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SYNOPSIS OF CONTENTS
A Few Words about the Order Department
in Gothenburg
The author of this article describes briefly the
development of the Order Department from 1912 up to date. In
1912 only a few countries were supplied with ball bearings,
and among them France, U. S. A., Sweden, England and
Germany were the largest purchasers. The Company itself
developed very rapidly, and in 1915 the office moved into
a new building (which it still occupies) and the Order
Department was then divided into the Northern, English,
French and German Sections, taking care of deliveries to
the respective countries. This entailed increased work, and
at the same time control became more difficult, especially
as the bearing stocks were then very small.
This circumstance, however, was altered during the
years 1918 and 1919, when the main office moved into town
quarters. All export orders for ball bearings and castings
were again concentrated to the Order Department, which
remained in the factory office. The sections for pulleys,
gears and material for the foreign factories, previously
separate sections, are again incorporated with the Order
Department, which deals with all orders.
As is well known, new types of bearings and other
articles, with the exception of ball bearings and castings,
have been introduced during recent years, and in 1919 the
preliminary work was begun for the new Order system, this
being completed in 1921. Intimate collaboration with other
Departments of the Gothenburg Works and with the
affiliated Companies is, of course, essential for the attainment
of good results.
The effect of an advertisement is determined
by certain laws
The article describes the careful work that must be
bestowed on an advertisement in order to obtain the result
desired, and touches upon the principles to be followed so
that it may arrest the attention of the reader, awaken his
interest in the thing advertised and finally induce him to
buy.
This can be accomplished in many ways, but generally
speaking there are two different principles employed to
ensure the attractiveness of an advertisement, viz.
mechanical devices and interest incentives. The mechanical
devices include such means as for instance showing an
object in exaggerated size or surrounding an illustration
by a wide margin. Figures 1 and 2 show this type of
advertisement.
The following figures represent advertisements
characterized by interest incentives. Figure 3 thus shows an
advertisement, calculated to attract the attention of the
automobile world, and the attention of those interested in
coal economy will be drawn to figure 4. Advertisements
characterized by novelty or a certain sensationalism may
also prove very useful, and an example of this is the Italian
advertisement in Figure 5, showing an axle bent in a
railway accident, in which everything was broken except the
S K F-bearings. Figure 6 is an S K F-advertisement of
American origin and shows how the headlines and the
illustration together will catch the attention of the reader.
Figures 7 and 8 illustrate the Atlantic trip of the dirigible
ZR-3. Advertisements of this kind should, of course, be
inserted directly after the occurrence. Sometimes a series
of occurrences is also employed for advertising purposes.
An example of this is figure 9, showing a Swedish mail
omnibus, making its winter trips under severe road
conditions. Figure 10 gives what might be called a dramatic
representation of an occurrence. The commonest form of
advertisement is that describing the advantages of the
commodity in question, and an example of this is given in
Figure 11. The advertisement represented by Figure 12
shows the easy running of a ball bearing transmission
(although the hand is too big in relation to the
transmission), and Figure 13 is an Italian advertisement, giving a
comprehensible idea of friction. It is sometimes advisable
to draw the attention of the reader to the size of the
concern advertising, and SKF, with its imposing organisation,
has no hesitation in indicating this, as is the case in Figure
14. In Figure 15 it has been endeavoured to group together
several advantages of the advertised product, but as a rule
this should not be done. The text of an advertisement should
be as brief and concentrated as possible, and the
attainment of this object is often facilitated by the use of slogans.
It has become apparent in recent years that many big
concerns are endeavouring to internationalise their
advertising, and although about ten years ago it was not difficult
for a person versed in the matter to say from which country
an advertisement originated, the question nowadays is
quite different. In Figures 16 to 19, for instance, it might
be asserted that Nos. 16 and 17 are German, and Nos. 18
and 19 are French advertisements, whereas 16 and 18 are
German, and 17 and 19 are French. Many examples of this
tendency towards internationalism could be given.
Alterations in the S K F*Pulley
Experience has shown that the S K F-pulley is an article
having a good reputation on the market. It has, however,
recently been found necessary to make a few alterations,
the chief ones of which is that all the hub bolts have been
made stronger, and pulleys larger than 600 mm. in
diameter have been equipped with spiders of the heavy type, i. e.
those having key-seats in hubs and bushings.
Another alteration is that the loose pulley bushes have
been re-designed. The coverholders of sheet iron have been
replaced by 2 bandshaped holders. The present ball bearings
with clamping sleeve have been replaced by 2 ball bearings
of type 1500.
The screws in the rims have been altered so that the nuts
have come nearer to the circumference, thus making the
gap at the joint as small as possible.
The diameter of the pulleys has also been altered,
inasmuch as the diameters of the crowned pulleys have been
increased, and thus the size of a fast pulley at the edge will
be the same as that of the loose pulley, whereby the
difficulty in shifting the belt will be obviated. The increase is,
however, only 1,6 %, and will not cause any appreciable
change in the speed.
CJfézätà>
WALD. ZACH RISSONS BOKTRYCKERI A.-B.
GÖTEBORG 1925
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