CAR ADVERTISING.

Auckland Star, Volume LXX, Issue 19, 24 January 1939, Page 11

CAR ADVERTISING.

NEWSPAPERS FAVOURED.

EXECUTIVES give reasons

Tlie new season's cars afe usually available In the United States in October nnd about that time the beads of publicity of the various companies usually have something to say about their intentions with regard to advertising. The newspapers have always received the lion's share and judged by recent announcements the proportion of the allocation for newspapers will be jrreater in 1930 than ever before. In the case of Pontiac the Tress is to set 75 per cent. "The newspapers' share of the 1039 budget," said Mr. Berend, "will be larger than in any recent year and may set an all-time top in the history of the l'ontiac car. "Not only wili newspapers get a larger share of the budget than in recent years, but the budget itself should be considerably larger than in 1938. "In laying our plans for 1039 we appropriated the largest possible amount to newspapers. We did this because experience convinces us that the newspaper display column is a better buy. "It gets the results we want, ft Is flexible, fust and productive. It brings Hi a I*turn x 'for a dollar invested." The Hudson Campaign. The last year has afforded a demonstration of the value of newspapers to the automobile 'advertiser which fully justifies the policy, followed by this organisation for years, of the greater portion of the advertising appropriation in newspaper space, says W. A. James, advertising director of the Hudson Motor Car Company. As our record indicates, wo have always been extensive users of newspaper advertising, and have had many examples of its effectiveness in closing the contact between buyer and retail dealer. But 1938 has emphasised the fact that newspapers present other advantages of great importance. The last year has been one when we have had to watch markets and sales opportunities closely. To get full value from our advertising dollars we have had to keep them mobilised for instant action. When sales opportunities in certain territories looked better than the average we needed to be in position to strike quickly—to throw quick and powerful support for the selling organisation into those areas. Newspapers have met these requirements admirably. The flexibility of newspaper advertising—the speed with whieh schedules may be placed, revised up or down depending on conditions and results—and the productivity of the nowspaper as an advertising medium have enabled tis to do the things which good advertising judgment told us should be done. Dodga Believes in Newspapers. Whatever story book plausibility may attach to the tale of the better mousetrap manufacturer whose doorsteps were worn thin by customers attracted by word of mouth reputation of his product —the public which now buy ß automobiles is too numerous and too to be familiar, from hearsay, with the merits of the cars we build the reasons why owners will benefi from buying them, says Emerson J. Poag, assistant general sales manager, Dodge division, Chrysler CorporationThat they do learn of these things, nevertheless, is largely due to the fact that we make it pur business to toll them by means of the printed word, chiefly through newspaper advertising The extent to which Americas newspapers figure in the affairs of a '"a""' faCturer like Dodge may be gauged by the information that a * vcrt i ßl " s h " ia „ ' ° formal announcements of the . ne . Dodge Luxury Liner is and willlb i running in 1540 different newspapers.