1944 Young & Rubicam Print Ad - Local Advertising Promotes War Projects Samples

Local ads that did good war jobs

THE TOTAL of all war advertising, local T retail advertisers have contributed an im-portant share.

That they have done so is greatly to their credit. The budgets of these advertisers, gener ally, are not large. They have merchandise to sell, and an almost daily need for specific adver tising on specific goods.

Yet, in spite of these things, local retailers. have prepared and published advertisements that have made a really valuable contribution to the war effort.

Four such advertisements are shown above.

It isn't just in our own private judgment that these are good war ads... that they have done

good jobs for the government and for the com-munities in which they ran.

It is also the judgment of the government agencies responsible for the war projects cov-ered the OWI, the OPA, the Treasury, and the WPB.

These advertisements were prepared by:

Lord & Taylor, New York City

The Dayton Company, Minneapolis, Minn.

Powers, Minneapolis department store

Miller & Rhoads, Richmond, Va.

We believe that local advertising is a particu-larly effective way of promoting war projects and getting concerted action on them from indi-viduals within a community.

Local advertisers are local people, known and respected in the community. This gives their war messages an added weight. It gives their appeals a personal and neighborly quality...a quality that makes them more effective.

By publishing these examples, we hope to stimulate the running of more and more local advertisements which will be helpful to the prosecution of the war.

If you would like to have full-size proofs of the ads reproduced above, you may obtain them by writing the stores that run them.

Young & Rubicam, Inc. ADVERTISING New York Chicago Detroit San Francisco Hollywood Montreal Toronto