Chevrolet Maps Unified National Advertising Drive Publication: Automotive Daily News Dateline: Detroit, Michigan Date: 27 August 1925 Subject: Dealership Operations Topic: Chevrolet

Detroit, Aug. 26.—What is described as the most comprehensive and far-reaching dealer co-operative advertising campaign ever launched in the automotive industry is under way for the Chevrolet Motor Company, according to an announcement made today.

Four thousand newspapers will be used in the new campaign, which will augment the national advertising that is being carried by Chevrolet in the principal magazines of the country.

Explaining the high-lights of this advertising program, J. E. Grimm, Jr., advertising manager of Chevrolet Motor Company, said:

“It should be understood that this is not national advertising used locally; it is local advertising nationally directed.”

Co-operative features of the plan do not apply financially to the national magazine advertising. This is paid for from the company's general advertising appropriation, without expense to its dealers. And the dealers will continue to receive without charge the literature and window display service of the company. These are relied upon to supplement the unified advertising plan.

Brifly, the plan is as follows:

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 advertising campaigns, 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, thus taking most of the detail off the shoulders of the dealer.

An attractive angle of the plan, from the dealer's standpoint, is that he is guaranteed that every dollar he puts into the fund will be spent in his district for advertising—newspaper or outdoor. The costs of preparing and placing are more than covered by the Chevrolet company's contribution to the fund.

In conjunction with the plan, the Campbell-Ewald Company, advertising agent for the Chevrolet Motor Company is sending from its own organization fourteen field men, to be located at strategic points in the country. These member men bring the dealers into close personal contact with the main organization in working out advertising problems and assist individualizing the dealers' advertising while making it consistent with the program of a united appeal.

Individual dealer requirements are analyzed and the dealer is consulted in the choice of media in his territory. He is kept in constant touch with all advertising plans and gets advance proofs of all newspaper advertisements.

As Mr. Grimm puts it, “The guarantee to the dealer that his entire contribution will be spent for advertising in his own territory I regard as a second in importance only to the feature of a unified appeal.”