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The Automotive Chronicles

Monthly newsletter published by McLellan's Automotive History. Dedicated to literature collectors, restorers, museums, publishers, manufacturers and investors who collect and preserve automotive literature
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November 2006 Issue
 
ARTICLE
 
Planning an Advertising Campaign
By Sharon McLellan
 

General Motors decides it wants to focus its efforts on developing customers for the Buick line of automobiles in 1963. How does your local dealer know what to plan in the way of promotionals for those cars?

An ad campaign starts with approved ads, which will appear in local newspapers and magazines. Owners and managers of dealerships receive proof sheets showing the way the ads would look well in advance of the time that the ads actually appeared. Here are samples of advertisements, which were scheduled to run in 1963:

 
     


 
   


 
     

Each sheet has details for the dealer on which newspapers and magazines would carry the ads, what size they would be and when they would appear. Some ads would give the dealer the option of including the name, address and phone number of the local dealership in the ad.

 
 

Other proof sheets for other automotive companies were similar. Color ads were used in magazines, black and white ads in newspapers:

 
     
     
     
     
     

A wide range of promotional materials were made available to dealers, many revolving around the theme of the ads. Prior to the campaign a dealer would receive an ad planner book packed with actual samples of invitations to send to prospective customers and salesmen's notecards, plus photographs, photo renderings and drawings showing display packages that could be purchased to use in the showroom -- window trim, valances, pole decor, nylon crest flags, banners, car demo signs, ceiling mobile, name badges, refreshment kit, color and interiors board, album and folders, sales manual, postcards, Christmas cards, match books, swivel paint chips, etc.

 

Invitation which dealership could personalize

Announcement to showing
of new models

Salesman's blank
notecard
     

Showroom banners

Christmas card

Car model postcards
     

Matchbooks

Car model ceiling display

Jewelry and accessories
     
 
Model cars
 
     

What does all of this mean to a literature collector? 1) Not many of these books were produced; therefore, they are very desirable for a collection; and 2) photographs and samples shown are a guide to everything that was available in dealerships for the year - collectibles to watch for and add to your collection. Check out other Ad Planning materials at www.McLellansAutomotive.com/lit/bytype/dealer-inhouse/

 
 
The Automotive Chronicles, November 2006
 
 
 
 
 
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