OCR Text |
Show CHEVROLET ONE OF BIG ADVERTISERS Another aggressive advertising campaign, with newspaper display columns carrying most of it, is promised for this year by R. K. White, advertising manager of the Chevrolet Motor Company. Long one of the nation's leading lead-ing advertisers, the Chevrolet organization lent its endorsement to the pulling power of the newspaper news-paper by using 8700 dailies and weeklies to announce its new 1931 car in November, the largest newspaper news-paper schedule ever used by the company since its inception. This move was made despite sub-normal business conditions and the generally slackened promotional activities of manufacturers in and out of the automobile industry. The company is continuing to use the radio and the screen to supplement and buttress the newspaper news-paper campaigns, just as they have always used national magazines, maga-zines, outdoor boards, direct mail and other media for the same purpose. pur-pose. The newspaper; however, continues contin-ues to form, the backbone of their campaigns and for the present at least will continue to do so. |