Show ath LOAN DRIVE RESTS HEAVILY ON advertising advertising managers have a stake in this war just as great as the boys I 1 in the pacific island foxholes for every war bond bought and every line of cf bond promotion published is important to the war effort loyal phillips head of the newspaper advertising section U S treasury told the recent in meeting of the new england newspaper advertising executives association according to mr phillips the sixth war loan newspaper advertising series combines the following elements into a well rounded impression forming campaign 1 eye catching illustrations which can be relied upon not only to get attention but also to tug away ai these motivating forces patriotism anger pride self interest and religion 2 action gotting copy composed of simple 1 in ale vigorous words which registering forcefully on the intelligentsia intelli gensia can be easily and immediately understood by the simplest minds sa a short 14 said id the dramatic newspaper series will reach every prospective wax war dond and bayr will be understood by every prospective war bond buyer and wll v 1 l cause a majority of prospective war bond buyers to purchase additional bends the campaign includes 57 separate advertisements mr jr P phillips urged the ad exe executives to then their sales staffs that it 11 is their patrio patriotic tc duty and privilege to ecron m copl nd to their tasir accounts that libal L bial portions ol 01 or their allotted space be used to encourage the purchase of ad di dit ional bonus bonds many of americal Ameri caa largest businesses and industries he said have learned from experience that war boni bond bon i advertising is the best kind of institutional or cr 1 public ulic rel gioi s the hecht co haslim Was hison on D C receive received d mo diore re than letters commenting dav bramy on a single war ivar bond ad in washington newspapers to be successful I 1 ur ir phillips concluded the sixth war loan advertising effort must reach into every home again we must rely od on I 1 newspaper a advertising ver rt ir g to spearhead the attack because newspaper advertising is an unrivaled medium for delivering and convincingly vincin gly to every home in the nation |