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We're the Only Airline That Goes to Buenos Aires

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We're the Only Airline That Goes to Buenos Aires J. W\LTER THOMPSON COMPANY NEWS VOLUME XXI, NO. 29 FOR STAFF MEMBERS ONLY SEPTEMBER 9, 1966 Top 125 advertisers Pan Am gets Seymour We're the only spent $4 billion in '65 (and others) to BA airline that goes CHICAGO—The top 125 advertisers in in ten hours nonstop the U. S. invested more than $4 billion during 1965 in space, time and other as­ to Buenos Aires pects of advertising and promotion. NEW YORK—Pan Am used newspapers in the United States this week to announce That total, projected by Advertising Age additional nonstop service from New York nonstop. in its 11th annual compilation, published to Buenos Aires. in the Aug. 29 issue, represented a 5% gain from the $3.8 billion figure reached NY-to-BA is the longest nonstop route the previous year. in the air transport world—5,310 miles, And now 10-hour and 40 minutes flight—and Dan g Only 20 of the 125 leaders invested less Seymour traveled it this past weekend on we go four ^ during 1965 than during 1964; 101 in­ his first visit to South America. creased their advertising budgets, while the remaining four stayed at the same Dan took the Saturday night flight to times a week. BA, where he spent three days before mov­ figure. Add Sunday* to our big list of nonstops to B. A, Now you can leave ing on to Sao Paulo in Brazil. at 9 pm. on Monday, Thursday. Saturday—or Sunday. The increased advertising effort was And to make things even easier, swing out from the Pan Am Building He is scheduled to address the American to Kennedy Airport in just minutes on a New York Airway* helicopter. matched by a record of booming sales and On Tuesdays, at 5:30 p.m., you can still lake off with ui for Buenos Chamber of Commerce for Brazil in Rio Aires via Caracas and Asuncidn. earnings. In 118 cases, sales increased, Nobody flies to more of South America from the States. 13 cities. de Janeiro on Monday, Sept. 12. You can see them all, you know, on a round-trip, 30-day Jet Excursion with 42 companies setting sales records. to Buenos Aires—S550 Jet Economy, $715 First-Class President Special. On his way back to New York next week So see Buenos Aires. Ot see it all. Let your Pan Am Travel Agent The earnings of 102 advertisers rose (35 arrange il. Or call us. hit record highs), two held even and only Dan will stop off in Caracas. Tlicn fly away, knowing you've chosen the very best there ii. 17 firms showed earning figures that were Also on the trip from the New York of­ off the previous year's. fice is Peter Dunham, who took Pan Am's The Advertising Age compilation is an Thursday night nonstop flight to BA. World's most invaluable "source-book," detailing a my­ In Rio on Monday, Dan will be speak­ experienced airline riad of facts relating to the promotional ing on the subject of "Business Enterprise (Continued on page 2) —A Society Builder." SF scene-makers: 7-Up, stocks & bonds, olives SAN FRANCISCO—A major fashion pro­ ing back-to-school clothes, will be in color motion, a new magazine campaign and for the first time. budgetary approval for a forthcoming in­ The original television show had no dustry promotion is making news at JWT- hostess and no star and was shown only SF this summer. in the Bay Area. This year's "Let's Get The Fresh Young World of Fashion With It—TV Special" will be seen in promotion co-sponsored by Macy's Cali­ three markets: Sacramento-Stockton over fornia and Seven-Up Bottling Companies, KCRA-TV; San Jose over KNTV; and now in its fifth year, has fulfilled the ex­ twice in San Francisco over KGO-TV. The pansion predicted for it three years ago show theme, "Let's Get With It," is also the (JWT NEWS, Aug. 23, '63). name of a hit song by The New Arrivals, This year's half-hour TV special, featur- popular rock and roll group, who will pro­ vide special music on the show. They will also appear at several Macy's California stores in connection with the big promotion. Dorothy Gardiner will be hostess-commen­ tator for the telecast. More Macy's stores and therefore more Seven-Up Bottlers are involved in the 1966 venture and its related activities through­ out August. Seven-Up bars are installed in the Hi-Set department of each store, to re­ Weekly schedule resumed main in operation until school starts (about Sept. 12). An invitation to enjoy 7-Up NEW YORK—With this issue, JWT as Macy's guest while trying on new school NEWS resumes its normal weekly pub­ fashions is integrated into the actual script lication schedule. The next issue will 7LET'S GET WITH IT— A frame froAm the TV special appear under date of Sept. 16. ... a plus bid for the teenage market, ap- presented jointly by Macy's California and Seven- (Continued on page 2) Up Bottling Companies shows teenagers in the latest Young World Fashions enjoying 7-Up. Top U.S. advertisers 17 in top advertisers'1 list are JWT clients increased '65 budgets CHICAGO—Seventeen Thompson clients are numbered among the 125 largest (Continued) advertisers listed in the Aug. 29 issue of Advertising Age, as follows: expenditures of the nation's leading adver­ tisers. Client Sales Advertising Rank It is authoritative because all companies — in millions of dollars — are given the opportunity to supply and/or Alberto-Culver Co $ 88.8 $36 35 check the figures reported for them. It is American Home Products 809.9 comprehensive because it reports, for each 75 10 advertiser, a total expenditure figure, in­ Amer. Telephone &s Telegraph 11,323. 0 69.9 14 cluding monies spent in so-called "unmeas­ (Indiana Bell Telephone) ured media" such as direct mail, point of Chesebrough-Pond's 83.9 17.5 74 sale and premiums. Eastman Kodak 1,463.4 43 26 The trade publication noted that almost Ford Motor Co. 1 1,536.7 116.5 4 60% of the $5 billion invested in eight Lever Bros. Co. 456.3 90 7 measured media last year came from the Liggett 8c Myers Tobacco Co. 478.2 37 33 125 leading national advertisers ($2.9 bil­ National Dairy Products 2,017.2 56.9 17 lion). The breakdown by medium shows Pan American World Airways 669.0 17.8 72 these proportionate uses: Purex Corp. (Brillo) 176.1 11.5 111 461.2 Total 725 Quaker Oats Co 25.5 47 /Medium investment leaders % Radio Corp. of America 2,057.1 50.7 20 (in millions of dollars) Scott Paper Co. 460.9 23 55 Newspapers $ 813.3 $ 284.7 35.02 Seven-Up Co 40.0 16.9 81 Magazines 1,048.7 496.6 47.36 Standard Brands, Inc. 727.8 40.5 28 Network TV 1,260.3 1,090.7 86.55 Warner-Lambert Pharmaceutical 383.8 64.5 15 Spot TV 1,075.5 705.1 65.56 Farm publications 50.5 13.6 27.06 In addition, 20 of the firms among the leading 125 are clients of JWT in Business publications 682.4 84.5 12.39 Network radio 67.9 43.9 64.69 the international area. Spot radio 255.7 183.5 71.79 spotlights the people of Witter and their Variety spices client activities in SFO (Continued) special qualifications for helping investors pealed to in two 7-Up commercials and newsletter was mailed to 12,000. make more money. one Like commercial within the program. Seven-Up was featured in all window The advertisements stress that the JWT Posters, 22 x 16 inches, were produced and interior displays of Macy's where the client investment firm employs a special by JWT-SF for in-store displays at Macy's fashions from the television special were calibre of personnel, selected and trained and supermarkets. The red and black dis­ shown. Additional support appeared in for his intelligence, integrity and intuitive plays picture The New Arrivals and give Macy's newspaper advertisements. awareness of what is right for an investor's full details of the TV Special and the tune- JWT-SF writer Michael L. Brown wrote portfolio. in contest open to teenage girls. 60-sec. radio spots designed to encourage Each ad in the new series is specially Full information about the promotion participation in the Fresh Young World of designed to look different and "talk dif­ was included in the Hi-Set newsletter Fashion Sweepstakes. Robert Roat, repre­ ferent" than typical investment advertising. mailed by Macy's to the current 38,000 sentative for Seven-Up, coordinated all re­ Headlines state explicit selling facts yet Hi-Set members. This figure represents sponsibilities for the program. pack sufficient intrigue to draw the reader 26,000 more teenagers reached through An entirely new magazine advertising into the copy. Example: "Some of Ameri­ this medium alone than in 1963 when the campaign for client Dean Witter & Co. ca's Best Investment Advice Goes Through Shallow Water, Kansas ... (at 186,000 miles per second!)," (Incidentally, art WE USE SOME OF THE MOST director Ted Lyon had to rent an airplane ADVANCED C0MPUT0RS IN to find Shallow Water.) THE INVESTMENT BUSINESS The new ad series was written by Art Some of America's best investment advice Odell. Art director is Clare (Ted) Lyon, account representative is Michael S.
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