Business screen magazine (1938)

our customer family is essential to the financial health of AnheuserBusch, which means you and me. If \vc help build up their moral, physical and economic confidence — we have done them a ser\ice, ourselves a service, and America a service. That brings us to the new soundmotion picture Rejlecting Our Confidence In America. If you think that this picture will or was intended to jolt people into suddenly scurrying around buying Budu'eiser, you are going to be thoroughly disappointed. This motion picture was not designed as a tool for immediate -iales. This picture was designed deliberately and carefully to be a business foundation builder — using confidence for stones and good-will for mortar. Have you ever asked yourself why a man goes into business — any business at all.' Surely, it isn't because he wants to eat today. His friends would feed him for a day, for a week or longer. He goes into business because he thinks of the future and his continued stability through every day of the future. .\nd the future is not some vague thing on a dim horizon. It is on you in the next moment — before you can blink an eye. Definition ot a Sale Your new motion picture is advertising, yes — part of Business's steady, long-haul, drop-on-therock advertising . . . advertising that is calculated to stay with people, nf)t wow them. Every wow in the history of advertising has ended in a poof. The man who thinks a sale is the mere exchange of a product for money is no salesman. A sale is really something with a slow and vague beginning — and it has no end. It is slow and vague in beginning because consumer acceptance always begins that way. The consumer reads about a product in an advertisement. If it is not purely a bargain-price advertisement, he gets an impression about the product. Subsequent advertisements expand that impression and shape it. Eventually he buys. Either he is pleased by the product or he isn't. If he isn't plea.sed. all the whooping and shouting that the advertising continues to do will not keep him sold on the product. If he is pleased, subsequent advertisements remind him of the wisdom of his choice, keep him .sold on the product and keep repeat sales clicking along. Budweiser's advertising — whether on posters, in magazines. or newspapers or in motion pictures thinks always in terms of repeat .sales, not a sale. Some advertisers are content to get their products on the dealers' shelves. We want to get ours on-and-off the shelves — repeatedly. Dealers are more interested in selling beer than in selling a brand. In order to build sales for Budiveiser we. and not the dealer, have to work on the consuming public. An Implement of Goodwill Your new soMnd-niotion picture is one of our implements for working on that public . . . gaining their confidence and good-will . . . making them partners of the AnheuserBusch buying and selling machinery. In your own interest, you should not judge the new picture by comparing it with our earlier production Something More Than Beer. These two films were intended to do entirely different jobs with entirely different groups of people. There is a definite contrast in concept between our two pictures and their spheres of usefulness. We know that a trip through our plant has a very favorable effect upon distributors and retailers. Our first picture was designed specifically to take those distributors and retailers through the ])Iant via a picture — distributors and retailers who could not visit the plant in person. It is a "plant" and "product" picture, of primary interest to those in the beer business and of lesser educational interest to the public at large. In our "plant" picture we talk of ourselves, our age. our size, our facilities, our skill, and our choice of ingredients and we reveal facts of self-interest to the beer dealer audience for whom the picture was primarily designed . . . Pointing to Re-Employment Your new picture was designed to lead other business men to imitate us and thus develop concerted action to reverse the attitude of defeati.sm and turn the direction of American thinking back to the road of employment. Thus, it was designed to meet the self-interest of a wide-spread public audience, treating as it does with a subject that is closer to the heart of each individual in America than any hobby or incidental or sectional interest. As far as the public is concerned, this is our purpose .... This .second picture. Reflecting Our Confidence in America is designed to reach the public. — your public, — the people whose goodwill you depend upon for your future sales and stability. For Audiences Of Any Size SLIDEFILM PROJECTORS Are Available I In Many Styles S.V.E. Model G, 300 Walts When you specify S.V.E. equipment in your sound slidefllm units or for silent projection, no compromise is necessary on brilliance oi pictures, film protection, or convenience of operation. S.V.E. sUdefilm proiectors offer a broad selection in style of model, light capacity, lenses and other accessories, ranging from 50 watt units for contact salesmen to 300 watt projectors for showings to the largest audiences. Each model (even the lowest in price) has a patented heat-absorbing filter to reduce the heat on the film and a releasing rear aperture glass to protect the slideiilm from scratches. You may choose equipment for slidefilms only or the versatile TriPurpose which shows single or double frame slide films and 2" x 2" glass slides. Soitd for ''^3Morc Brilliawit Stills"! Users of slidefilms, silent or sound, will find valuable data on efficient projection in this interesting folder. Mail the coupon for your free copy now. SOCIETY FOR VISUAL EDUCATION, Inc. Dept. SB, 100 East Ohio Street, Chicago, III. Without obligation to us. send "More Brilliant Stills" and full details on S.V.E. proiectors including the name of the nearest producer-dealer. Name Firm Name Address Number Eight 13