Show advertising PROGRAM detroit midi tho the automobile dealer now has a voice in the national advertising ver program of his factory chevrolet dealers throughout the united d states are arc taking part in a unique series of adverl sing conferences being conducted by the chevrolet motor company these dealer conferences are held nt at the homo home office here under the general supervision of 0 H R K X white advertising ver manager one Is being held overy month this summer with a different group ot of dealers from different parts of the country present each time tho the object of these advertising conferences mr white WhIto explained ilia la to keep tho the homo home office constantly in touch with pro bilus faced dally daily by the tha dealers so that chevrolet advertising may bo be guided by actual field conditions and thus prove most effective the assistance given by dealers in these conferences ho he continued la is invaluable in adding to the efficiency of our advertising particularly the newspaper advertising which forms the greatest retail advertising force of each individual dealer while every type of 0 advertising newspaper magazine outdoor and electric spectacular signs and trado trade papers la Is discussed major interest attaches to the tha newspaper schedule because this makes up by tar far the largest part ot of the years budget there aro are now more than leading newspapers carrying the chevrolet message to practically every city town and hamlet in the united particular Parl Pari cular caro care Is in taken in selecting the dealers invited to these conferences some aro are chosen because they have very largo large car contracts others because their contracts are very small every dealer also comes from a differ c ont nt section ot of the country in this manner wo we get an ideal cross section of the advertising needs of all classes of dealers in all parts of the united states each conference conte ronco Is of two days durntion duration tho first day Is given over entirely to the discussion of 0 advertising in all its phases the second day the dealers are taken to the general motors proving ground whore where they are shown the rigid tests chevrolet cars undergo before they are put on the market |