Show continental OIL COMPANY CONTINUES USING NEWSPAPER advertising newspaper advertising to assist a the local bulk plant and service station operators constitutes by far the greatest single item in continental oil companas Comp anys 1940 advertising budget A J rabe continental advertising manager said here today continentals Continent als entire cam campaign Is I 1 designed this year to help the local distributor of conico products to increase his business although the campaign will include almost every kind of successful advertising medium our unusually bucce saul marketing record last year when newspapers formed the backbone ol of our campaign was largely re for the bulk of our very large budget being spent for newspaper advertising small town newspapers incidentally en tally will hare in this p plan an as extensively as the larger metropolitan dallies dailies the campaign will include more than 1300 papers thru out the united states and h I 1 expected to reach more than readers As in the past this years campaign will be devoted to conico brona z z gasoline and conico germ genn groces ed oil and all advertising will be done in the name of the companas comp anys local mileage merchants |