Some similarities to Cheltenham (the spur on the A, for example), but other details are off.

http://www.myfonts.com/fonts/bitstream/cheltenham/bold/testdrive.html?s=T+H+E+++U+N+A+P+P+R+O+A+C+H+A+B++L+E&p=24

"Motor Cycles" may be a different font, or a display variant -- note the double serifs on the C, which aren't in the bolder "unapproachable" setting.

It does resemble Cheltenham, but as you noted there are some differences, such as the R, and the serifs are not quite right (but close).

This sems like a good exercise for the McGrew book or the Encyclopaedia of Type Faces (Jaspert, et al). Was this ad in the US or UK? (Guessing the latter)

The ad was run in the U.K. It's a tricky one, it resembles a few fonts, but there are some quirky differences. The ad dates back to 1914, which almost makes it an antique face.