Shenandoah herald. [volume] (Woodstock, Va.) 1865-1974, 1925-08-28
NEW PLAN OF CHEVROLET

The Chevrolet Motor Company has
announced cooperative advertising
campaign in connection with its large
dealer organization.
This campaign is further move
by the Chevrolet Motor Company in
its effort to obtain the most eeonom-
zeal distribution of its product 1t
is probably the most comprehensive
and efficient of the great advertising
campaigns in the automotive indus
try. Approximately 1000 newspa-
pers are being used.
Under this plan, the Chevrolet Mo-
tor Company in reality has become
the advertising department of each of
its dealers whom it provides with q
highly efficient and consistent adver
Using campaign.
In addition, it becomes possible to
key local advertising with national ad-
yertising and thus broadcast a single
advertising message at one time in
both national and local publications.
The cooperative feature of the plan
does not apply in financial way to
the national advertising used by the
Chevrolet Motor Company in the prin-
eipal magazines of the country. This
advertising is paid for from the gen
eral advertising appropriation of the
company without expense to the deal
ers. The dealers continue to receive
gratis the sales literature and the eff
fective window display service OF the
company. These displays supplement
the unified advertising plan.
In brief the plan is this
The Chevrolet Motor Company
charges a small amount for each car
shipped to dealers and credits it to
the Chevrolet Dealers Advertising
Fund. To this fund the company then
adds a substantial contribution from
its own advertising budget.
The company plans the dealer ad-
vertising campaign, buys newspaper
space, purchases and prepares art
work. sends the advertisements to
the newspapers, directs the printing
and display of outdoor advertising,
handles invoices and pays bills. The
dealers thus are relieved of vast
amount of detail.
A desirable angle of the plan is a
guarantee to each dealer that every
dollar which he pays into the fund
will be spent in his district for news
paper or outdoor display space all
of the costs of preparing and placing
the advertising matter being more
than covered by the Chevrolet Motor
Company's contribution to the fund.
In furtherance of the plan, the
Campbell-Ewald Company, h h
serves the Chevrolet Motor Company
as advertising agents and is one of
the FIVE largest advertising companies
in the United States, has sent out
from its own organization IA field
men who are located at strategic
points throughout the country.
These men bring the dealers into
close personal contact with the main
organization in working out adver-
Using problems and assists in indi-
vidualizing the dealers advertising
consistent with the program of uni
ted appeal.
4 The individual requirements OF
each dealer are analyzed and he is
consulted in the choice of media in
his territory. The dealers are KEEP
in constant touch with the advertis
ing plans and are given advance
proofs of all newspaper advertise
ments
1.-The guarantee to the dealers tina
their entire contribution will be spen
for advertising space in their dis
tricts l regard as second in impor
lance only to the feature of unified
| appeal" said j. E. Grimm. Jr-, adver
} Using manager of the Chevrolet Mo
: tor Company. 1t should be under
stood that this is not national adver
J Using used locally; 1t is local adver
/ Using nationally directed"
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