1932-05-23 — Page 11

MOTOR TOPICS

NOTES FROM GREAT BRITAIN

FROM A LONDON CORRESPONDENT

GROUNDS FOR OPTIMISH

HONG

Development of Salesmanship

Modern

If you tiok a pin in a rubber. pig it will fed all over and will

China.

But to advertise in Chinese is not the same thing as to translate ing one of these latter earn to Auscollapse on all bide at the same English Advertisements into Chi

blin with him!) For pre d

ps to it, instead of a rubbs, pig, disse. It is not allievable simply you stick your binh a live one, by describing Engilbideas (or there will be several points of diffonch, or German ar Italian) to thrones about the result.

Chinese who understalics those England in like a tenne balloon languages and asking him to put dimension, that is to say a de so that you may have them set up

that, with a pin of the right thein, down this best the retera |

cuntly organised sales force and Chinese papers. It is the plas carefully thought out advertising, ing of your business in the hards country react to a new product or advertising in the same way a it is possible to make the whole of an organization doing Chinose to a new idea about an old one any European advertising agency with almost instantaneous effect.

very different indeed in Chine, agency possessing Chinese special- does European advertising, an For she is like the live pig and isists in art, in Copy, in research, zine not one bit, homogeneous.

marketing, in space buying and in outdoor display.

The inanner in which the British of industry bas aulatripped the The prize of 100 Guineas recent freigner in the home marketillsly peered bu Leyland: Matora. Tur aply demonstrated by the registhe bidest of their deteolangined ation figures for Inst year 10! goodfeffioles till in regular for 1,30 new care registered only vice has been wheth to Carter pout 3,000 were imported, while,Parterson & Co., owners of a 1008 tire anse of commercial vehicles Xogge Leyland This is all a total of 00,000 new registration covering between 45 and 75 miles nly about 1,500 were importada dar and has total mileage of

The present year has started well,

379,873 "to"^ita èradit." or the sale of now cars is up to. hat year's figure, with the promise if very considerably exceeding it ithin the next few months and st the same time British exports re making decided hondway, Dur hg the month of January, for in dance, Australia imported 204 cars, d which no fewer than 187 were British while in South Africa, the roportion of British car registr on in Johannesburg during Jan- nry and February were 38 and 39 per cent respectively, though pre- yously never more than 20 per Feat.

SOME BUSY FACTORIES

it seems, however that it is by no Though this longevity is amazing moans exceptional, judging by the many letters received while the

for was open. In fact, the off she wining validle have in their feet no fewer than 27 other type Lovlands dating from 1900-1919

Firstly, there is the cutaneous resistance of the Easterner to all. that comes from the West. Second

NEW TROLLEY BUSES FOR y, there is the geographical sopara

BIRMINGHAM

ין

A feet of eleven now trolley buses has recently been built for Birmingham to

replace obsolete types in service. The chassis were

built by Leyland Motors and am number of the Midiand" fac. the Titan double deck patrol body the main characteristics of hoice are experiencing very busy chassis; the completes electrical, tince, Standard car sules for equipment was designed and manu- Mirch, for example, broko every re-factured by the Q.E.C. er in the history of the Company, whch goes back nourly 30 yours,

Ta

tion into himbs, oach served by its own artorial river, upon which all transport, except the aeroplane or Shank's mare, depends. Thirdly, there are in China as many differ ent races and consequently an oven grenier number of languages than

in the continent

of

Far East is ehey build up such an organisation in the That it should be very difficult to to understand when it is realised that its success depends not on a certain glioness in translating English ideas into Chinese-de mentioned above--but on the power of thinking in Chi

ese, and then dressing those Europe, there are

thoughts in Chinese costume, in mediately and easily grasped by the Selling in China therefore is many million possible Chinese, buy not a process which can be bought ers it is desired to influence. This in small packets and banded out lack of the power of thinking to any one asking for a recipe for Chiness it was that caused a little different from the con- The above may, by many, Ca particularly during the past ventibhal petrol type and are easy thought to be an unserosaryselab-ch of this has been changed in be facturers and the Eastern buyers. Your, reflects gront credit on the to handle and maneuvre. The re- orsun of Rituation very simi- the period since the war, when the ly producing cars to meet the conjunction with the high power other parts of the world, but youth which would normally have been manufacturers, who are undoubted atively light chaanis weight, in ihr to that to be found in many stresses of rebuilding industry-a fault coactions existing to-day output of the 65 hp 500 volt continuously is growing up indeed,

home caused many good brains, Home and Overmann G.C. traction motor has resulted the Prince of Wales, almost forces absorbed in the affairs of their own That the Triplex Co., have been speed, Fully loaded, with 48 pasalities of the future-and it is In South China thore is.

la rapid acceleration and high youth to take on to-day the respon- fountry to try their luck overseas able to make reductions of 35 per senger, these vehicles are capable that such a preliminary, warn think and work cent. in the retail price of their of a speed of 35 m.p.h on the

The rapid riso in popularity of these are oral appearance these buses the increase of export trade, gap between the foreign manu-

both

trained

AD

to

lája sign of the tremendous lövel, the acceleration to 14.m.phing precede the encouraging mas. think and speak in Chinese sinve domand nt, the preset time for with: normal operation of the conter which is to follow.

safety glass. The now Ministry of Transport regulations have brought #big demand from commercin vehicles which formerly to a great extent used plain glaas only, but the main factor has been the 100 rer cent. standardisation of Triplex by almost every manufacturer, he this is the only means of adequately protecting passengers in the rear Boats in the event of a collision.

SHOWING THE WORLD

The profit of £144,197, which Rolls-Royce, Ltd., made last year and which again enabled a divi- fund of per cent, and a bonus of 2 per cent to be paid to the fortunate shareholders, is a tribute at once to the excellence of the productions from the famous Derby works and the skill with which the firms affairs are directed;

delivered to the Belgian Air Force and an importent delegation: from the French Air Ministry visited the works, at Derby a few weeks ago,

troller being about 2 m.ph. per borbad. Two independent trolleys. allowila range of deviation of 15 ft, either side of the overhead wire.

trip in Birminghem, the approxi- On an actual test over a round mate power consumption was 1.35 kw. hours, during which the vehicle proved exceptionally confortable and well sprung

li

A NOVEL MOBILE GARAGE.

qu'to a common sight, but the van A motor horse-box is now-a-days recently delivered to Lord Howe

HOW TO ATTACK THE

she was a child, whom pressure of circunstaness threw into the pro fession of advertising in 1923 and who to-day is known in three con- tinents, and more particularly in South China and Malaya, na an outstanding personality and an exceptionally well qualified adver of the professional Advertising tising specialist. With the growth Agencies owned and managed by Europeans qualified by a know- ledge of the Inguage, to ply the best of Western methods to Eastern conditions, the whole tone of the contact between aws- paper or outdoor space seller and secure and efficient a basis no existe manufacturer has been put on as

has proceeded quietly but it is in England to-day. This change nevertheless a most noticeable fact and one to be borne in mind by any East as a market for his goods. ane intending to review the Far

AN ANNOUNCEMENT

in the Interests of Health!

is at last becoming

montal and physical

that if

orrect

Tde patión, is to be efficient, then the

ading, Cork every man, woman hd child must be physiologically That in to y the daily nourishment taken mast yield every element and factor, nebenskiy to main- Lain sound nutrition of the bod a ́Ovaltine." Tonic Food Bevarage admirably answern every " possible requirement as unty Food and strength.

health

Ovaltine an original preparation made by exclusive proser. We know by exhaustive and repeated examinations of food-stuffs of all, Finds,

well as by the numerous unsolicited testimoniale received from medical men, nurses and members of the general publio in every walk of life, that for pure concentrated goodness and health cannot be equalled.

Remember, also, that not only is “Ovaltine digested with pawlect ease but it is the digestion of ordinary foods and thereby greatly increases their nutritive value,

TRAGE

FOOD

VALTINE

PONCENTRATED EXTRACUL

MALY MILK AND WER

OVALTINE Nourishing COLD & Refreshing

£1,000,000 B.B.C. HOME

TOO SMALL"

A NEW WING,

After spending £1,000,000 on The original foreign business houses in China dealt in quantity their new headquarters, Brandcaat saves to one or two linas, machi that the building, is not big enough,

*

12.

IT'S BRITISH

EMPIRE SHOP AT LIVERPOOL.

LORD DERBY AND THE TRADE BALANCE.

(Between now and next Empire

BARB 38:

THE ROSS INSTITUTE

EXPERIMENTS WITH NEW DRUGS FOR MALARIA

The widespread work of the Hom

care what is British and what itin soientific investigations on the

CHINESE MARKET. Whether your goods be for retail For for wholesale consumption did structural type, the bulk of whether they are perishable or of the eventual consumers in almost all cases will be Chinese, and it is safe to say that less than one-fifth of your possible customers can speak, a word of any language but their own. They recognize your article from another only by some

would be colour, taste or smell which it outstanding difference of shape,

translate from one language into almost impossible to is an entirely novel production, the other. Your product must As is well-known, Lord Howe therefore be specially packed or takes part in many motor races marked for the Chinese Market. beth at Home and on the Continent,

To let your articles percolate and he has felt the need for tamugh the hands of coast town Epepind vehicle in whish to trans-importers, Chinese wholesalers and In the course of his speech at the lacs. The special van body built throwing one more gold fish inte goods and in, the main kept theming House, the B.B.C. have decided

port his racing cars from plane to middlemen ad infinitum is like al menting, Lord Wargrave, on the Commer Invader chassis, the pond and hoping that it will the Chairman, referred to the therefore, accommodates a racing come up and thank you at the end so ott, but is ovation and and that a now wing must be added Day why should not arrangements Institute, Putney Heath, in com efforts made to develop export car and also any special gear re- trade, ospecially for uero engines. quired for racing. Loading is done really an exceptional gold ash and thrown up the old practice of ile B.B.C. have now bought the free-mire Shop window in Hong report for 1981. Sir Malcolm Wat of the financini year: unless he is will show that those who have As forecast last August the be made to have a comprehensive bating malaria is reviewed in the

an examination to-day Thus, space has been taken at the by means of a winch and runways unless your goods have advantages pendence on the compradores Aero Show now open at Athene and the interior is fitted within the field of price, of quick de- their trade and who does for hold of two houses in Portland Kong How many British people son, it is stated, had gone to gines is shown Stted to the Fairey mobile garage. where one of the new Kestrel en werk bench, eto, so that it forms livery of ease of selling and all build up their own marketing place, W., adjacent to Broadcastilig here know or let it be confessed Northern Rhodesia to continue car. Firefly, the fastest single agater

the other points for which a buyer tems have reached a very different House. servica aircraft in the world, Many

looks-in other words, unless position from those who did not In the May Report it was reveal.net, or ever what Britain and the biology of mosquitoes, and study of these machines have already been

have the good fortune of a Ford and it is the latter who have had A PROGRESSIVE INDUSTRY will not bring you much satisfac. to keep up their profits, a procehouses was £50,000.

or Lever your Chinese venture to spread their interests in ordered that the proposed price for the Only a short while ago the manu with a real personal sales effort. conclusion cannot possibly bring won. You must follow your goods dure which, carried to a natural fucture of pétrol pumps and ap

The cecupients of one of the houses paratus of that nature was almost

Either in person, or by means of satisfaction to the manufacturers stated that he now pays rent to the entirely in foreign hands and it is, keenness and ability for overcom-following their stocks up the river, to vacate the premises in June, Rome trusted lieutenant whose whom they represent. The others, Corporation, and that he has agreed therefore, highly satisfactory toing problems has already attracted planting godowns and appointing note the great progress made by your attention, you must visit the their own up-country agents, stand. 1934. an all-British concern, the Ham-territory and form a general idea ing behind the dealers counters. mond Pump and Equipment Co. of the whole chain of distribution with their own sleeves rolled up. "No fewer than 4,908 entries were Last year they executed the largest to which you will be entrusting the and helping to push the goods off received for the Hillman Judge- export order for patrol pumps ever child of your labour. And what is the shelves into the astonished they fail to get, the business; it is a-car" eompetition; this was &

piced in England and in February more, you must repost this visit customers arms, have tun haavy frequently, because even were prices surprisingly high total considering alone this year their products were and renew that each competitor had to take, a sent to such places as Rangoon, pretty frequently after that, for in confiscation, by massaers and by them; similarly where quality is your acquaintances risks of loss by fire, by pillage, by level there is no follow-ups behind trial run in a Wizard and mark up Bombay, Jamaica, Athens and a special teab chart on which 24 Yokohama. Among other, interests } East does there exist such a strikever, have proved their action margin of profit for the mitin Vantage to this bourLEYE

no place more than in the Farfraudulent agents Results, how evan, they do not carry such separate features of the car had irg activities at the Acton works at ng paradox as one observes in justified There is a large body of man as do Continental or Japanning to realize, the we to be awarded points, in accordaans the present time is the manufacture the adjective so commonly ascribed opinion in China to-day which is de goods. Frefit can usually encourage home productes with the entrants' estimate of their

to this part of the world. They qualifying to supply the demand adjusted, expedilly fake halicacet trade had to bal respective merits.

that is because it is like the pig the same risk and do similar work that in both e-theme of the chastity much as call it unchanging" but actually or organizations which will take bulk of sale can be achieved so outside you see neither the suddenettes and fertilizers, Its skin so thick that from the for her goods besides, oil, cigar question is the necesity for ness nor the immensity of the exnoriments are being made, not use salesmay pagocaalis int

Successful marketing organization which will changes which it is constantly ably by organization under the ed in their job to travel shout undergoing

Coco oup than visit the im com mentioned above and not so alk

contro #the woman advertising country and travelling portes and the compradores and the question, whether to sdopt the out introducing "goods pains of trace the dealers and put yourself to the a

attitude people to bite their problemdwar most import-ramming up w new comer to that can only be obtained

town could make but contact wife that TEEN AAN

sunk, gando a huge total, 20 dealers in the form of crestzge of 23 more a person was assistance that can be given to had been informed that if an

A has been mid sight this and to less on imported goods the each year or home produced articles question of territory marketing is balance of trade would being studied very closely by those The reason why this had who have evolved the now form, of done before was that people had

the Empire col

A SUCCESSFUL COMPETI-

TION

..

The winner was the one whose judgment on the car most nearly accorded with the average of the experts, Bir Malholm Campbell, Sir Henry Birkin and the Hon. Mr. Victor Bruce, who had each filled up a separate chart

....

of -1,000 portable air compressors for the Dunlop Bubber Co

In view of the interest now being shown in results obtained by run

'ng busca and large commercial vehicle on fuel, all, it is significant that Hamoond metering columns are handling this fuel in several garages of the London General Omniber Co., and a sebarata pisat has retly been installed for in similar purpose for the Manchester

The South African Police, by the way, have just taken delivery of a Wizard saloon which is to be Corporation. used for guard work on the dia- * mond mines, for this special work)

it has be converted in an armour

jed oar with quarter a plating.

11

གམ 1:|:ཀྱི

IN THE PRIZE LISTS

FROM WASTE TO PROFIT

"two" away noen the main dition

may cost you a few diseim fort but the effort made my put "in" your grasp the lover that switches

It is not always realised what a the slow to the exp wealth of power lies in the waste oil which accumulates at galag01 and service stations from surdga

your train, of circumitănces from

In " Pro-depression" days sach gearboxes, otually, however

rear saw me the most sough his oil cru the employed to provide

IMPORTANCE OF ADVERTISING

WHAT IS THE FOREIGNER DOING?

iroot

This is hard to answer, because, azı överybody knows who h any experience of extra Europes Header the methods of salamanakis, advertiaing control and no better representative coming from each that Good aslermen are hard to and 191 keir country and the type of last word of

miter prizes at the various Bondout and we and for battery There is hardly any need to rub D'Elegances on the Hiviera fall to charging.

British cars on Which Fall d

loading coachbuilders are, shout "taf

thebeat advantage, how me

Even this year dyst 50 BETA

part in the ovenst

Fluding

In the worl

Rolls-Royes and a Hun

wuste.

thinfach in except that, in Chinn, and the manner in which he apsukedt

ing and they do not belt-batske friends Proaches his customers are utterly by and expect their friends to call in different. It is safe to say how- rine and buy from them. It is just the lever that whereas the British and espe difference between floating with the the American have good Lace in forms of hide and pulling op

Chine

iton and the Jap quresh By advertising in

charge batter

obst, so that

Empire are actually supplying in the possibility of large-scale experi menta on the value of certain new It is not only what the compare drugs. Much was hoped from new tively few British people can buy drugs, both from a preventive and to Empire Trade: it is rather in A here which fill make the difference treatment standpoint.

At the mines, where there was what the Chinese could buy if they effective mosquito control, a unique could.].2%

the Empire Marketing Board, said the native children from the roa

opportunity existed of seeing how Lord Derby, speaking, at Liver-quickly the new drugs could free that he believed this the entiraly laria parasites, which a high per pool at the opening of a shop of

ment would be inestimable” að-

political Huy British move cents of them brought into the

Sin Malcolm had Dominiona We were now

where he saw the and no

and it could only be gr

hond market first the Empire. He hope 20ould reрRY U

inference