Business screen magazine (1946)

FOR BETTER UNDERSTANDING of Our Economic System — We Present These Outstanding Motion Pictures for Showing in the PLANT • OFFICE • OR COMMUNITY if DESERT VENTURE — Arabian-American Oil Company. 27 min. Color. Story of venture capital at work abroad. if ENTERPRISE — Cluett, Peabody & Company, Inc. 31 min. Color. The American Way al work in a small town. iiC GOING PLACES — Harding College (color cartoon) 10 min. Fun and facts about American business. •^ IN BALANCE — Burroughs Adding Machine Company. 32 min. Wise monagemenl of profits for security. •^ LETTER TO A REBEL — Small Business Economic Foundation. 18 min. One of the RKO-Radlo "This is America" series. if MAKE MINE FREEDOM Harding College, (color cartoon) 10 min. Doctor Utopia and the "isms" get the boot. ilC MARKS OF MERIT — Brand Names Research Foundation. 18 min. The history of trode morks and consumer protection. if MONEY AT WORK New York Stock Exchange. 15 min. Importance of maintaining free and open markets. ■^ OUR AMERICA — Dodge Dtv. Chrysler Corporation. 32 min. Dramatizes advantages of Americon way of ilfe. if UNFINISHED RAINBOWS Aluminum Company of America. 36 min. Color. Alan Lodd in a story of achievement. These ond more than 85 addifional films available FREE Of CHARGE through the courtesy of American Industry — Associations — and Foundations. They can be ordered individually or on regular booking schedules through Modern's Regional Film Libraries In all leading communities. A Film Program Service for Weekly Employee Showings Write for descriph've pamphlet on program service for weeftfy employee showings or "The Film of the Month" plan for community, club, or church use. MODERN TALKING PICTURE SERVICE, inc. 45 ROCKEL'ELLER PLAZA — NEW YORK 20 142 EAST ONTARIO STRE ET CHICAGO 11 Government Costs a Top Problem ANA Agrees at Annual Meeting ♦ More than 1,000 admen, at the 40ih annual meeting of the Association of National .\dveitiscrs in New \ork last month, balloted to disco\er what non-political problems admen considered of prime importance. .According to the vote, the problems ranked in order, as follows: (1) the high cost of government (2) labor-management relations (3) threat of socialism (4) strengthening the United Nations (5) the threat of Communism (6) moral and spiritual revival (7) stabilizing our economy (8) postwar conditions in our schools (9) strengthening our national defenses (10) Racial and religious prejudices (11) preserving our national resources (12) increasing foreign trade (13) improving national health, and (14) accidents. Gray Reports on Campaign Robert M. Gray, advertising and sales promotion manager, Esso Standard Oil Company, and coordinator of the Advertising Council's American Economic System campaign, reported on results of the campaign: (1) More than |3.000,000 in space and time has been contributed. (2) The campaign, which has had more than 500 magazine advertisements, use by 235 house organs and more than tv%'0 billion radio "listener impressions", was furthered by $100,000 apiece spent by General Electric and General Foods. (3) Newspaper mat orders for the campagin ads totaled more than 7,000,000 lines. More than 300,000 car cards have carried the campaign and 6,000 panels were contributed this year by the outdoor industry. (4) More than 650,000 copies of the council's booklet, "Miracle of ,\merica" have been distributed. Di'AL Rolf, of Advertising .Xdvertising really has two jobs, to sell goods and to sell the system, said Chester ]. LaRoche, head of C. f. LaRoche and Company and a fountler of the .Advertising Council. Speaking befoie the ANA, LaRoche further pointed out that additional money should not be spent for advertising vvhen more research and new ideas will multiply the money advertisers are now spending. "Spend time first finding out the right idea," he said. LaRoche urged formation of a business clinic to provide the information needed in a democracy. Vhe responsibility for keeping the American public alert to the necessity of the Marshall Plan was uiged on the admen by Paul Hoffman, Euiopean cooperation administrator. He urged the admen, who ha\e the know-how, to work through the Advertising Council to "win the peace." While an evaluation of the public service advertising sponsored and executed by the Advertising Council is very important to everyone in the advertising comminrity and to industry at large, it is not the only channel business is now using to communicate with the public on economic and social topics. Along with the activities of the Council, the ANA has long advocated the use of advertising techniques at the comiiuinity level and in a long-range educational drive, particularly in the realm of economic understanding. Wiley Discusses Stability Among the guest speakers at the ANA meeting was John E. Wiley, chairman of the board of Fuller and Smith and Ross, who, in suggesting ways of making advertising plans more stable, likened an advertising and promotion campaign to a wedge. "The basic elements of a good campaign 'wedge, " he said, "are advertising, promotion, education and action." Other speakers included M. L. Neison, exhibits manager of the United States Steel Corporation, who spoke on trade shows; Guy Beighoff, public relations director of Pittsburgh Plate Glass Company, spoke on his company's employe communication problem: Robert T. Kesner, Coca-Cola Company, on methods of increasing distributor effectiveness; Sherwood Dodge, vice-president of Foote, Cone and Belding, spoke on buying habits, and John F. Kurie, vice-president of media and research of the .-XN-A, reported on the business outlook. Film Committee's Clinic Saddened by the sudden loss of Douglas B. Hobbs, Alcoa film executive and an active leader in ANA film activities, the ,\NA film committee conducted a two-day clinic for members. Tom Hope of General Mills, assisted by other AN.\ film executives, helped to conduct the informal clinic at which member films were screened and candid opinions expressed on production themes, distribution opportunities, etc. • 10 BUSINESS SCREEN MAGAZINE ii ■lb