^tr=,rd"'ffi-lu HWtWffiF}=, Every square inch can sell

,THE advertising space on your r vehicles is extremely valuable if you use it well. But before you consider telling folks who you are, ask yourself what your vehicles themselves say about you. If your cars and trucks are getting a little old and rusty; if they smoke too much and look a little seedy people could get the idea that that's the kind of company you are. Any vehicle carrying your company name should carry it proudly on clean, well-kept vehicles.

And what about that name and the other important things you want to tell your customers and your community? If you are not sure, seek the best advice available to you. A competent desigrr or advertising service could help.

Together you will determine where on the vehicle are the best positions for your messages. Where will the vehicle spend the most time? [n daylight or darkness? Or both? Parked? In trafiic? Will your vehicles be seen more by pedestrians than by drivers? Is one group more important to your business than another? Perhaps you want the top of the vehicle marked, for the benefit of people in buildings who.either use your products and services" or should be aware of them, If you drive by night, consider re-

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A sharp looking vehicle is a good place to spread the word about your company . . here's how to plan it.

flectorized signs that "come to life" in the beam of headlights. What color scheme? What message? Do you want your vehicles to tell the story of the company's quality? Convenience? Service? Do you want other drivers and pedestfians to know your company is friendly? Fast? Efficient?

A great deal of research and ex- perience has been collected on vehicle identification. It is known, for example, that uniformity of color scheme and message on all your vehicles is important.

Pictures speak louder than words, but a short clear message is vital. Pictures can be of your producto serviceo or trade-mark.

The back of the vehicle is read best by other drivers. The front is read next best. The sides are most effective in town, where pedestrians will see them. Copy should be kept at pedestrian and driver eye levels.

Studies have shown that no matter how well desigrred your message, a more important consideration made by pedestrians and drivers is the cleanliness of the vehicle.

Even more important than cleanliness, the public is most concerned about-and reacts most strongly tohow courteously the vehicle behaves.

The public you need to infuence reacts to your vehicles almost as if they were human representatives of your comPany.