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Show Unusual Way of Using Newspaper Advertising t ttM K AXA - L , - , t t-- , ; js...-. N ' - ..a....";... One cf tne most unusual ana dramatic ways ever conceived to exploit the use of newspaper advertising adver-tising has been adopted by the Continental Con-tinental Oil Companf. A novel contest con-test has been inaugurated whereby during the coming Spring months cars and trucks will be seen on the streets and highways cf some forty states plastered in hodge-podge compelling fashion with reprints of Cent nental's newspaper advertisements. advertise-ments. In addition to the circulation of ten million that Continental Oil Company gets for its advertising by using 1.363 daily and weekly news-'pnpexs. news-'pnpexs. Continental's avdertisementc through this unique stunt will do ouble duty this Spring. The un'que appearance of Continental Conti-nental cars and trucks not only serves to call attention to the Conoco Cono-co campaign now running in newspapers, news-papers, but also reminds Conoco ralesmsn of the tremendous number of car owners who read about Conoco Cono-co products throughout the year in their newspapers. It is estimated that more than 3,000 cars aind trucks will participate n thi stunt. Aside from these company-owned an operated vehicles, it is expected that a good percentage, cf the 22,000 Conoco dealers will likewi'e participate. Continental is one of the country's largest users cf newspaper advertising adver-tising and gives this medium a larse' hare' of the credit in achieving an 'ncr'ase of 60.4 per cent in sales of Conoco Germ Processed Motor Oil fince April. 1934. I Continental this year is celebrat-1 irg its sixtieth anniversary. It trepan tre-pan operations in Ogden, Utah in 1875. From a small distributor of Kerosene and lubricants long before the advent cf the motor car it has grown into one of the nation's lead- j ing oil companies. |