ll im9* Kl SI 9HI IMBERS ONLY LIBRARY-' vol. xni, NO. 35 September 1, 1958 SEP % 1958

11E11 {LOOM STERLING LOWERS PRICES!

The same magnificent. M>li

ONEIDA SEEKS GREATER ACCEPTANCE FOR STERLING SILVER IN NEW FALL MAGAZINE ADVERTISING

New York... A bold step has been taken hasn't purchased any sterling silver be­ by Oneida Silversmiths to build a greater cause of high pricesj the family who began acceptance for sterling silver and to re­ their silver service, but cannot complete gain for it a higher position on the bride's it at current retail levelsj the prospect list of *%iost wanted" items. who is undecided as to what type of table­ ware to purchase — sterling silver, silver- The BSW spread above, which states that plate or stainless steel; and, lastly, the "only the price has changed,*1 announces Heir­ customer who can afford sterling, but com­ loom Sterling's exciting cost reductions in peting products claim her spendable income. fall magazines. Place settings in all Heir­ loom patterns will be available at greatly The advertisement which announces reduced prices through December 31, 1958. "Now you can afford the best" will run from September through November in brides' books, Oneida feels there is a great opportu­ SEVENTEEN, LADIES' HOME JOURNAL, HOUSE AND nity to sell Heirloom Sterling to the "Estab­ GARDEN and LIVING POR YOUNG HOMMAKERS. lished Family" market — to the prospect who MASHED MASHED • POTATO POTATO s,<*. mm ^

The photographs above are taken from a recent French's Instant Mashed Potato TV commercial. They illustrate the various points mentioned by John McMiliin in his "Commercial Commentary" in the August lo issue of SPONSOR. French's Instant Mashed Potato commercials praised in August 16 SPONSOR

New York... "It is a pleasure to see French's Instant Mashed Potato as a "com­ how French's faces its sales problems — plete, convincing, close-packed, smooth- those involved with introducing a new, and flowing sales talk." somewhat unbelievable, product to the special­ ized supermarket and grocery field, compet­ French's Instant Mashed Potato began ing with fresh, frozen and even canned po­ national advertising one year ago with a tatoes," states John E. McMiliin in his continuing sponsorship of four CBS-TV Net­ column, "Commercial Commentary" in the Aug­ work daytime shows. Local TV promotions in ust 16 issue of SPONSOR. He continues by major markets also have been used within describing the typical TV commercial for the past year.

Champion's importance in aviation safety

depicted in October advertisement

New York & Detroit... The dramatic photograph of an air rescue at sea shown at left is the result of excellent co­ operation between Thompson and the U.S. Coast Guard. The rescue scene was recent­ ly staged for Champion near Eaton's Neck off the north shore of Long Island. It called for split-second timing on the part of the Sikorsky helicopter, a Coast Guard cutter, the overturned craft, and a third boat used specifically to generate waves.

The finished BSW page is an accurate Q. Why do more aircraft the world over use reproduction of a Coast Guard rescue at Champions than any other spark plugs ? sea and will run in the October issues of A. In the air dependable power is vital! To get that same dependable power in LIFE, LOOK, SATEVEPOST and READER'S DIGEST. your car. put in new Champions every 1O.0O0 miles. You'll save gasoline, too! It is the tenth advertisement in the 1958 series which highlights Champion's dominance of the spark plug market. INSTITUTE OF LIFE INSURANCE SUPPLEMENTS NEWSPAPERS WITH MAGAZINES

FOR FIRST TIME IN ITS HISTORY

New York... Through a better apprecia­ tion and understanding of the life insur­ ance business' performance in three vital areas, new advertising for the Institute of Life Insurance seeks the one goal of a bet­ ter informed public. These three vital 0O much areas are: l) The place of life insurance in family lifej 2) The operation of the life to be insurance business in the public interest; and, 3) The position of the life insurance entrusted industry in the fight against inflation. with... The first goal will be sought through a continuance of the "Good Provider" series At first a parent's arms mark the boundaries of a child's world. (NEWS 5/5/58) which stresses the joys and But as the months and years pass, he pushes back those limits to responsibilities of providing for one's own reach eagerly for toys to play family. The first of these new advertise­ with . . . for things to leam. A teddy l>ear, a ball, a new ments is shown at right and will appear in book—each is a precious posses­ sion. But one of the greatest gifts is never found on the nursery over 560 newspapers during October. floor. It's tucked safely away. It's life insurance. Sufficient life insurance is a parent's prom­ The objective of a better informed ise of a full and happy youth for his child. It means that the child can choose his way of life when public is approached by describing various he is ready—with no need to take on adult responsibilities too soon. Life insurance —a couple of sheets of crackly paper . . . yet caught within its folds, the story of a child's future. INSTITUTE OF LIFE INSURANCE, THE STORY BEHIND YOUR LIFE INSURANCE-No. &8MadisonAve,New York 22.N.Y. When someone's counting on you.,. YOU can count on life One way to measure a business October newspaper advertisement is an example of the role played by life insurance in family life. —study its customers, one by one facets of the business on which the public is most likely to be uninformed. O'nne useful way to measure the progress man bought a small policy on his own life, to be of a business is to consider its customers not paid out in one lump sum to his wife. Nowadays as a group, but as individuals, and see how they he thinks more in terms of using life insurance The Institute's messages in this area are faring, one by one. to provide his family with a steady income. And often that opens his eyes to the need for more If you own life insurance, you'll be interested will appear, for the first time, on a sus­ of this protection. in how this works in our business. tained basis, in TIME, U.S. NEWS and NEWS­ We deal in figures every day. And one of the Meets other needs, too most significant figures is that the average in­ WEEK. The advertisements explain why the .And people are buying life insurance to meet sured family today owns about $11,000 in life other needs as well ... to provide an education life insurance business deserves the confi­ insurance. for their children, to cover the mortgage on their home, or to arrange for income on retire­ dence and support of the public by being Less than two years' income ment. Life insurance is more adaptable to fam­ competitive, efficient and responsive to When you compare this with only $5,000 for ily needs than it was years ago. each insured family just ten years ago, it looks When you add up the figures on the growth growing family needs. An example of adver­ as if American families have increased their of our business, you find that 109.million Ameri­ tising in this portion of the campaign ap­ protection materially. Yet today's figure of cans own $458 billions of life insurance. $11,000 in life insurance protection is the equiva­ pears at left. lent of less than two-years' income. However, the figure to keep in mind in meas­ uring the life insurance business is that all of Many American families realize this, because this protection works out to about $11,000 per they are continuing to add to their protection. insured family. And that's the average. The vast The third phase of the Institute's The growth of life insurance is born of other majority of insured families don't even have this things, too. For one, our expanding population much protection. advertising effort is an example of the has meant more and bigger families, and this in Institute's leadership in the fight against turn calls for more protection. Institute of Life Insurance Then, too, people are buying life insurance Central Source of Information about Life Insurance inflation. In this advertising, the Insti­ differently these days. There was a time when a 488 MADISON AVENUE, NEW YORK 22, N. Y. tute states the dangers of further infla­

October advertisement running In TIME, NSW5WEEK, and U.S. MEWS seeking tion and urges all segments of the economy to accomplish the second objective of the Institute's new campaign. to renew their efforts for a stable dollar* New member of Marketing-Merchandising Group

Salesman Advertising (Brings products (Brings people to store) to store)

I Store |-

1 Store Counter 1

Merchandising (Backing advertising with promotion moves more merchandise over the THOMAS BRADLEY -New York counter.•.faster)

"The urge to sell proved a stronger lure'

Tom Bradley feels that motivating Having joined Thompson recently, Tom salesmen to recognize their full potential is a merchandising associate and member of is the first important step in teaching the Marketing-Merchandising Group. Here selling and promotion. his experience will augment that of the Ac­ count Representatives in bringing to our At Frederick Stearns & Co. (pro­ clients the latest concepts in this field. prietaries and drugs) Tom was so success­ ful in activating salesmen's growth that Boston College, Tom's alma mater and he ultimately became Promotion and Mer­ located in his home town, believed it had chandising Manager of Winthrop-Steams, produced a major league baseball pitcher as Division of Sterling Drug. well as a good student. But the urge to sell, to work with and through masses of The Nestle' Company also found Tom people, proved a stronger lure. Bradley looking for ways to make sales­ manship more effective. At Nestle', he Residents of Tenafly, New Jersey, began to visualize modern marketing as the for the past ten years, Tom and his wife coordination of forces — advertising — now have five children. The oldest, a backed by display, promotion and merchan­ daughter, is 17 and the youngest, a son, dising. is just one month old.

A chance to test his concept (see Although most of his leisure time is chart, above right) was furnished Tom while spent with his family, Tom does manage to he was with Pfizer Laboratories aa Direct­ find time for golf on weekends. or of Sales, Advertising and Promotion.

PEOPLE

GURDEN MOOSER joined NTO last month as THE NTO ART DEPARTMENT will feature the an Account Representative. He was form­ artwork of Bertram Goodman this week in erly a member of San Francisco Office. addition to the exhibits being held over. EDWARD J. BURKE, also of San Francisco Mr. Goodman's mediums range from oils to Office, joined the Art Department of NTO water colors, temperas and lithographs. in August as an Art Director. BOB BOOTH He has exhibited at the Metropolitan Muse­ (NT) returned yesterday from a trip to um of Art, the Brooklyn Museum and the Lima and Santiago for Panagra. Art Institute of Chicago. J. WALTER THOMPSON COMPANY enlarges its Home Economics Center CREATIVE COOKERY CARRIED ON IN CHICAGO KITCHEN WILL HELP EXPAND MARKETS FOR OUR FOOD CLIENTS J. Walter Thompson recently enlarged the Home Economics Center to afford the best pos­ sible facilities in developing new food ideas to expand our clients' markets. This new Cen­ ter caps a 4.0-year history of client service in this area, which started in 1918, when Thompson was the first advertising firm to establish a built-in, full-time-operated kitchen.

mmmWFm? The reception room, offices, are colorful

Four work units for utmost efficiency Because of its central location, Chicago There are four work units in the new Cen­ Office, then as now, was selected as the log­ ter, each with its own double-oven Hotpoint ical place for the Center which is available electric range and refrigerator-freezer, sink to all clients coast-to-coast. Among these disposal unit, counter space and utensils. many food clients are: Atlantis Sales, Bowman There are two dishwasher^ a huge refrigerator Dairy, California Raisin Advisory Board, Chun for storage of prepared dishes. Concealed King, Kraft, Libby, Olive Advisory Board, shelves in the viewing room and in the long Pineapple Growers Assn., Quaker, Safeway hallway to the dining room guest entrance Stores, Standard Brands and Ward Baking Co. provide display space for hundreds of props.

"The Kitchen is a country in which there are There's a walk-in pantry. And a dressing room with lockers for clothes and uniforms. always discoveries to be made"

In the Chicago Office's first kitchen Clients view dish creations in the early 20*s, one day each week was pan­ Clients and Thompson members can see the cake day. Samples from the runs at the Aunt dish creations and talk over ideas without Jemima Mill, St. Joseph, Mo., were baked up going into the kitchen. The viewing roo% ad­ and reported on — a constant quality check joining the east end of the kitchen, seats 14 for our client. Among the latest Aunt Jemima facing a demonstration table and a counter, (Quaker Oats Co.) ideas vfaich were developed U X 11 feet, on which the dishes for a whole in the Thompson kitchen were novelty pancakes year's campaign can be displayed at once. made the new shaker way, for lunches, quick suppers, etc. The counter, indirectly lighted, goes through to the kitchen. Near the two sides The staff which helps to develop these of it are panels of wood that slide up and new ideas includes Mabel (Mrs. Paul) Anderson, down. Thus, foods appear on the counter as B.S., Director; Mildred Stall, Assistant; if by magic, and the kitchen is curtained off Cooks Annie Jersild, Fran Levine and Helen from the viewing room. The viewing room will Dehn; Secretary and Co-ordinator, Jo Brown. also be used for photographing record shots. It can happen all at once in the four separate work units, * each coranlete with modern equipment. Coming out of the oven in kitchen #1 (left) is old-fashioned johnnycake. In kitchen #2 (center) the question is: which serving dish best sets off client's chow raein? Kitchen #3 (right) piles up evi­ dence on a griddle that dairies have a summer sales booster in pancakes made with chocolate milk. In kitchen #4. (far right) cakes get final touches for client* s viewing. Setting the stage at the display counter, the wood panels are UJD

With a wood panel down, kitchen is cut off from the viewing room One work unit in the kitchen direct­ new products. It can inspire more "result- ly connecting with the dining room (below) fuln food advertising. is devoted to its service. For help on client food problems or In developing the Home Economics Cen­ advice on kitchen and household equipment ter the Company emphasizes the viewpoint and gadgets, address Mabel Anderson, Home that creative cookery, in the agency, can Economics Center, Chicago Office. help expand markets for food clients.

Creative cookery involves more than X X X X X X X the art of making foods look tempting and taste delicious. It can work out methods The Home Economics Center personnel: that get present users to use a product more often, can discover expanded uses that . daily consults with writers, art di­ attract new customers, and even suggest rectors, account executives

. creates recipes

. tests recipes

. creates food-serving ideas

, compares competing products

» prepares food for taste tests

. shops for picture accessories

, makes setups for layout artists

. demonstrates dishes to clients

, re-creates dishes at studios for paint­ ers, photographers (B&W, color, TV)

, advises on kitchen and household equip­ ment

, tests soaps, detergents, textiles, etc.

As the folding doors open (above), you see some of the hundreds of props conveniently at hand. Dining room in the distance

The dining room (right) is pleasantly Old Wil­ liamsburg; the walls are eggshell white, the draperies blue andwhit% the fixtures and the chair backs gold, rug Royal blue again m\Wt 9> \

;-TI,;a!l .

It can happen all at once in three separate serving dish best sets off Chun King's chow work units. Coming out of the oven in Kitchen mein? Kitchen No. 3 (right) piles up evidence on No. 1 (left) is old-fashioned johnny cake. In a griddle that dairies have a summer sales booster Kitchen No. 2 (center) the question is: which in pancakes made with chocolate milk.

Topping old-fashioned meat loaf with a lating inspiration in this experiment at the ment was a cake-decoration idea for a shorten­ including long-distance phone calls from 26 Cakes get final touches in Kitchen No. 4 for a for inspection. One part inspiration goes into mustard-spiced meringue was the sales-stimu­ Home Economics Center. Another develop­ ing which brought almost 80,000 responses, states and cables from as far off as South Africa. client's viewing. Other foods are being readied every recipe and every dish arrangement. J.Walter Thompson Company's enlarged Home Economics Center develops new food ideas to expand markets for food clients

Women now make pancakes with eggnog mix, meat loaf topped with a French's Mustard has become a versatile cook­ strawberry dairy drink and with chocolate milk! spicy mustard meringue. These are recipes that mother never taught! ing ingredient, popular the year round! Result: sales of Aunt Jemima Pancake Mix went ahead fast in the mid-winter months of this "Party Pancakes" This year housewives have learned how to promotion . . . sales of eggnog mix extended far beyond THE RECIPES were developed in J. Walter foods more effectively in advertising. It is an make meat loaf newly exciting with a fluffy the usual holiday season . . . more business not only for Thompson Company's Home Economics Center. endless source of food ideas of all kinds. mustard meringue—atop a mustard-laced loaf. Aunt Jemima but for hundreds of co-operating dairies. The Home Economics Center is an elabo­ "The Kitchen is a country in which there They've discovered how to turn good old hot The services of the Home Economics Center are rately equipped test kitchen which works full are always discoveries to he made" dogs into Barber-pole Franks—with gay, mus­ available to J Walt.pr Tlinmnann Comtifiny clients tard-spiced "stripes"—how to make a new kind throughout the world. Thompson offices can call on time for our food clients. Here food is an excit­ Account groups consult daily with the Center's home economists, discuss J. Walter Thompson Company has often dem­ of pizza with a heartier crust, a light and lively the Center and on Thompson's more than 70 years ing frontier which must constantly be explored. new ideas for food campaigns and taste-test newly developed recipes. onstrated that women can be interested not filling—both made with mustard. of experience on behalf of food clients. The Center searches for new discoveries that only in new food products, but in imaginative new uses for old products. For instance: French's sales curve has never looked better. If you want to know more about the Center, we will cause customers to use a product more will be glad to tell you. There are J. Walter Thompson often, or attract new users. The Center sug­ Once upon a time, mustard was a condiment Imagination boggles at the idea of pancakes Company offices in New York, Chicago, Detroit, San gests new products—helps develop and test that nourished with the hot dog. Now, with made with eggnog mix... yet women found them Francisco, Los Angeles, Hollywood, Washington, them. And it develops new ways to present advertising centered on fresh, new recipe ideas, delicious, as well as Aunt Jemimas made with D. C., Miami and the free world's principal markets.

This advertisement appears in: Fortune Magazine—September; Advertising Age—September 8; Western Advertising—September; Wall Street Journal (Pacific Coast Edition)—September, 1958