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Show Continental Oil Company Credits Newspaper Ads Giving due credit for the best year in i's history to the heavy use i.f newspaper advertising, the Continental Con-tinental Oil Company announced Monday that its 1938 advertising appropriations for newspaper space -rill be increased by 17 per cent over the 1937 expenditures. Continental during the coming year will allot to the daily and weekly press about 66 per cent of all that is to be spent on consumer media- and will place advertising in approximately 1250 newspapers. The new advertising will continue to deal with Conoco Bronze Gasoline Gaso-line and Co-c:o Germ Piocessed Mtor Oil and the action of this lubricant, due to the presence of a product of the research laboratories, laborator-ies, in forming an abnormally tough film that stays on metal surfaces even while the motor is idle, instead of draining off. The new campaign, which has been carefully checked for reader response in selected test areas at Colorado Springs. Colo., and in Richmond, Va., will also stress the position cf local Conoco dealers as "mileage me; chants" who are independent inde-pendent of the company and must deal with the customer on the basis of their own ability and standing in the community they serve. |