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Valve Ephemera: Mullard Advertisements (1950)
All from Mullard Electric Products Ltd., Century House, Shaftesbury Avenue, London W.C.2.

April 1950 - Portrait of a dealer

Can one showcard make extra profits?  This dealer - like hundreds of others - certainly thinks so.  By encouraging the idea of regular valve replacements he makes contact with prospective set buyers who would otherwise be content with indifferent reception.  That's why he is determined that the new Mullard Publicity is prominently - and permanently - displayed in his windows.

Mullard Valve Publicity is Backed by National Advertising in the Radio Times.

May 1950 - Picture of a dealer

Can one single window transparency really increase sales?  This dealer - like hundreds of others - certainly thinks so.  Mullard window publicity brings in customers who would otherwise pass him by.  And the reason?  It's designed to catch the eye of the man who knows that his set is no longer what it was.

Mullard Valve Publicity is Backed by National Advertising in the Radio Times.

 

June 1950 -Local Boy

Ever since Joe caught on to the idea behind the Mullard valve advertisements, he has never looked back.  The idea, of course, is simple. Advertisements of new sets are skipped by listeners who are "making do" with their old ones.  But Mullard publicity about valve replacements rekindles their desire for better listening.  So into your shop they come for advice about a new valve.  And then .... well, we don't have to tell you how to make the most of these opportunities.  
Ref: MVM 113
Portrait of a dealer determined to make a Profit
Mullard the MASTER valve means business
Ref: MVM 114
...picture of a dealer increasing his sales!
Mullard the MASTER valve means business
Ref: MVM 133
Local Boy Makes Good
Mullard the MASTER valve means business
Mullard Means Business

This two colour (read expensive) series from 1950 is targeting the dealer and his ever-present need to make better profit - what could be more appealing.  Using key points like "profit", "increased sales" and "makes good" is pretty hard hitting.  Coupled with the point of sale items is a parallel campaign in the Radio Times.  Clearly aims for the valve replace and update market for those sets that are not tied to Mullard valves.