Buried treasure
Sir: In his article on advertising (10 May) Roger Pemberton asks why it is that when BP claims to 'set the pace' in its advertising, it does not 'offer at normally manned pumps a pound's worth of petrol instead of a fixed number of gallons.'
The answer is that BP does. All Superblend pumps are computer controlled and can deliver a fixed number of gallons or a number of gallons at a specified price whichever the cus- tomer wishes. The customer only has to ask and a pound's worth of petrol can be put in his tank.
With regard to Mr Pemberton's comment on The Times full page colour advertisement on the subject of the BP Note Acceptor Pump, I should like to explain that this particular adver- tisement is one of a series of colour advertise- ments in the Retail Image Campaign which we are running for BP; these advertisements deal with a whole variety of BP'S activities, whilst the Superblend advertising he referred to is a separate campaign appearing on television and in the press.
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