We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
'OOlVO-OtR
RENTAL SYSTEM
WORIOS F«S1!SI C»0*INC C«« BlNUl SISIfM
Win, place or show-
Econo-Car, number four in the $300 million car-rental field, rides radio heavily as it jockeys for number three spot
■ Take the heatedly competitive car-rental field. Introduce a relative newcomer, Econo-Car International, a firm that's just three years old. Pit it against the big-money, bigtimers who lead the field. And what vehicle will the newcomer use to promote its advantages?
Radio.
So sure is Larry G. Dixon, president of Econo-Car, that his advertising methods will pay off that he's developed a pet phrase: "Number
3 in 65," which means that his firm intends to climb from fourth to third position sometime next year. The motto — 3 in 65 — sounds a little like the combination to a safe. Actually, it anticipates the results of a safe combination — rentals and radio.
When Econo-Car appointed Mogul Williams & Saylor as its advertising agency in March, 1964, its entire previous ad appropriation had been earmarked for print — local newspapers, co-op dealer ad
When stage and screen star Bert lahr rented an Econo-Car, president Dixon provided curb service.
vertising and an occasional national magazine ad. Within three months, however, car-man Dixon and his agency had the budget of slightly under $900,000 divided equally be-, tween print and radio.
Econo-Car believes it may have been the first national car-rental system to use radio extensively. Whether or not it was the first to start doing so, it did start with a test campaign in the tricky New York market. The kick-off schedule '' of 162 one-minute spots per week was placed on five New York stations — WHN, WNEW, WOR, WQXR and WVNJ. On the theory that both long-range continuity and saturation are vital to the correct use of radio, Econo-Car signed firm 52-week contracts with several of the stations.
First target was to develop a strong corporate image for this relatively new firm and, of course, to attract potential customers' attention. The agency did so by employing a catch-phrase frequently used by Dixon: "Bright new star in rent-acar." The agency integrated a second copy point, "We got so big 'cause we charge so little," into a bouncy jingle that caught on almost at once. And New York dealers were quick to realize the support they were being given.
Anxious for immediate, not protracted, results, the client ran a spot check of dealers and radio listeners just three short weeks after its radio schedule began in New York May 4. Two important facts told them that they certainly had tuned in to the right medium:
(1) The company's cars-in-use
34
SPONSOR