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1945 Theatre Catalog, 4th Edition, Page 466 (440)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 466
Page 466


1945 Theatre Catalog, 4th Edition, Page 466

Outdoor Advertising as Exploitation Aid

Advantages of 24-Sheet Posting Outlined As a Medium of Advertising New Pictures

Catching the publicis fancy is an important factor in theatrical advertising, for success in the show business often depends upon how receptive the public is to your offering. It is something like developing a demand for impulse purchase that consumers buy.

In both cases outdoor advertising is well suited to help.

For shows, theatres, and movies, outdoor advertising has many commendations:

(1) It is big and colorful.

(2) Its pictorial presentations attract attention.

(3) It conveys the glamour and humor of the Show to the public.

(4) Its dramatized appeal drives home the central idea or highlight of the show.

(5) It gets across the name of the show, the stars, the theatre, the date.

(6) It is always wide open to vieweto everyone.

(7) It reaches all groups of people.

(8) Itrkeeps repeating its messagemorning, noon, and night.

Let us look into some of the outstanding features of this outdoor medium.

THE STANDARD 24wSHEET POSTER is standardired throughout the United States and Canada. It is 12 feet high by 25 feet long. It has a standard white blanking around the advertisement, and has lattice work beneath the panel. The advertisement proper consists of lithographed sheets of paper which are posted upon



By C. D. MCCORMICK

Vice-President, Outdoor Advertising. Inc.

ATTENTION

Attention, one of the first requirements of any advertising, is a strong feature in outdoor advertising. Dramatized appeals so typical of poster advertising attract



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peoples attention and arouse their sympathy or desire for entertainment.

The 24-sheet poster is standardized throughout the United States and Can m r

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THEATRE

ada. Its over-all size is 12 feet high by 25 feet long. It has standard white blanking around the advertisement and has lattice work beneath the panel. The advertisement proper consists of lithographed sheets of paper which are posted upon the surface of the panel with paste and brush.

IMPRESSIVE

Theatrical posters always convey a forceful impression: pictures which portray the highlights of the show with maximum effect, pictures of stars who are known in every city and hamlet, who add glamor and interest to any offering, and short telegraphic messages that are grasped by everyone at a glance.

These basic elements make a powerful appeal to the public for they reflect the character of the show quickly, strikingly, and in a way everyone understands.

NAME ADVERTISING

Outdoor advertising has long been famous for its ability to present packages

the surface of the panel with paste and brush. Such posters, set along imporv tant traffic thoroughfares and in neighborhood communities, reach everyonemen, women, and children-of every group. Because they are big, they are "front page," compelling the viewers' attention to their compellingly constant suggestion.

CATALOG-1945
1945 Theatre Catalog, 4th Edition, Page 466