Show t Chevrolet StartS Big Advertising Advertising- i g Campaign am Another r aggressive advertising earn Cam with carrying the brunt of tie t yie e attack i is iii promised for this ye year r. r b by bl i. i R t f White advertising fj manager nager of U tho Chevrolet Mo o Company Long Lone Longone one of the nations nation's leading ad the Ch Chevrolet vr let organisation lent its Ita endorsement to the p pulling power Of the Ute newspaper by using eo 67 dames dallies and weeklies to announce it it ne new 19 1931 1 car car In November ove ber t the the e neWspaper newspaper schedule ever us used d by Chevrolet Chevrolet Chev ObeT- rolet In one campa campaign gr since the in- in n option of the company This move was made despite sub normal business lesil conditions and the generally slackened promotional activities es of oi D manufactures hi lri and and out of of the the automobile e Industry t We made this move move Mr White explained because we are in direct accord with the frequently frequently expressed ed edview view that that the only way to make bad business good and good b business ness better bet bet- beter bet ter is Js to put abnormal effort Into your activities' activities when you face sub normal conditions Not only did we carry the largest n fI newspaper schedule we ever used but we e enlisted new new forma of advertising to put our new car message across Both the radio and th the motion picture picture pic plc ture screen were added this year Both are new media In our program and ana both were added because a manufacturer tu tuner r T. T with a national market W In t ensly- ensly y- y ely cultivated cannot afford to overlook overlook overlook over over- look any new means of ot approach approach ch to to that tha market We are c continuing to use the radio and the re to supplement and b buttress but buttress t tress our newspaper camp campaigns just aa u uwe we have al ys used national magazines magazines maga map oUtdoor booM direct 1 a other media for the same p purpose The newspaper however continues es esto to form the backbone of our campaigns cam cam- and for the present will continue con con- to da do EO so 60 It in the parlance a athe the gridiron carries th the ball and the tho rest run Interference |