K
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How perfectly they fit!
K
And well they may! For by combining two fittings in one shoe-a 3 fitting heel with a 4 fitting forepart, for instance you get a shoe which hugs the ankle closely. This gives that final touch of elegance and fashion which goes with a slim ankle neally and snugly housed, without sacrificing the comfort essential for the toes,
That is the scret of the famous K Plas fittings, which actually give extra comfort. The diagram shows what the Plus fitting is.
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DODWELL
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Queens Building
WHITE AWAYS
MEN'S OUTFITTING DEPT.
Very Latest
in
NEW TIES. We have just received a varied assortment. of New Open End Ties. Exclusive Patterns in stripes and fancy de. signs in all the latest colourings.
$2.75 to
$4.50.
BOW TIES Mayfair Bow Ties in Checks. Poker dots and the latest designs.
Wide end Ties $2.50 EACH
WASHING BOWS
Neat Shapes, Checks, etc., etc. $1.00 EACH
CALL AND INSPECT.
WHITEAWAY, LAIDLAW & CO., LTD.
HONG KONG DAILY PRESS. WEDNESDAY, JULY 9, 1930.
NEWSPAPER ADVERTISING.--IV.
WRITTEN FOR "THE HONG KONG DAILY PRESS."
[BY A LOCAL ADVERTISING SPECIALIST.]
How to Plan An Advertising Campaign.
Advertising, to yield the best results for the money spent, must not be done in a haphazard way. It must be carefully planned, well in advance, in much the same way as a campaign of military warfare is planned.
The manufacturer" or
merchant
who inserts advertisements in the Press independent of one another, when he needs more business or when he thinks business can be secured, will invariably find that his advertising will not show very good proûts. Very often advertis Sug done in this haphazard man- ner will not show any profit at all. even though the advertisements may be excellent,
"On the other hand. the sanze amount of meney spent upon a carefully planned campaign car. and will, show good profits provid. ed the advertisements designed.
are
well
cam-
Advantages of Campaign. The advantages which paign possesses over spasmodic, haphazard advertising are many. The amount spent need not be in- creased, but the mere fact of each advertisement being linked up with all the others, as it in a pro- perly arranged campaign,"adds con- siderably to the strength of all the advertisements. Instead of having to do their work separately and in- dependently, relying on their own effectiveness ta produce business, The advertisements. in a campaign. all work together like a big family. Every time someone sees one of the advertisements "of the cam- pain, they are reminded of the others they have seen, because all the advertisements have a strong family resemblance. They are, in fact, all links in the same chain.
Another advantage which the campaign possesses over spasmodic advertising is that although the same amount of money may be spent upon both, the campaign can
indeed, it should-be arranged so that advertisements appear more frequently and MOTO regularly. This is accomplished by using large spaces at some stages of the cam- paiga and small ones at others. The public having been attracted by the big advertisemente will, rouch the family resemblance re- ferred to above, he attracted by the small ones that follow. If the campaign has been properly plan. ned, these small advertisements together with the large ones, will prove more profitable in proportion than if the entire campaign con sisted of large space advertise-
ents.
Large or Small Sums,
GERMAN FASCISTS MAKING TROUBLE.
ཡག་ ARRESTS FOR TAKING PART IN DEMONSTRATIONS.
Berlin, July 2-The entire Press (with the sole exception of the ex- tremist organs of the Right and Leit) is furious at the National- Socialists, as the German Fascists call themselves, becaue they could not let the celebrations of the libration of the Rhineland pass without initiating grave disorders which, however, were fortunately not directed against foreign citizens And nations.
The disorders which started on July continued during the night and to-day. In Berlin alone 6 National Socialists were arrested on charge of having molested and attacked passers-by, mostly because they had a Jewish appearance,
At Neumuenster, near Hamburg, National Socialists and Com- munists clashed, with the result that of the latter one was killed and two were wounded by shots, while 10 Fascists were put under arrest. At Breslau 9 Fascists were arrested and 75 at Cassel for
street rioting. those arrested in Cassel including one National So- cialist deputy who from, a balcony urged his friends to attack the police.
"
Meanwhile a serious split threat- ens to break up the National Social. ist Party. A number of leaders of the party's revolutionary wing, in- eluding three editors of party-or- gans and one recently-elected de- puty of the Saxon Diet, have' al- ready left or have been expelled on account of their opposition to the party leaders' increasingly reac tionary policy. These dissentients are under the leadership of the well-known Fascist. Strasser, and have, it is said, the support of the old reactionary, Count Revent low, who, rumour says, is trying to arrange a mass withdrawal from the party and the formation of a new "National-Revolutionary" or ganization with strong anti-bour- geois and anti-capitalistic tenden cies.
FIREMEN INJURED.
"ACCIDENT DURING DRILL.
An unusual accident in which two Gremen were injured occurred at the Central Fire Station yesterday.
The men were going through their fire drill, when suddenly an exten- sion ladder, with a fireman on it, fell. As a jumping sheet was being held ready for such an emergency, the man was caught and suffered orly minor injuries. Unfortunately.
When the hig, drive bas been however, the ladder in falling struck
Ofeers and men at the Station at once rendered first aid, ther which the one struck by the ladder was taken to the Government Civil Hospital.
༔ ་
It must not be imagined that a made with the big advertisements one of those below, inflicting in- properly planned campaign of ad- in the important papers, the sam-juries to the head. vertising is possible only when paign is contidaed with smaller large sums are spent. The fact is spaces. Attention has been attract that advertising on a small sealed by the big advertisements, and will therefore be more easily seeur can be equally as effective in pro
ed by the small ones.. When the portion as that which is done ex- tensively. Whatever the amount to public have had a certain product be spent whether small or large, pinced forcibly before them onec or arefully prepared cumpaiga" is twice, they will then readily re- desirable. Indeed, the less money cognize it when presented to them The advertiser can afford to spend again, even in a less conspicuous on his advertising the more import manner.
Certain distinguishing features, ant it is for him to get full benefit such as a particular style of decora from what he spends. pounds or dollars lost through in. tive border, or a peculiar kind of ag type or layout and uniform illes- effective advertisements in campaign will not alect the ad trations, may appear in all ad- vertisements, whether large or vertiser nearly so much as a similar
small, in connection with any eam- amount lost in a small campaign.
paign.
A few
ין
BRITISH NATIONALS IN CHINA,
CORRESPONDENCE ON EXTRA-TERRITORIALITY.
bus
The correspondence which been exchanged between Dr. Wang. the Chinese Minister for Foreign Affairs, and Sir Miles Lampson, the British Minister in China, on Two Important Questions. the question of extra-teritoriality lust Broadly speaking, these are the was issued for publication lines upon which every campaign of week. advertising should be planned. Dr. Wang's despatch is dated Before any definite plans can be September" 6, 1029. in which he ac laid, however, two things must be knowledges the British Note of August 10, in reply to the Chinese decided :-
request for the removal of "re- strictions on China's jurisdictional Wang recalls sovereignty." Dr.
1. The amount of money to be spent upon advertising during a given period, say a year.
2. The length of the campaign that is to be planned.
the British Government's statements on several occasions that they wish
No Hard and Fast Rules, Owing to the great variety of things which advertising can help to sell, and the different conditions under which they are sold, it is not possible to lay down any hard and fast rules for the preparation of an advertising campaign. There are, however, some general prin ciples which apply to most cam- paigns, and these must be adapted to meet the requirements of the particular product to be sold.
The second question will depend to meet the legitimate aspirations These requirements will have been revealed by the careful considera upon the nature of the product. If of the Chinese people in the spirit
it is one that appeals to the general of friendship and sympathy. Humiliating Privileges. tion of market conditions and em- public all the year round, one cam- petitive advertising, etc.
The Chinese Foreign Minister The formation of an advertising paign may be planned for the whole policy before actual advertising is year, or two six-monthly or four points cut that the privileges en begun avoids much confusion and two-monthly campaigns can be ringed by the British are injurious waste of energy and money later, ranged. A separate campaign can
even be planned for every month, to the relations between the two because the advertiser has his plans but this is not usually done unless countries since they are humiliat.. cut and dried well in advance. large sums of money are
ing to the Chinese. to Moreover, by having a definite policy at the back of all the ad- spent and advertisements are to Government that if British sub vertising of a product, the various appear very frequently.".
If the product appeals to the jects relinquish their privileges advertisements which form the cam- paign are helpful to each other, public only at certain seasons of the they will enjoy the same confidence the same material benefit' as the making the cumulative effect of the year, the campaign will naturally he of the Chinese people, and hence planned to cover these seasons. 31 whole cannaign greater than if no
the product appeals to a specialized rationals of non-extra-territorial dofaite policy is laid down.
class of persons, the length of the In his reply, dated November 1, campaign and the time of its ap
1929. Bir Mile, Lampson points cúj An advertising campaign has pearance will be governed by the that in his Note of Angust 10 the already been likened to a campaign habits of these persons and the of warfare; it should usually start times when the product is in de British Government expressed their willingness to examine the whole with a big push. This means that mand.
question in collaboration with the the largest spaces should be used for advertisements at the begin ning of the campaign.
+5
Like Campaign of Warfare.
To carry the simile further; a lack should be most foreible and most concentrated where it is like ly, to be most effective. That is to say, the largest advertisements used in the campaign should up pear in the papers and magazines that are read by the greatest num ber of potential buyers.
he
Dr. Wang assures the British
Powers.
Bug-
Once the period of the campaign has been decided, and the naount Chinese Government, but that it is to be spent has been fixed, it is difficult to make any progress until
easy matter to the Chinese Government, as comparatively. an formulate plans for & campaign gested in that Note, have put for along the lines suggested in this ward concrete proposals to serve as a basis for the negotiations, and article.
that the Chinese Government have not yet given any, indication of the arrangements which they consider should be made to initiate the con- versation, on these lines
In no department of life more than in advertising, is it essential to "plan your work and then work your plan. This is the essence of the campaign, idea of advertising.
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