A REAL DRINK
BOARS HEAD BRAND
GUINNESS'S
FOREIGN EXTRA
HONG KONG DAILY PRESS, SATURDAY, JULY 5, 1930.
WIRELESS HEALTH BULLETINS.
INCREASED FACILITIES FOR SHIPS AT SEA.
I
1
The Singapore Bureau of the Health Organisation of the League of Nations has for some years been doing valuable work in preventing the spread of disease by acting as a collecting and distributing centre of epidemiological intelligence in the Far East. The value of this information service will, however, be greatly increased by a recent new development which should be of con-" siderable interest to shipping companies with business in the East. A broadcast summary in clear of infectious diseases and quar antine notifications is now sent out daily-instead of" weekly, as hitherto from the long-range station at Malabar" (Java)," and the following wireless stations also broadcast weekly epidemiological information in clear for the benefit of ships in Eastern waters :-
Time Wavelength Call Day.
G.M.T. (metres), signal.. 05.00 2,013 VPS Aguilar)... Friday
:རྩྭ་ 1,330 VWK Saturday 08.30 16.30
VWM Saturday 08.30 16.30
STATION. Hong Kong (Cape
Karachi
Madras
raise
Malabar (Jav3)
STOUT
A WORLD-WIDE REPUTATION
SOLE AGENTS:
GANDE, PRICE & CO., LTD.,
ST. GEORGE'S BUILDING, ICE HOUSE STREET,
Malabar (Java)
DIAL 20135.
さ
1,000
Daily 01.00 18,600
PEX
Daily 01.00
26.9
PLO
HONG KONG.
Sandakan (Brit. N. Bornee)... Shanghai (Zikawei)
Saturday 01.00
600
Saturday 03.00
650
TQB
FFZ
Tokyo
... Friday 12.15
7,500
JJC
12.45
(*Occasionally on Saturday).
Better and Faster!
NEW MODERN N.Y.K. ORIENT- EUROPE SERVICE MOTOR PASSENGER LINERS
TERUKUNI MARU YASUKUNI MARU
Offer many improved features including all outside rooms, unusually spacious promenade decks, comfortable beds instead of berths, running wate, ventilation by "Punkch Louvre," etc.
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SHIPBUILDERS,
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BOILER MAKERS, FORGE MASTERS,
OXY-ACETYLENE AND
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HONG KONG, LIMITED. THE TAIKOO DOCKYARD & ENGINEERING COMPANY OF
WIRELESS CALE "Salvage Tug ̈“TAIKOO"
V.P.G.N.:600 METERS,
BUTTERFIELD
G
Reports received at Singapore from captains as a result of these messages show that on the whole run from Suez to Japan it is possible for, ships to pick up one or more of these stations, Malabar, owing to its range and daily transmissions, being the one most frequently quoted.
"
The broadcast summary is based on information as to their bill of health, etc., received from more than 140 ports and broad." cast, in code to over 30 health administrations.
Appeal to Shipmasters.
Owing to the lack of wireless facilities in Singapore, it is practically impossible for the Eastern Bureau to check the work- ing of its radio services. It would, therefore, welcome further re- ports from captains of ships as to their success or failure in picking up these health bulletins, as well as any suggestions which may help to increase the efficiency of this information service. Such reports should be addressed to the Director, Eastere Bureau. League of Nations, Singapore.
DIRECTORY
AND
OF
CORONER FINED FOR
BEING DRUNK.
INJURED IN A ROAD "
COLLISION.
Mr. Arthur Edmund Webster Charsley, coroner for South Buck." inghamshire and clerk to the justices at Beaconsfield and. Burnham, was, Ained £8 at High Wycombe Police Court recently for being drunk in charge of a motor-car and £2 for driving to the common danger at High Wycombe.
His licence was suspended for year.
It was stated that he came into collision with a touring car driven by Brig. General Hoare-Nairne, and afterwards with a lorry that was following. Mr. Charsley was thrown on the steering wheel and broke a bone in his nose, cut his lips, and dislodged a number of teeth, and injured both knees. The police took him to Wycombe War Memorial Hospital, where two surgeons de clared that he was under the in- fluence of drink, and not in a fit state to drive a car.
Dazed By Injuries ?
Mr. J. Y. Emery, for the defence, elicited from Drs. Harwood-Yarred and Woods Brown that the injuries received might have contributed to Mr. Charsley's condition and dazed him. Neither was prepared to de- clare that he was drunk before the accident.
Mr. Charsley told the magistrate that-after conducting an inquest at High Wycombe he did private busi.! nesa, during which time he had onei glass of beer and some bread and cheese. He was waiting for a client from Oxford. who did not turn up, and for more than three hours be walked about the town.
NEWSPAPER ADVERTISING.-III.
WRITTEN FOR "THE HONG KONG DAILY PRESS.”
4. [BY A LOCAL ADVERTISING SPEQIÄLIST.]
How Advertisements Should Be
Written."
Many volumes have been publish ed on "How Advertisements Should Be Written," and the subject is so vast that no writer has ever fully covered it. It is obvious that in 'a brief article like this it would be impossible to adequately discuss the subject in detail or technically, nor, would it be desirable to attempt to, do so. The one thing to be-at- tempted here is the stressing of the necessity of considering the sales points of a product when under- taking to prepare an advertisement of it.
To find the right appeal for a pro- duct is the first essential in pre- paring an advertisement. To find the right appeal it is usually only necessary to consider what the.. average purchaser is likely to re- quire of the product. The adver- tiser should always, regard his ad vertising from the reader's point of view. He must say to himself constantly: In what way would this article benefit me-what would 1 expect from it, and which of the features it possesses would interest me most?" The answers to these question, will show the advertiser the line he must adopt in order to secure the right appeal in his ad- vertising. It is to be remembered, when considering sales points, that the public is not interested in any-" thing unless they can get some benefit out of it.
Discovering, Sales Points.
One of the first things to be done He sat in his car and read for half an hour, and then drove off. in the preparation. of advertising The collision was due to an error matter is to discover what advan of judgment. The blow over the tages the product possesses over heart and the facial and other in- other similar goods, the points juries knocked him out, and he did which make it beneficial to the not remember being examined at purchaser, and any special features the hospital by the doctors. When that are likely to help sales. he realised that he was to be charg The sales points of a product for ed he refused to sign the bail sheet advertising purposes correspond in Dr. Summers, of Windsor Hosmany ways to the talking points pital, declared that the accident which are used by salesmen to push contributed largely to Mr. Chars the goods. There is, however, one ley's condition.
Mr. Emery gave notice of appeal,
CHRONICLE
CHINA, JAPAN, MALAY, STRAITS SETTLEMENTS, BORNEO, SIAM, THE PHILIPPINES, COREA, INDO.CHINA, NETHERLANDS INDIA, &c.
INVALUABLE FOR "FIRMS
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Length on Blocks 750 Feet.
Depth on Centre of
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-THREE SLIPWAYS.—
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Electric Crane at Sea Wall. Capable of Lifting 100 Tons at 70 Feet Radius.
NEW FEATURE:
Classified List of Trades
and Professions for whole of
the Far East..
SWIRE, Agents,
HONG KONG, CHINA & JAPAN.
TEL ADDRESS: "TAIKOODOOK, Hong Kowa"... TELEPHONE: 3211
CALL FLAG: "O" OVER "A PRNBANE”
LATEST GRAMOPHONE RECORDS
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DIRECTORY CHRONICLE
CHINA, JAPAN, MALAY STRAIT
-SETTLEMENTS, FRANK „THE PHILA
1020
in which is cluded :-
FIND A PLACE FOR IT ON YOUR DESK.
Published "Annually, since
1862.
Revised and Complete.
Alphabetical List of Residents in the Far East, containing the names of over 20,000 Foreigners. Alphabetical List of Firms. The Chronicle covers the notable events together with the texts of all the most important Treaties, concluded with the countries of Eastern Asia, the various Customs, Tariffs, Trade Begulations, Chambers of Commerce, Scules of Commissiotis, Tables of Money, Weights and Measures, and other commercial information.
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TO HONGKONG DAILY PRESS, LID,
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DIRECTORY and CHRONICLE of China, Japan, Malay, Straits, &c. PRICE :—$12.00 (Large Edition); $8.00 (Abridged Edition). Please send us copies of the above for the current year.
ja prospective buyer face to face, is able to demonstrate the various points of the article he is selling by means of the actual article itself. In an advertisement this is not possible the utmost that can be done is to illustrate the chief sales points in order to bring them bome to the render. This difference must be borne in mind when the product is examined, and the sales points to be featured in the advertising must be chosen accordingly.
big difference: A salesman, meeting
sales points that have been dis- covered.
Considering Sales Polats: After sales points have been dis covered, therefore, it is deairable to consider them very carefully be-
advertisement. fore deciding upon their use in an
To revert to the shooting boots again by way of example. Let us suppose that the revised list of sales points contains the following:-
1.Ability to keep out the wet.
-Comfort and easy ft. 3.-Durability and long wear. 4.-Made from selected leather." 8-Easily and quickly put on. 6.-Light in weight.
7-Strongly made to resist bard
usage.
8. Hand sewn. 9.-Made by highly-skilled work-
men.
10.-Reasonable in price,
From these ten points, all of which would interest the purchaser, six have to be selected which will The examination of an article for give the utmost information of the sales points should be carried out kind most desired by the purchaser. with one main consideration in Reference to the list will show view the whole time. This con- that point 1 is a very strong one sideration is: "What will appeal every man, who goes shooting wants to the people who will buy this waterproof boots. Point 2, is also article 1 Many commeditics on of importance-the comfort of any the market possess many points of boots is always a point of interest advantage that are never mention [to purchasers.
ed in advertising, for the reason Points 3 and 7, although not iden- that such points would not be of tical, cover similar ground, so that much, interest to the prospective only one of these need be used, or hayers of the products. Only those both points can be combined inte advantages which are likely to be one by some such phrase as Built appreciated by possible purchasers to give long service under hard should be capitalized in advertising-conditions."
two
To make clear the difference be Point 4, although of intercet, iz tween a point of advantage. that Bot so important as some of the will appeal to buyers and one that other facts and can be omitted, as will not, let us consider
also can Point 8, the general in- features in connection with a pair formation contained in these points of shooting-boots. Such a pair of is. conveyed in a different form in boots would probably possess, Point 1, 2 and 3. among other features:-:
Point 5 is not of very great im- 1.-The ability to keep out the portance, because a man, who goes
wet, and
shooting is not usually in any 2.A handsome strong appear- tremendous hurry to get his boots
ante.
on or off.
Point is very important, and Now the waterproof feature would doubtless be of great interest to must be included. Certainly com any wearer of shooting-boote, but fort is covered by Point 2, but the he would probably care very little weight of the boot is a separata about their handsome appearance, consideration, and it will be wiss
One of the best methods of find to mention it in addition.
Point 9 can be omitted for the ing the right sales points of BD article, for use in advertising, is same reason as Point. The reader first of all to examine it thorough will take it for granted that a boot ly and make a list of every single which possesses the advantages al- advantageous feature it possesses ready mentioned will be made by When this list is complete it should experienced workmen, so there is be gone through carefully, and the no need to tell him.
Point 10 is, of course, important- advertiser should examine cach point, so far as he can, from the everyone likes to get a good article: at a reasonable price. This point. purchaser's side
of the matter, however, should not be stressed too asking himself: Would I appre much, because the man, who will ciate this if I were buying the buy shooting-boote is not likely to product!" Every point that does quibble at an odd shilling or two not, under this examination, prove on the price. The quality and com of definite interest to the purchaser, fort will interest him more. should be struck off the list.
The number of sales points will
From this analysis we get Points
1-Ability to keep out the wet. 2.-Comfort and easy fit.:
now be reduced eansiderably, butt, 2, 3 and 7 combined, 6 and 10. Five actual, strong sales points in is not yet ready for use. The space all, as folows:-MA which sa advertisement, occupies must not be filled with a lot of closely-printed matter, otherwise the. advertisement will not be read, and if it is not read, no matter how clever it is, it will not produes. sales. In view of this, it will be evident that only a small number
"
3-Built to give long service un-
der hard conditions.
4-Light in weight. 5.Reasonable in priec.
Every one of these points is of of sales points can be included in definite interest to prospective cach advertisement. These sales buyers, and the whole five points poitits must be the strongest points tell the reader everything he wants. that the product possesses, and each to know about the boota must be chosen for the appeal it This is one of the most important? will make tɑ users. For most things in the preparation of an general purposes, from three to six advertisement the discovery and sales points is a convenient number, examination of the chief sales the exact number depending upon points--for it is upon these sales the space at the advertiser's dispoints that the whole of the adver posal, and the size of the list of tising organization is built.