1930-07-16 — Page 5

ŽILLZOR

MARK

The Perfect Semi-Stiff Collar

WHITE

In Six Styles Guaviar Sixer

GOLOURED_ and STRIPED designa in Syi 13 anly Half Sizes

t

Obtainable at all Principal Enab Wishment, in Hong Kong

The VAN HEUSEN (Semi-Stiff) Collar is a revelation of comfort, economy, style and quality. Smarter than a soft collar-more- comfortable than a starched one—it is made in one piece of patented multi-ply fabric woven in a natural curve. That is why it is "worn but not felt. Ask your hosier-judge for yourself.

VAN HEUSEN

(Semi-Skid)]

TRADE MARK

The world's most economical collar

PATENTED IN ALL COUNTRIES

Entirely BRITISH MADE

Moje MamafacthParts—

HARDING, "TILTON & HÁRTLEY LTD. Kinnaird House, Pall Mall East, London, SW.1, Eng.

can ·be obtained to match each Van Heusen Colar

VAN HARDING shrink, and "V.H." semi-stiff Cuffs made from

SHIRTS

With the "V.H." Neckband, which does not

the same fabric as "Van Heusen" Collars, the Van Harding Shirt keeps its shape to the last without fading or the Cuffs fraying.

the added vitamin D (Ostelin) in SUNSHINE GLAXO makes certain of firm flesh strong bones: sound teeth

CENTRAL THEATRE

Paramounts Sound Pictures R

TO-DAY ONLY

At 2,15, 5.10, 7.15 and 9.20 P.M.

is HE,

as Motion Picture News

says:

"THE

CHARLIE

CHAPLIN

OF THE

TALKING

SCREEN"?

See and Hear

the new hit comedian Jimmy Durantee

"and other stars

iri

ROADHOUSE

NIGHTS"

You'll laugh uproară", " ously Enjoy yourself. Immensely and all the tane you'ra con Acious of a Kris menace

with

HELEN MORGAN

tarking behind thefan, CHARLES RUGGLES

Frol the thrills

a Paramount Picture

FRED KOHLER and CLAYTON, JACKSON and DURANTE

Next Change, Thursday, July 17th

PARAMOUNT'S

All-Talking, All-Star, All-Thrilling, "THE STUDIO MURDER MYSTERY"

Doris Hill

featuring

Neil Hamilton.

Warner Oland, Florence Eldridge.

BOOKING AT. ANDERSON'S_AND_THE_THEATRE.

(TELEPHONE 25720).

HONG KONG DAILY PRESS, WEDNESDAY, JULY 16, 1930.

NEWSPAPER ADVERTISING.-V.

WRITTEN FOR "THE HONG KONG DAILY PRESS.".

[BY A LOCAL ADVERTISING SPECIALIST.]

4:

How An Advertising Agency Hoips. The fact that practically all-big advertisers now-a-days employ the services of an advertising agency" is proof that it is now generally acknowledged that the expert ad vice and assistance of advertising. specialists is being found helpful.

The glowing. unsolicited. testi- monials Rent to certain advertising agencies by the firms whose adver- tising programame they have handled are the most convincing evidence of the value of the service rendered. When a manager of a big firm say's

that their business turbover has increased 100 per cent. since he' entrusted their advertising to such. and-such an advertising agency, it" is no mean recommendation of that particular agency. When another 'manager testifies that the agency actually cut dowri the advertising expenditure. by 50 per cent, and yet increased the profits considerably, it is evidens that the small re taining fee paid to the advertising consultant or ngent is a good invest- ment.

What the Agent Does.

Primarily, the duty of an adver tising agent is to act on behalf of his client, the advertiser, when dealing with newspapers and other advertising media. Years ago some advertising agents did little more than receive copy supplied by a firm desiring to advertise, and catry that copy to the newspapers and demand a commission from the newspapers for the delivery of same. The day "of that type of advertising agent is past; neither the advertiser nor the newspapers care, to bother with him. Most modern advertising agencies, how- ever, have developed their business along various lines until it has be- a highly efficient service, which is much appreciated by both the advertiser and the newspaper,. The Service Department of 宿 modern advertising agency is con- cerned with the, making, designing and writing of advertisements, the planning of advertising campaigns, consulting with firms as to the most economical and effective ways of using their advertising budget, etc. The Science of Successful advertising.

come

his

J'en business may, and prob ably will, cause him to regard, ag important some phase in the tinnu- facture of the product which will not appeal to those who use it. On the other hand, he will be liable to miss, or regard as unimportant, some feature or features of his pro- duet which, it made known in the right way, would do a lot towards making people buy it.

Nothing important."

A contributor to an advertising magazine once gave the following good example of this. A firm of Erewers had decided to employ the service of an agent to assist them with the advertising of their ales and stout. The agent paid a visit. to the brewery, and was shown round by one of the principals. During the tour of inspection the agent noticed a small outbuilding, and asked what is was, "Ob, that's nothing important,' he was told. that's only the place where we sterilize the bottles before filling them." The advertising agent at once saw in this a big seiling idea. and asked to be allowed to inspect the sterilizing plant. He discover- ed ultimately that every brewery sterilizes its bottles, but no other art apparently considered this fact of sufficient importance to be men tioned in the advertising. The agent set to work and produced some very effective" pieces of pub- licity, in which special emphasis was laid on the fact that every bottle was thoroughly cleanered and sterified before being filled with le or stout. There was nothing really new in this fact; every brewery had for some time been doing precisely the same thing; but none of them had thought it worth while to tell the world" about it. Thanks to the alertness of the. Agent employed by this particular firm, they gained a big advantage by being the first to capitalize the sterilization of bottles.

Choice of An Agency.

Not all advertising agencies are equally helpful to clients and for this reason firms should not engage the first agency they happen to come into touch with or hear of, but they should make careful in- quiry into the merits of the service. rendered by the various agencies and choose the cue that is obtain- ing the best results. The most im- Fortant consideration in connection with an advertising agency is whe- ther or not it has on its staff ong or more men or women with "ad- vertising brains-with a natural gift for advertisniig. Happy is the agency who has even one such an advertising genius-one who was born with a special inclination to- wards publicity and who instinctive. relief to place the whole of their ly knows what will appeal to the publicity in the hands of a reliable public and what will not. Such men advertising consultant or

agent. are very rare indeed. Not all ad. Most heads of firms to-day admit This advertising specialist examines vertising agencies possesses such that while they know a good deal the product to be advertised and geniuses, simply because they are about the products which they considers carefully everything cop-not available.

The staff of many an agency alas. manufacture or sell, and about the nected with it; he investigates the executive side of their business, market; he plans a campaign in is composed of copyists who can they really know very little about accordance with the amount the ad execute instruction given by clients, the science of successful adver-vertiser wishes to spend, perhaps but who are absolutely incapable tising, and they find it a great telling him that not so much money of producing anything original pr

They are is required or that the sum men- unique, tioned will not get the desired re- criticised or blamed, neither is it. sults; he draws up advertisements desirable that they should be em- and submits them to the advertiser ployed! for approval before passing them on for publication in the various newspapers and other media.

TO-DAY to SATURDAY

At 2.30, 5.30, 7.20 & 9.20 p.m.

ADREM ZUKOR

JESSE & LAIKY,

CLARA

BOW

IN

LADIES

OF THE MOB"

DEA WITH RICHARD ARLEN a Garamount Picture

the Red Head » with IT as a guncian's gal-ob, man!

AT THE

MAJESTIC

Monthly Contracta.

not to

be

The Joy of Achievement. The man who is endowed with a natural gift for advertising enjoys his work just as a gifted musician onjoys his music or as an artist enjoys his painting; he does not do his work primarily for the financial

The fees charged for the whole of this comprehensive and extremely valuable service are usually very | remuneration he receives and he

WILLIAM FOX MOVIETONE

FOL

ALL

TALKING SINGING -DANGING

MUSICAL

COMEDY

AT THE

QUEEN'S

AT THE

WORLD

reasonable. Many firms now retain never considers it a drudgery; he thing which should be considered by

5

No1929

|

TO DAY ONLY

At 2.30, 5.10, 7.15 & 9.20.

LON CHANEY

IN

"THE BIG CITY"

AT THE

S FINAL SHOWINGS"

ROMANCE

TO-DAY

AT

5.30 & 9.20.

AND COMEDY

MARSAL NELL

IN

EVERYBODY'S

ACTING

FINAL SHOWINGS TO-DAY At 280 & 7.15-Interpreter At 5.15 & 9,20–Orchestra

article is valuable. But a real ad-

an advertising consultant or agent gets real pleasure out of bis, daily those who are contemplating taking vertising specialist knows that it is on a monthly contract basis and task, He enjoys taking a "drah, up advertising as a profession. It the best policy to specialize on place all responsibility for their ordinary advertisement and traneis not always possible for, à man | advertising first-class products which advertising upon his shoulders. Of forming it into a brilliant and to say to himself, "I will go to will give entire satisfaction and course, in the case of firma that attractive design, or condensing a new and forthwith establish an which will increase in popularity the have some one on their staff who bulky unreadable whole page ad-advertising agency and get rich, as more extensively they are used. is gifted along this line or who has vertisement into a snappy and effec- Mr. So-and-So has done. Many The growth and continuance of the made a study of it and feels that tive half-page one which will be of the sad failures of advertising the sales is not, therefore, "depend- he desires to keep the direction of involuntarily read by everyone who agencies and many of the unfortu-ent upon securing a constant stream the firm's advertising programme in glances at it. The man who can nate experiences of clients with of new buyers, their own hands, they can do so do this sort of things, should not those unsuccessful agencies, have and still make use of the help of be permitted to wast his time over been due to the fact that the men the advertising agency's service de-a ledger, adding up columns of at the head of the agencies lacked partment to any extent they may figures, or standing behind a the necessary qualifications, the desire. If they require "original counter selling shoestrings, or pea ideas for advertisements, for folders nuts or doing similar things which or circular letters, or any other any one of thousands of ordinary form of publicity, the agency will mortala can do. supply them. If they want designs and illustrations only, if they want the written matter or the "inyout," the agency will supply whatever is wanted.

.

A consultation with an advertising specialist will usually reveal many ways in which the advertising of a product can be made more profit- able. The advertising agent and hit stall, it must be remembered, are all specialists. They spend thej whole of their time studying the complexities of advertising, they know just what will appeal to this or that, class of persons. They "know the whole of this important branch of selling inside "out, and they can invariably give the adver- tiser advice and suggestions for in- creasing his sales which would never have occurred to him.

The fact that real advertisers are born rather than made is one which needs to be emphasized. It is some (Continued on next Column.)

chief of which are natural gift and vision and tact.

The manufacturer or merchant who has really first-class products to sell is doing a real service to the community when he employs an ad- vertising expert to inform the public and attract their attention by the. The Best Policy.

most effective possible advertise- Some people have the idea that menta, and it will ultimately be a successful advertising man is one found that the services of such in who, can deceive the public and advertising specialist are not only make them believe that a worthless helpful but actually indispensible.

CLASSIFIED ADVERTISEMENTS.

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TO

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19901

•

Showing for the FIRST TIME in Hong Kong

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