The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1920-12-25
Wood Motors Company Con-
duets Successful Campaign.
Description of Selling Plan Told
in Trade Journal.
FAC SMILE ADS REPRODUCED
Cost of Selling Used Cars Was
Less Than $3.50 Each.
Firm Now Has No Surplus in
Storage.

dvertising-newspape advertising.
as an agency for the sale of all manner
of goods, has again and again proven
its value. Newspaper advertising,
when fitted to the commodity Which
it was intended to sell, has never
fallen down" on the job, as efficient,
economical and generally effective.
And there are very few things which
the man, woman or child of today
buys or uses, for which newspaper ad-
vertising is not fitted. The daily news
paper as q means of communication
between any and every man who has
something to sell and any or every
man or woman who has the desire for
that thing, plus the buying power to
secure 1t, is a short circuit, mega
phone thru which the seller may adj
dress, on favorable terms, a larger au-
dience than he could reach thru any
other agency.
Proven by Motor Company.
This has again been proven in
sale of used automobiles which was
staged during the recent months by
the Wood Motors company, of To-
peka. A description of the selling
campaign, and the newspaper adver-
Using which was its chief feature, was
found to be of sufficient interest to the
trade that it was made the subject sof
mobile Trade Journal The article is
written by A. V. Comings, editorial
representative of the magazine, which
is one of practically universal circula-
ton among men connected with the
automobile industry, from one end to
the other.
The article includes miniature fac
SMILES of advertisements which were
used by the Wood Motors company,
and for which space was secured in
The State Journal. The original ads
were half page layouts. They are, of
course, shown greatly reduced in the
trade magazine
The advertisements were written
and prepared by The State Journal
advertising department.
1t Sold Used Cars
Following a discussion of the fac
tors which made the used cars on
hand at the end of last summer some
thing which it was desirable, from the
viewpoint of the dealers, to move as
rapidly as possible. the article says:
1.-The plan used by N. v. Wood, pro-
prietor of the company, consisted es-
sential1y of a smashing advertising
campaign, in conjunction with a con-
centrated personal sales effort on the
part of his used-car force. 1t sue
ceeded, and in spite of the cost of the
advertising campaign as a whole, the
cost per car was so low that it proved
mighty good investment.
1t Appealed to Public.
"Mr. Wood saw no reason why his
advertising of used cars shouldn't be
of the kind that would hit the public
right between the eyes, and make it
sit up and take notice. And that is
just what it did.
He took half pages in the Topeka
papers. The advertisements carried
heavy black borders, the important
lines were in heavy black type, and
to each used car listed was given a
separate, heavily outlined square or
circle. In this outline the name of
the car and the price were shown in
heavy type, and a brief description
of the car was given in light face
type. The fact that he was selling the
cars at from per cent to % per cent
discount was given prominence.
Sold Sixteen Autos.
I'm the first eight days of the sale,
stimulate the public, sixteen cars were
per car was less than $3.50, Surely a
very reasonable amount.
1.-The campaign was a complete sue
cess and as a result of the plan the
Wood company now has no surplus of
used cars standing as a constant la
bility in storage.
MIR. Wood is firm believer in in
telligent and generous newspaper ad-
vertising as an integral part of mer-
chandising new cars, and his abundant
success in his territory would seem to
prove his wisdom in following out this
course