Milford chronicle., 1953-11-06
Chrysler Plans Great
Advertising Campaign

The greatest newspaper adVer-
tising campaign in Chrysler's 30
year history will use more than g.
300 newspapers for the 1854 Chrys-
Ter new model announcement pro-
gram, reports John H. CarOn, ad-
vertising manager, Chrysler Divi-
sion, Chrysler Corporation.
"In addition to using the most
powerful advertising in the 30
year history of the Company,
Chrysler, throughout the 1854
model year, will advertise more
frequently and use larger ads than
ever before" CarOn said.
The newspapers to be used in
the announcement have a combined
circulation of 62,000,00O and were
chosen to obtain maximum circula-
ton penetration into the 5000
counties in the U. S. that are serv-
ed by Chrysler's $500 dealers.
Caron said that this year 22,-
100000 families will be reached in
the Chrysler announcement pro-
gram through the use of Sunday
supplements carrying fOur-cOlOr
pages in This Week, American
Weekly and independent supple
ments.
Added to this tremendous cam
paign will be the impact produced
by the biggest national magazine
announcement and fOllOw-up ad-
vertising campaign we have ever
used" CarOn said.
"The announcement campaign in
newspapers and magazines will
constitute the first of a whole new
family of beautiful Chrysler ads de-
signed to sell the beauty, safety,
power and performance of the
great 1854 Chryslers. These ads
will high-light Chrysler's new
beauty, the new 235-horsepOwer
FirePOwer VS. engine and new
fully-autOmatic POwerFlite trans
mission to name only three of the
g. new features found in Chrys-
Ter for 1854"
The magazine campaign, empha-
sizing that THE Power Of Leader
ship Is Yours With Chysler", will
open with double spreads in four
cOlOrs in seven top national maga-
zines including The Saturday Eve
ming Post, Life, Golfers, Look,
Time, Newsweek and U. S. News
and World Report. Fifteen national
magazines will carry four-color
singler page ads. Among this group
are: Better Homes and Gardens,
Sunset, Holiday, Fortune, Harper's
Bazaar, Vogue, House Beautiful.
House and Garden, Town and COun-
try, New Yorker, Junior League,
DAG News, Social Spectator, Pro-
gressive Farmer, Farm Journal
and Town Journal. Black and white
announcement ads will be used in
a selected list of automOtive trade
magazines.
I'm order to add impact to our
announcement, radio and television
spots will be used by dealers
throughout the United States to
bring visitors in to see the new
Chryslers," CarOn said.
ITO keep his campaign moving
at a sharply competitive pace
Chrysler will begin nationwide
outdoor poster showing early in
the spring"
Caron said that many sales helms
have been designed to aid Chrys-
Ter dealers in the 1854 sales cam
paign. Among these helps will be
a tie-in with Chrysler's television
show, Medallion Theatre. which
will support the nationwide an
nOuncement; radio and TV spOts
to help build up showroom traffic
mailing to 100000 owners and
prospects of a special issue of
Chrysler Events magazine: movie
trailers in full color; outdoor most
ers; neon window signs featurine
! POWerFlite transmission, poweT
brakes and power steering: sales
literature, including full-line
folder; Windsor Deluxe. New
Yorker and Imperial catalOgs and
a mechanical booklet; a variety of
outstanding window and showroom
posters; high-quality lithOgraph
prints of 1854 cars for showroom
decoration; sales training material
which will enable the dealer Ia
sell cOmpetitively; slide films.
postcards; miniature scale model
cars; calendars; showroom ban
ners; invitations; and a plan book
outlining to the dealer proper pro
cedure in organizing his group fo1
maximum sales.
Advertising is prepared and re.
leased by decentralization. Inc.
Chrysler's national advertising az.
, ency.