OCR Text |
Show Conoco Increases Ad Appropriation Giving due credit or the best year of its history to the heav use of newspaper advertising, th Continental Oil company has ai nounced that its 1938 advertising i apptfopriatidns for newspaper i space will be increased by 17 per cent over the 1937 expenditures, j Continental during the coming year will allot to the daily anal weekly press a'bout 66 percent oi j all that is to be spent on consumer! media and will place advertising in approximately 1250 newspaper: The new advertising will continue! to deal with Conoco Bronze gaso- line and Conoco Germ Processed! motor oil and the action of this (Continued on last pag) Conoco Increases Ads (Continued from first page) lubricant, due to the presence of a product of the research labora tories, in forming an abnormally tough film that stays on metal surfaces even while the motor is Idle, instead of draining off. The new campaign, whTch has been carefully checked for reader response in selected test areas at Colorado Springs, Colorado, and in Richmond, Virginia, will also stress the position of local Conoco dealers as "mileage merchants'' who are independent of the company com-pany and must deal with the customer cus-tomer on the bnsis of their own ability and standing in the community com-munity they serve. |