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ble is somewhat higher, $1,790. "Drive in style for less per mile,"' is the slogan that points up the gas consumption savings for the four-cylinder British cars. The Hillman averages 32 miles per gallon and mileage as high as 44 miles per gallon has been seen on test runs. The transmission with four forward speeds which save gas on the pickup is another economy factor. Other sales points stressed on the air include the safety resulting from an integrated body and frame of all-steel construction, plus comfort and styling.
One strong prohibition that all d.j.s must observe is that there must be no implication that this is a midget car. Although smaller than American cars, the Hillman is still larger than the squeeze-size automobiles which most Americans do not like. Over-all length of the Hillman is 160 in. so that Rootes promotes it as a family-size car. Advantages of the smaller type car are emphasized by stressing the easy-topark argument.
All radio advertising is coordinated with promotion efforts in newspapers and magazines. The printed media advertising frequently includes mention of other Rootes makes, Humber Hawk, Humber Super Snipe, and the Sunbeam-Talbot. For its magazine advertising Rootes use such publications as Time, New Yorker, and Holiday to get a distinct class appeal.
The advertising policy of this company is still in a formative stage because of the newness of its sales effort r.nd the shifting of its market. "It really has been a great puzzle to us," says Wimbush. "When we first started out we were told that our clientele would be the three-car families. But as we analysed our sales later we found that many of our customers were one-car families. Now there is a shift back to the two and three-car families. A Buick owner, for example will buy a couple of Hillmans for the other members of his family. The car's lightness and ease-of-handling have particular appeal to women," he says. Another tip-off to the type of market that Hillman aims for is that a large number of sales are made to people traveling abroad. The cars are ordered and paid for here, then picked up in England. Then when the trip is completed, the owner can turn the car back to Rootes who ship the car back to the U. S. at the company's expense.
Travelers worried about service problems abroad are told that Rootes
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The "St. Louis Ballroom" plus is promotion! Bigger, better than ever! 24 sheets, exterior bus and streetcar cards, interior bus and streetcar announcements on Transit Radio, newspaper display ads, special mail promotions and personal appearances, promotion announcements on KXOK are scoring a wide plus for "St. Louis Ballroom" advertisers. Get details from your John Blair man or from KXOK today.
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M I KUMAR CHESTNUT 370U 630KC50OO WATTS «FULL TIME
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Represented by John Blair & Co. *" fc ^
21 MAY 1951
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