider- able delay. During the suspension of the service via Siberia four mails were sent to Europe by the India England Air Mail Service from Karachi. Unfortunately, one of
these, that dispatched on October J. was lost when the aeroplane City of Rome was wrecked in the Gulf of Genon..
Two bags of mails from Swatow for Hong Kong were lost in the wreck of the s.8. Hsin Wah on January 16 and one bag from Swabue was lost in the wreck of the a.s. Lee Cheong on December
20.
The number of registered articles handled amounted to 848,135 "av compared with 800,950 in 1328-an increase of 41,155. The figures for insured letters were 19,030 and 17,130, respectively-an increase of 1,620. The sumber Of parcels bundled during the year was 411,108 as against 423,890 in 1928-a de. trease of 12,816,
The decrease is on account of a smaller number of parcels being. posted in Hong Kong for dispatch to other administrations and the office of Weiheiwei being instruct- ed to close direct parcel mails to India during 1929. There was how! ever an increase in the number of parcels received for delivery locally, Revenue and Expenditure.
the
The total revenue from Postal Service in 1928 amount to $816,455.35, an increase on the pre- vious year of $11,775,87. The ex- penditure for 1029 amounted to. $289,108.64 or 830,848.12 more than The that of the previous year,' balance of revenue over expendi- ture amounted to $447,346.71.
The revenue from this souree during the past ten years was as follows:-
*8478,523.99**
1020
1922
1892
8548,379.02 8379,583.95
1923
$634,637.66
1924.
8701,018. 17
1925
$103,645.08
1920
6861,978.39
1927
8738,108.13
1928
1929
$781,414.44" $760,151.28
The combined total of the year's transactions on Money Orders and British Postal Orders shows a figure practically the same as that of the previous year. Local Festal Notes show a slight increase of 8844.
During the year this section handled 2,325,100 ordinary letters, 228,681 other articles and. 8,890
Thoughtful Advertising. Вирровс that John Doe should Good advertising requires careful realize that the purpose of his thought and laborious planning. advertising is to convince the The idea that advertisements can public. that they will get better be dashed off in a few minutes, by cakes and bread from him than any member of the staff who hap. they could get elsewhere, and to pens to lie anoccupied, is a fallacy. give them the reason why they Every advertisement should be de-hould patronize his shop, making Postal Hong packets as against signed and written with the utmost the descriptions of his delicacies 2,939,793 ordinary letters, 190,673 care in order to ensure, as far as 60 attractive that the public will other articles and 8,347 Postal possible, adequate, return for the feel impelled to go to him for the Hong packets in 1928. The regis
satisfactions of their tastes. It is tered articles delivered amounted money spent upon it.
not to 941,329 of which 123,120 were Some firms take great care in really the "dough and
Doe "that matters.
from the United 'States and dressing their windows attractively and train their salesmen and assist-
Canada, and 118,209 from China and other countries showing an in- ants carefully, but they seem to
If a firm discovers that their ad-crease of 22,066 as compared with. consider the preparation of adver- tisements of minor importance, and vertising is not apparently getting 219,263 in 1979. entrust inexperienced men with results, they should. carefully this work... What serious mis-examine it in order to discover the take! It is evident that an ad-reason for its non-success. vertisement in the Press is fully In this connection, however, two as important as the training of things must be taken into con clerks or the dressing of the win-sideration. "In the first place, the dows-if not, indeed, more so,
Descriptive Advertising.
Successful Advertising?
Wireless Services.
The total number of paid radio- telegrams for the year is 150,765 messages which is da per cent. in- crease over the figure for 1928., The sales organization must back up the total number of paid words is advertising with co-operative effort. 1,351,900, being an increase.com It is possible for perfectly good parad with last year of 82 per cent. Good advertising describes the advertising to fail to produce good (exclusive of anti-piracy messages). wares and creates a desire for their results simply because the officeThe total number, of unpaid mes- possession. This is so obviously staff or assistants or agents fail sages for the year is 20,339 which true that it may seem absurd to to do their part. In the second is 114 per cent. increase over the mention it, but how many firms are place, direct results from advertise figures for 1028. The total number content with simply inserting in ments are not always easy to trace of unpaid words is 1,041,188 being a paper their firm name, with Results are sometime indirect, and an increase compared with last year perhaps a short description of their, it is not possible to tabulate them. of 08 per cent. (Polier messages business, as if they were advertis- Many successful firms are unable to not included in previous annual ing to sell the firm rather than trace definite reaults to particular reports). the goods stocked by the firm. advertisements, but the fact that During the year new services. commenced with Pakhoi, John Doe. Baker and Confection sales fall off when the advertising were er" is typical of many advertise is discontinued or cut down proves Chungshan, Kochow, Swabue, Toy ments. seen to this day in this age that good advertising does make shan Waichow, Kiukiang, Sun- (Continued at foot of next column). ófi advancement, when one would sales
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