1967 Advertising Postcards

Between the 1950s and the '70s picture postcards were considered an effective advertising medium for automobile dealerships.  Typically the postcards, themselves, were produced by the manufacturer and made available to dealers as part of the factories' advertising support programs.

Dealerships addressed the postcards to their customer mailing list and, if the card didn't have a printed message, one would be added.  Often the message was nothing more than the dealership's name, address and phone number, usually applied with a rubber stamp.

Most often the postcards featured a picture (either a photo or an artist's rendering of a new model that was intended to bring customers in for a look and a test drive.  Sometimes, however, the postcards were used to advertise a special promotion, or even to encourage customers to patronize the dealer's service department.

The examples in this edition of Classic Cougar Treasures illustrate two distinctly different approaches to the use of postcards as an advertising medium.  This first was the result of a cooperative advertising agreement between Lincoln-Mercury and Master Host hotels.  While we don't know the details of the agreement or what other advertising materials in included, the postcard, alone, is an interesting piece of Cougarabilia.

The second postcard was used by dealerships to announce the arrival of the 1967 XR-7, and is a good example of an advertising postcard provided by the manufacturer with a preprinted message.  All the dealer had to do was add the dealership's name and an address.  This postcard is essentially a small version of the Cougar magazine advertisements used to introduce the XR-7.  Also, note the large (10-1/4 x 7-1/4") size of this postcard.

Lincoln-Mercury/Master Hosts Promotion

Size: 5-1/2" x 3-1/2"

XR-7 Introduction Announcement

Size: 10-1/4" x 7-1/4"