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Show Oil Company Adopts Novel Way of Tieingln With Ne wspaper Ads ' One of the most unusual and dramatic ways ever conceived to exploit the use of newspaper advertising ad-vertising has been adopted by the Continental Oil company. A novel contest has been inaugurated whereby during the coming spring months cars and trucks will be seen on the streets and highways of some forty states plastered in hodge-podge compelling fashion with reprints of Continental's newspaper advertisements. In addition to the circulation of ten million that Continental Oil company gets for its advertising by using 1,303 daily and weekly newspapers, Continental's advertisements adver-tisements through this unique stunt will do double duty this spring. The unique appearance of Continental Conti-nental cars and trucks not only serve to call attention to the Conoco campaign now running in newspapers, but also reminds Conoco salesmen of the tremen dous number of car owners who read about Conoco products throughout tho year in their newspapers. news-papers. It is estimated that more than 3,000 cars and trucks will participate parti-cipate in the stunt. Aside from i these company-owned and operat- ed vehicles, it is expected that a 1 good percentage of the 22,000 Conoco dealers will likewise participate. par-ticipate. Continental is one of tho country's coun-try's largest users of newpaper advertising and gives this medium a large share of the credit in achieving an increase of GO. 4 per cent in .-ales of Conoco germ process pro-cess motor oil since April, 1934. Continental this year is celebrating cele-brating its sixtieth anniversary. It began oinrating in Ogden, Utah, in 1K75. From a small distributor of kerosene and lubricants, long before the advent of the motor car, it has grown into one of thu nation's leading oil companies. |