J. WALTER THOMPSON COMPANY NEWS
VOLUME NO. XIX, NO. 40 FOR STAFF MEMBERS ONLY NOVEMBER 6, 1964 Nostalgia Is On the Air... CHASE & SANBORN 100th ANNIVERSARY RADIO SHOW FEATURES STARS OF THE PAST ON NBC NEW YORK — The sponsored network ing for several months, putting together Menjou and Veree Teasdale, Ogden Nash, radio show, once the mainstay of Ameri from recordings of broadcasts made in the Ray Noble, Jack Oakie, Margaret O'Brien, can domestic entertainment, is coming back. '30s and '40s, an unusual radio spectacular Mary Pickford, Rosalind Russell, James But it will return for just 55 minutes that will feature such great names of the Stewart, Alec Templeton, Rudy Vallee, when, on Sunday evening, Nov. 15, the entertainment world as: and Mae West. voices of broadcast stars of yesteryear will Edgar Bergen and Charlie McCarthy, Announcer on the show will be Jimmy fan out coast to coast from 185 NBC radio Fred Allen, Don Ameche, Ethel Barrymore, Wallington, one of the most popular radio stations in "The Chase & Sanborn 100th Major Bowes, Eddie Cantor, Maurice Chev announcers of the period, who worked "The Anniversary Radio Show." alier, Jimmy Durante, Nelson Eddy, W. Eddie Cantor Show" for Chase & Sanborn. Sparked by Norm Varney and Carroll C. Fields, Clark Gable, Dorothy Lamour, From 1929 through 1946, millions of Carroll, a team of JWTers has been work Charles Laughton, Carole Lombard, Adolph Americans used to set aside an hour every Sunday evening to listen to the Chase & Sanborn hour and its unending flow of Thompson Adds Ford Rent-a-Car Advertising comedy. Recordings were made of these DETROIT — An important new business Rent-A-Car System "an additional and im shows, and it was with about 40 hours of segment, representing a challenging adver portant phase in the total transportation such recorded material that Carroll Carroll tisement assignment, came to JWT late services concept which Ford Division be worked during September every night for last week with the establishment of a new, lieves should be provided to the public by about four weeks, selecting likely material nationwide car rental system by Ford Ford dealers." from the old shows that would fit well into Division. The new operation will provide for the the new one. Called Ford Rent-A-Car, the system pro rental of Falcons, Fairlanes, Mustangs, Working with these discs from NBC's vides for daily or weekly rentals of auto Fords and Thunderbirds. It will be imple files, Carroll took program segments that mobiles through established Ford dealers. mented market-by-market throughout the originally ran anywhere from seven to 12 L. A. Iacocca, Ford Motor Company vice United States during the next three months minutes each, edited them down, arranged president and Ford Division general man by approximately 500 Ford dealers already their sequence and wrote new transition ager, called establishment of the Ford (Continued on page 2) material to tie them together into one well- paced program. Five commercials, written by Harry Bressler, Vivian Graham, Car roll Raver and Carroll Carroll were then (Continued on page 3) Chun King Returns Starting today, To JWT-Chicago you can rent CHICAGO—Chun King has been reacquired as a client of JWT-Chicago. a car from a Ford Dealer Chun King Corp., Duluth, Minn., mar keter of packaged Chinese foods, will an right in your neighborhood! nounce next week the reappointment of JWT-Chicago as agency for its Chun King brands. The move will consolidate with JWT- Chicago the advertising for Chun King's frozen, canned and mixed products — now handled by two agencies. Chun King was a Thompson client from May, 1954 to April, 1959. MacManus, John & Adams, Minneapolis, will continue to handle the Wilderness brand of wild rice and Jeno's Italian foods, marketed by Chun King's Northland Di OPENER — Introduct vision. ory announcement Robert H. Beeby, executive vice presi for Ford Division's RENT-A-CAR new Rent-A-Car Sys dent of Chun King, noted that the ad SYSTEM tem, stresses conven budgets for Chun King foods have been "in USSIKHUI FMIICrlKD SYSTEM Of FORD DEALERS ience of renting from excess of $2,500,000 annually." Comment a local dealer, "right ing on JWT's appointment, he said: "We SIGNATURE in your neighbor believe the Thompson organization offers a hood." wide range of marketing, research and product publicity services that will occupy an essential role in our expansion pro gram." Thompson Adds Ford Rent-A-Car System famu enrolled as members—in 175 major U.S. markets. "The Ford Rent-A-Car System is de signed to provide neighborhood daily rental service for emergency or casual transport ation," Mr. Iacocca said. "All member dealers will be operating at 'off airport' locations, primarily from current dealer ship facilities." Currently, 60% of the na tion's you-drive business is accounted for in airport rent-a-car locations, with the WELL-TURNED—Frames from Command Hairdressing commercial show gymnast Ed Gombos remaining 40% originating from downtown demonstrating lightness as well as the grooming power of the Alberto-Culver product. or neighborhood offices. Mr. Iacocca noted that the "neighbor Command Commercial, on Football Telecast, Outpulls Average hood" daily rental operation—that area in which the Ford dealers will be operating— CHICAGO — How do you get maximum The 60-sec. version opens with Gombos currently accounts for approximately 16% audience penetration for a young man's rubbing a small amount of Command in his of the total daily rent-a-car business. This product? First, you develop a sports-ori hands. It liquifies quickly, and disappears segment of the market has grown from 1% ented television commercial. Then, you pre just as quickly after he applies it to his of daily rental business to its present level sent it over nation-wide football. hair, proving the lightness of the product. in four years. That's what JWT-Chicago has done for Then, Gombos goes through his paces on For about 17 years, Harry Treleaven Alberto-Culver's Command Hairdressing. the high horizontal bar. His hair stays in worked closely with all aspects of the Ford In 60-, 30-, and 20-sec. spots presented place, demonstrating Command's grooming Division account at JWT-NY. Last year, over NFL, AFL and NCAA telecasts, Ed power. he was reassigned as group head for Pan Gombos, former Mid-Western Gymnastics So effective did this commercial test that Am; but now that an additional area of Champion, demonstrates how Command is the 60-sec. version scored a 14.5 Schwerin, Ford advertising is called for, Harry Tre the "new third kind of hairdressing that approximately three times the product leaven is handling the new Rent-a-Car brings you the best of both hairdressing average for men's hairdressings. Service. Working with him are his regular worlds . . . the lightness of a liquid plus Nationwide football is a natural for Pan Am crew: Warren Pfaff, writer, and the grooming power of a tube." (Continued on page 4) Jack Frost, art director.
SOUND LEVEL (all readings in decibels)
ROLLS FORD ROYCE QUIETER BY 20 mph 4.9 40 mph 81.4 5.5 60 mph 2.8
( .IMllllt^ l. h> E , Item 11 B divided mail, hie . of Cambridge. Mass. Ihe Jnillisa.... . iljillt. 1|U.I •JrolldS liiiiesi .iL,n„m: tiiii.ul|i»|! The 1965 Ford 11. .>|s,-[i,,i ii itcad) 20. ill and firm li-sf ( 1 Hlllll I) bv the United t" mph mth .ill windowi aid vents • ...l- 1 \ks IISMD Ificl 1 t;i .tin us. ia ten ai l»o hiaiid-™-» ItoM.-Kciyce Silver . hl-h HI.I Iniiit passenaer Cloud III wlnns. V-S wuh automatic rf 11 M I Qt IPMI Ifl : Bnn?r* la-iinsriii.-pun. IKI iirm- m New York • nid aoaljzrr. Sir..'.?.' ea.ti lhr<-e lifts lord,, iiv..,diiiB tlmiuyh iliri\i i)iiM. |>. V,.y.tl,,.K-\lll.lllch icri haven't thought of the hundred! of new it'll find in any Ford •••, yourself. :,iveninieni and indusii fiesi year yet m p AW.' fhe tests « TistDrwe Tbnl fitfbnnince Sf FORD frvrd COMMENT AROUSER-A truly JWT-client team effort, this dramatic newspaper-size versions and a one-page magazine adaptation, advertisement has the industry talking. In addition to the above too. Ad lib radio and TV are also being used to spread the mes version, which ran in Life last week, a single page adaptation has sage, which was certified in test runs of three Fords against two appeared in Automotive News, there are standard and tabloid Rolls Royces, the latter obtained from separate dealers. Network Radio Show to Mark Chase & Sanborn s 100th Anniversary (Cont.) integrated into the program, and the entire spectacular taped under the supervision of NBC engineers. Included in the program, as it will be heard, is the live audience laughter of 30 years ago. Edgar Bergen, with his two wooden- headed friends, Charlie McCarthy and Mortimer Snerd, will act as emcee on the Nov. 15 show. He has been active in its promotion, too, making appearances re cently on The "Tonight" show and "Moni tor," and participating in other broadcast activities to acquaint audiences wth the facts of the upcoming show. NBC Promoting, Too The National Broadcasting Co. itself has been promoting the show to its own affili ated stations. Last week, it carried a 15- minute closed circuit program-again em- ceed by Bergen and McCarthy-playing up the value of the Chase & Sanborn spectacu lar to the station, and including sugges tions for local station promotion. At the conclusion of this private broadcast, pro RADIO SPECIAL TEAM—Intimately involved in the Nov. 15 broadcast of "The Chase & San motional spots of varied length were play born 100th Anniversary Radio Show" are (seated) Charlie McCarthy, Edgar Bergen, who ed, and stations throughout the country will emcee; Caroline O'Connor, spokeswoman for Standard Brands products; (standing, I. to taped them for later use on the air. r.) Daniel Sutter, "Monitor" producer, NBC; Tom Phillips, manager, advertising services Promotion kits, containing press releases, department, Standard Brands; Gnrroll Carroll and Dean Myers, JWT; James Wellington, fact sheets and merchandising suggestions announcer; Vivian Graham and Norm Varney, JWT. were also forwarded by NBC for local sta their representatives. In this area, the Myers of JWT-NY's PR Department. It tion use. Legal Department's Dick Zimbert, Broad includes a series of releases (on specially When the basic idea for the radio show casting Department administrator, played designed release stationery) to a list of was first conceived by Norm Varney in a key role, working out the details of ar about 700 radio and television editors, spe February and presented by him and by rep rangements with trade unions, and of con cial photos and montages of the big-name resentative Fred B. Thomson it was re tracts with NBC and others concerned. personalities whose voices will be heard on ceived with enthusiasm by Standard On the West Coast, where many of the the Nov. 15 show sent to 275 of those edit Brands executives. Months of detailed work stars and their representatives are located, ors, special promotional mailings (includ followed, not the least of which was the JWTers Tony Sanford, Cal Kuhl and Far ing a letter from James Marler, president matter of obtaining clearances for use of lan Myers of JWT-LA were called into of the Standard Brands Sales Co., to edi their material from individual stars or service, too. tors), and a broad program of interviews Deeply involved with the problem of and discussions about the program with leading syndicated columnists of the enter Broadcast Is Major Medium negotiating the time buy and clearances of tainment world. Chase & Sanborn's 100th anniversary the 185 stations was Eric Selch, of JWT- NY's Broadcasting Department. Every employee of Standard Brands will shows up in the client's television adver receive, along with his paycheck next Fri tising. "Home from the Store," a re An extensive public relations and pro motional campaign is backing up the Nov. day, a JWT-created leaflet promoting the cently introduced commercial featuring Nov. 15 show. a little boy, centers on Chase & San 15 show, aimed at both the listening public For both Norm Varney and Carroll Car born's age and experience as well as the and the grocery trade. roll, "The Chase & Sanborn 100th Anniver excellence of the coffee blend. The com Some 2,500 recordings have been made sary Radio Show" has extra meaning. mercial concludes with a new line: "What of the new tape, of which 30.0 have been Norm, who has been with Thompson for 19 Mr. Chase didn't know about coffee, Mr. distributed to radio editors throughout the years, started with Thompson by doing Sanborn did." The re-introduction of United States and the balance to key fig publicity for the original Charlie McCarthy Mr. Chase and Mr. Sanborn will serve ures in the grocery business. In connection show. For Carroll, there was the unique ex as a unifying element between the Regu with the product's anniversary, a "100th perience of hearing, on the recordings he lar and Instant coffees. Anniversary Coffee Sale for Chase & San born" is being featured by retailers, who listened to while preparing the new show, An improved Instant Coffee is now on some of his own original creative material, the market and advertising this fall has have been granted special allowances by the client, in order to provide them with written while he worked on the West Coast concentrated on announcing it. Chase & for JWT from 1936 through 1946. Sanborn advertising, both Regular and an opportunity to offer Chase & Sanborn Instant, is confined primarily to broad coffee to the consumer at reduced retail cast media. The heaviest emphasis is in prices during this period. spot TV, combined with network night Two special packages—a drum canister One Nationwide Broadcast time scatter plans on NBC and CBS and and a new American canister—have been NEW YORK - There will be but one radio in selected areas. Newspaper ad created and distributed, to carry out the broadcast of "The Chase & Sanborn vertising is used for promotional sup anniversary theme. Two television com 100th Anniversary Radio Show" on Sun port. mercials, stressing the experience and skill day, Nov. 15. Chase & Sanborn was a JWT account acquired by Chase & Sanborn in the deli Coming over NBC network facilities, through the 1930's and well into the '40s, cate art of coffee blending over the 100- it will reach the air simultaneously when the company was a major factor year period, are being used as spots throughout the U.S., at 7:05 p.m. EST, in network radio. It returned here in throughout the country, too. 6:0'5 p.m. CST, 5:05 p.m. MST and 4:05 April, 1959. Aimed at the consumer is an intensive p.m. PST. public relations program guided by Dean Command Commercial Triples Normal Pull (cont.) Command, for live action sportscasts get an audience with more men per units of TOKYO VISITOR - homes than any other type broadcast. Rene Van den Dreis- Where an average night-time spot gets an sche (c), who heads audience of 60 men per 100 homes, foot JWT market research ball gets 90-plus men. This is particularly activities in Belgium, true in the case of pro ball, which attracts visits with JWT-To kyo manager Don more younger men than college ball. Johnston (r.) and This TV buy represents a departure from marketing director Alberto-Culver's ordinary spot pattern. For Dr. Kinichiro Saito. the first time, the client has singled out a Rene, who was in sports audience for a major product pre Japan as a member sentation via television. of the Belgian Olym Twenty-eight markets, including Chicago pic fencing team, and New York, are carrying the spots. The stopped off at JWT- markets were selected on the basis of areas NY earlier this week on his way home. where business on behalf of the brand was good enough to show greater development potential. To supplement the football spot buy, two network participations and a number of late movie spots are scheduled in November. Up-to-Date Schedule of JWT Client Television Activity In addition to the broad variety of television programs late John F. Kennedy. (6:30 p.m., EST.) noted below, in which Thompson clients are intimately 2. The Institute of Life Insurance will sponsor the Grand involved as sponsors and participating advertisers, JWT Award of Sports on ABC, an event intended as a sports personnel has been instrumental in bringing together these "Oscar." (March 10,1965.) other clients and programs: 3. Eastman Kodak Co. will sponsor a series of weekly 1. For a 26-week period beginning Sunday, Nov. 8, golf matches on NBC, involving Arnold Palmer, Gary Play Aluminium Ltd. will act as a sponsor of the NBC show er and Jack Nicklaus. (Sat. afternoons, beg. Feb. 1965.) "Profiles in Courage," a series based on the book by the NBC CBS ABC NBC CBS ABC Sunday Thursday 7:30 Waif Disney's Wonderful 8:00 Donna Reed World of Color Singer Ford 8:30 Dr. Kildare Three Sons Kodak L&M Quaker RCA Warner-Lambert 8:00 Ed Sullivan 9:00 Bewitched Lever Quaker 10:00 Candid Camera 9:30 Hazel Lever Ford 10:00 Kraft Theatre/ The Defenders Monday Perry Como Alberto-Culver 8:30 No Time for Kraft Sergeants L&M Friday 9:00 Lucy 7:30 infl. Showtime Warner-Lambert 9:30 Bing Crosby Show 8:00 Farmer's Daughter Lever L&M 10.00 Hitchcock L&M 10:00 The Reporter Alberto-Culver Tuesday 8:30 Red Skelton McHale's Navy Saturday Lever Warner-Lambert 8:00 Mr. Magoo Alberto-Culver Libby 9:00 Mr. Broadway Wednesday Alberto-Culver 9:30 Burke's Law 9:30 Hollywood Palace L&M Warner-Lambert J. WALTER THOMPSON COMPANY New York News NEWS November 6, 1964 Workshop Group Presents Bubbly Lux Two hundred people recently left the 10th floor Conference Room humming a jingle for a non-existent product. The meet ing they had just attended was a session of Eyes on Thompson at which one of last * V year's Advertising Workshop groups had recreated their Review Board presentation of Bubbly Lux, a proposed soap for chil dren. J4 Workshops consist of a group of young professional people, chosen from a variety of departments and organized to constitute a regular account group. As they develop a complete marketing and advertising pro gram for a theoretical product, including the research necessary to formulate these programs, they learn the function of their own departments and a variety of others. They act in capacities generally senior to their actual experience in the company un der the direction of an experienced account man who acts as account supervisor. From Many Departments Backstopping Workshop #6 was Jim Kleid, account supervisor on Chesterfield; m the Bubbly Boot Webb Elkins of Research was coordinator. is a Brand New Bdthlub Joy! ny± Also in the group were Peter Black (Inter PRINT EFFORT-Four- national Billing), Pat Coyle (JWT NEWS), color page designed r f^t. i Sara Labas and Jeff Geibel (both of Public for Parents' uses Relations), Dick Rovsek (Representative), jingle copy, "recipe" and Dorothy Johnson, formerly of Media, format from televi now on leave to return to graduate school. sion campaign. She returned for the presentation. Most workshops are assigned a product; *6 was allowed to choose its own. This gave foe group freedom to work in the area of "* own choice but brought with it the re sponsibility of demonstrating the feasibility °' marketing the product chosen. A member of the JWT staff brought to -ne attention of the workshop a product A blue and yellow tugboat—bought in the several staff members, all mothers of young AU ^e had invented: a combination soap 5 & 10—had been decided upon as the proto children, drawn from different areas of the and bubble bath in tablet form, chemically type because it was appealing and was of a company. They were shown the demonstra r°rmulated so that-by a reaction some size and shape suitable for the soap tablet. tion film and by a combination of questions what, hke the fizzing of Alka Seltzer-it (In actual production circumstances, en and informal conversation encouraged to ould propel a capsule containing it around gineers would design a die to exact specifi express their opinions on all aspects of b- He envisioned it as a soap-toy. cations.) A demonstration color film—shown children's bathtime. A tape recording of at the Eyes on Thompson session—was the session made it available to all members Cost Data Obtained made by two members of the workshop, us of the workshop for further study. The group was enthusiastic about the ing their own small daughters and the pro Ct S Both consumer attitude studies pointed °fU ' Possibilities and set about study- totype boat. to the same conclusions: children loved bub nat ritChildren's bubble bath market, domi- With the physical properties of the prod y Soak ble baths; mothers liked them because they of . y and Matey. From analysis uct established, the next step was consumer were fun for children and made bathtime ailable riU(f^ market statistics they con- research. A questionnaire formulated to de happy, but didn't trust them to do a of « there Was room for the introduction termine consumer attitudes to children's thorough cleaning job. Many used bubble vant n6W product if it: had a marked ad- bath products and probable reaction to the bath to get the children into the tub, then kreakrT °Ver tlle otllers- A cost analysis proposed product was distributed by the washed them with bar soap; this reduced ffom based on information obtained Family Advisory Staff. (Workshops have no bubble bath to novelty status and made it ^a * variety of chemical suppliers and budget and must cover their own expenses, something of a luxury item. actur ,0a ing concerns, revealed that the but can make use of Thompson resources Product lus On this basis the product concept was disne - P a boat to be used as and call upon other staff members for ad finally formulated. The group envisioned the a 6r' couId be Produced and sold at vice in specialized areas.) 16 PriCe as its com etitors the product primarily as an excellent chil Won w™ P - Informa- The group also felt that a focused group dren's soap. The fun—a moving boat and ketinos*8 a'S0 obtained °n typical Lever mar- Costs interview would give them valuable first bubbles—was obvious-, but it was decided a t Jf » since this was envisioned as hand exposure to consumer attitudes. So an that the only way to attract and hold a large **»« product. informal luncheon meeting was set up with segment of the market was to establish Marketing, Advertising Plans for Bubbly Lux Presented (Cont.,) firmly a high quality image, to convince lent itself to use in a jingle which, although This commercialI,, presented as a series of mothers that this was a safe and effective as yet unwritten, had been decided upon as flip cards to the Review Board, was fib*"*fill* j soap for cleaning children. With this in an important element in the creative ap and synched with a voice-over track f mind, the consumer proposition was writ proach. the Eyes on Thompson presentation. r ten: When (PRODUCT) is used, bathtime An advertising and promotion budget Another 60" commercial, intended f is easier for mothers and fun for children was established on the basis of projected mothers, is based on a "recipe" format' because it is an effective yet mild soap and costs and sales, and a media program "Take on half-bathtub of water-warm an entertaining toy. worked out on the basis of sales objectives. one child — pint-size ... one Bubbly Lu ' A copy platform was written, actually, a Television was adopted as the primary boat—blue . . . and one amazing new Buk. dual platform to reach a dual market- advertising medium—with "Captain Kang bly Lux tublet—white." A series of 20" mothers and children. Although they were aroo" a network show to reach young chil spots were based on these commercials by no means contradictory or mutually ex dren, and spot buys to reach mother-child The print ad, a four-color page, show clusive, it was determined that advertising combinations. It was decided to use a print a family resemblance to the television ef aimed primarily against children would con ad in Parents' magazine as a supplemen fort. The first line of the jingle is used aj centrate on fun; that aimed against mothers tary medium, valuable because it would a headline, body copy talks to mother-! would lay proportionately more stress on gain for Bubbly Lux the Parents' Seal of about fun and effective cleaning, and 1 the quality soap image. Approval. sequence of small-size line drawings par The long process of name selection had A jingle seemed the ideal way to estab allels the recipe format. The main illustra been going on all this time, but it was not lish product identification for Bubbly Lux tion is of the Bubbly Lux package, a sturdy until the product concept and proposition so the group, after writing the words, cardboard package with carrying handle were firmly fixed that the final criteria which carries, in colored bubbles, many 0f counld be established. Dozens of names the important copy points. were created and then discarded as being Merchandising plans were also outlined overly cute, too contrived or too limited in complete with details of stocking and pr<^ their appeal. "Bubbly Boat" was one of the motional allowances for retailers. Plans first favorites but seemed to overemphasize call for retail aids including end-of-ais]t the toy at the possible expense of the soap; displays, "magic tile" floor markers, shelf the substitution of Lux, with all it connota talkers, and window banners, all featuring tions of a fine bath product, seemed to meet the Bubbly Boat. An inflatable plastic ver all requirements. Bubbly Lux had the sion of the boat itself would be made avail- quality sound the group was looking for, able to consumers as a self-liquidatinj: sounded like fun, appealed to both boys premium. and girls and to adults, described the prod uct and allowed for possible expansion of Color It Bubbly the line beyond the original tugboat. It also Publicity plans call for distribution of press kits, radio and television interview* sought the assistance of a jingle writer in on bathtime with authorities on child health the company. They came up with a catchy, and approaches to doctors, who are some easy-to-sing jingle which would make the times questioned by mothers on the merits Classified name almost unforgettable: of bath products. The Bubbly Boat, as per Bnbbl-y Lux in the Bubbl-y Boat sonified in the animated television commer HEAD (VECTOR) SKIS 205 (6' 9"). Used infre Is a brand new bathtub joy, cial, would be publicized as a lovable char quently for 3 seasons. Includes bindings. X. 3743 FOR SALE. Solid mahogany 5 drawer Victorian Makes the boat run, gets scrubbing done, acter in flip card "adventure" stories made chest, 29" tall, 52" long. Unusual handmade solid Every girl and boy loves Bubbl-y Lux, available to children's TV shows, complete brass hardware. Call MU 4-1311. B-Bubhl-y Lux, B-Bubbl-y Lux! with Bubbly Boat coloring books for dis ENFIELD JUNGLE CARBINE. .303 caribre. New tribution to the audience. condition. Unfired $20. X. 3173. The jingle was recorded, sung by a mem 1957 FORD SEDAN. 2 door, standard shift. $75. ber of the group, and used extensively in The group's presentation concluded with X. 2866 the sound track of all television com suggestions for further research which ELECTRIC SEWING MACHINE. Desk model. Light mercials. they felt would be advisable before attempt wood. $50. X. 2738. ing to put this product on the market: an EXCEPTIONAL VALUE TO RENT OR SUBLET- One 60" commercial, aimed primarily at 3 unfurnished air-conditioned rooms, new elevator children, features the jingle and the Bub extended consumer use test, a heavy-user building. 5 closets, full kitchen, free gas, window in bly Boat, an animated character who calls attitude study, a copy proposition test, and bathroom, 330 E. 85th, convenient transportation, to kids to come have fun in the bathtub. a TV commercial test. A test market was immediate occupancy—just $147. X. 3075 or AG 9-0583. urged as being of primary importance. Los Angeles was recommended for this purpose Pond's fo Play Santa at 40% Off because of demographic characteristics, Thanks to Chesebrough-Pond's, JWT suitability of available media, and corres ers will have a chance to do their Christ pondence with the Lever zones. JIVT Forum mas shopping early and profitably this year, through JWT client Prince Match • Eyes on Thompson—The second of a abelli. The complete regular line of three-week series on the editorial depart Prince Matchabelli fragrances will Art Exhibits ment. Sam Walker will take the audience again be made available at a 40r'c dis through the paces of analyzing the needs count. Fragrance tester sets and four- • Corridor Gallery 10th floor, Nov. 6-13. of a client and constructing a campaign to color literature will be placed on the Fashion photography by William Helburr. fill them. Phillips Petroleum will serve as reception desks of each floor early next He studied painting and sculpture at the the case history. Granger Tripp will fur week and order forms will be distributed Art Student's League, is an Olympic div ther develop the same theme with refer to staff members by interior mail. De ing champion and has raced Ferraris ir. ence to writing for television, drawing on liveries will be made in mid-December, several Grand Prix races. his Eastman Kodak experience, and Matt in plenty of time for Christmas giving. • First Gallery, 10th floor, Nov. 6-13. Harlib will carry the discussion on to tele NYO sales of Matchabelli products Experimental photography, called "Litzo- vision production showing how writers and have jumped from $1,500 in 1961, the graphs" by Otto Litzel. A prize-winning producers work together to produce a cam first year they were offered, to $4,000 photographer, he teaches at N.Y.U. anc paign. (Thursday, 1 p.m., 10th floor Con in 1963. has had one man shows in New York anc ference Room.) Washington, D.C. i