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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.
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Invitation which dealership could personalize
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Announcement to showing
of new models |
Salesman's blank
notecard |
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Showroom banners |
Christmas card |
Car model postcards |
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Matchbooks |
Car model ceiling display |
Jewelry and accessories |
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Model cars |
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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/sales-lit/bytype/dealer-inhouse/index.shtml
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