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R.H.A. Campaign Begins

27th February 1959
Page 54
Page 54, 27th February 1959 — R.H.A. Campaign Begins
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Which of the following most accurately describes the problem?

THE Road Haulage Association's longawaited publicity campaign begins next week. The basic scheme provides for 221 substantial advertisements to he published in national, provincial and Scottish morning newspapers, general weekly and monthly magazines, and trade and technical journals during the next 12 months. This period copld be reduced if a General Election became imminent, thus giving more concentrated coverage.

Excluding the trade and technical publications, the journals selected have a combined high-quality circulation of more than lm. Seventy insertions will be made in The Times, The Financial Times, Yorkshire Post, Manchester Guardian, Birmingham Post and Gazette, The Scotsman and Glasgow Herald; 49 in Punch, The Economist, Investors' Chronicle and Board of Trade Journal. and 12 irk The Times Monthly Review of Industry, at a total cost of £27,272. In addition, there will be 90 advertisements in trade and technical organs at a cost -of £4,500.

So far about £57,000 is available for the campaign, including £20,000 from headquarters funds. Subscriptions have failed to total even half the target figure of £120,000. The amount in hand, however, well covers the expected cost of £40,000 of the basic campaign.

Six different advertisements have been prepared. They all stress the flexible, per1320 sonal service given by the independent haulier, and the part he has played since denationalization in holding down rates.

One of the advertisements has been specially designed for use in provincial newspapers in composite features to be supported by advertising by individual hauliers.

The campaign provides also for first and second supplementary drives, making use of other newspapers and magazines. The cost of the first supplementary campaign, to be spread over 10 months, would be £23,965, and of the second drive, to be spread over seven months, £16,958.

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Other forms of public relations are also being used. Television advertising is not to be employed. Apart from the high cost of this medium, advertisements with a political background are forbidden.

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