Broadcasting Telecasting (Jul-Sep 1959)

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How to put in a full day's work . . . before breakfast Quaker Oats has to get its work in before breakfast or it's too late. So Ad Director, Robert Macdonald, developed a philosophy anyone can use— "Do it now ! Do it yesterday ! But don't put it off until tomorrow!" It's a formula that looks to the future and, for that reason, leads very naturally into selling more than just product. Develop a personality. Mr. Macdonald feels that incorporating public interest messages in product advertising is an excellent way to prepare today for tomorrow. "It helps develop a friendly, likeable corporate personality," he says. "And this is just as important as building a favorable franchise for consumer product. A favorable corporate image makes it easier to get credit in financial circles, to attract reliable personnel and makes our own shareholders and employees feel that their company is unselfishly interested in the nation's welfare." "And," adds Mr. Macdonald, "do it now, or it will be more difficult later." What was done? Mr. Macdonald asked his top management to get behind the Advertising Council ... to incorporate Council public service projects in all advertising of Quaker Oats products. Figures from October '56 through January '59 show how massive the program has been. Newspaper circulation carrying Quaker Oats ads in support of Council causes was 130,585,940; magazine circulation, 244,713,016; home impressions on TV and radio were 259,357,600 on network programs alone. a 9 You can benefit, too. You can help your company build a more favorable corporate image. Include Advertising Council drop-ins in your regular advertising; use a Council advertisement instead of "Compliments of a Friend" in your yearbook advertising; see that Council campaign posters are on bulletin boards in all your offices and plants. The advertising materials — reproduction proofs, newspaper proofs and mats, posters, copy for radio and TV spots, etc. — are free. The current campaigns are: Aid to Higher Education Better Mental Health Better Schools Crusade for Freedom* Forest Fire Prevention Red Cross* Register, Contribute, Vote* Religion in American Life Religious Overseas Aid Stop Accidents United Fund Campaigns* United Nations* U. S. Savings Bonds *Not year-round campaigns For more information send in the coupon below, or call the Advertising Council branch office nearest you. Branches in Chicago, Los Angeles and Washington, D. C. THE ADVERTISING COUNCIL, INC., 25 West 45th Street, ^SIMG ^ Now York 36, New York Please tell me how to tie • " in with the Council. COMPANY 106 BROADCASTING, July 27, 1959