Sponsor (Oct-Dec 1963)

[« titioii from sarmiis parts of tinI world. 1 To in.iintain our t'coTiomy an<l jkcep it (lyiiamif, "wv must coiitimijiilly develop new things to inaim|fac-tiir» . . . new tliinns to sell . . . ■and lu'w ways to sell the tliinus wtlinakf," (-astlt'iiian said. 'Those rliiiiijs create new jobs, more pay ii\eloix«s, more huyiinj power." (iastlfinan told liis andit'iKili( re is alu.us somi-tliiiiU new and lilferent on Madi.son .\vemie: adritisim; jH'ople around the couiii\ are .ilways trying to find new iiid Ix-tter wa\s to sell. Marketing not secondary but major cost of business III tar too m.iiiN Mistamts. Iiii.hh ial i.maueinenf has not \i-t nnder od the full extent and impact of evolution of marketini;. Mar inii "H'u need, hut in many cases ,r not \tt heen liiven. the full ;iport and know-how that protlue >ii manajiement counts on from irpi irate finance." accordinj^ to E. \ Kelle\ , \ .p.-ijen. mijr. of the mIs Kve Division of General hIs. \ddressinc the Boston chapter of hf Finaiuial K\ecuti\cs Institute. vclley said the eNcr-iiureasini; costs inarketini» demand the concern iinancial manauement. "Market _; no loniier represents a second IV c«)st of doinu husiness . . . Well T half the product dollar is lit after the product leaves the i.ice of m.nuifacture." In his speech last week, Kelley 1 '.;ed the financial executives to lit aside "myths" about marketinii. iiid work inste.id to develop new ! better ti-chniciues to help mariiiii; Mianaiiement." He mentioned ur marketing concepts now sururided In "mvths." "Actiiallv." he k1: V comfxmy can often determine, lore a product is nntioiuiUij vuir'cd, uhcthcr it icill succeed. "A conipanii < </n ineasure the ini ict and i(du( of it^> ddverti.tin'j. cx•iditure\. Droppim:, prodticts irhicli art proj\tal)le ri<iht now is not alijs the best advised course of aeII. iUtttim: market expenses is not tcays the uaij to boost profxtabilittj •1 lou-voUnne products." Kelley charged that financial ex cciitivfs are not "iloinu the creative job of fact-findinn and cvuluution they can do for marketiiii;. ( Nf.irkrtinu) is not yet offering the kind of support and encouragement and guidance it off<'rs to otlu-r arcis of compain op<>ration " kelle) N.ud Hnaniial man shoidd not "setund-nurss i sions and a( tions of i .. It ciUi, he add«-d. offer ,i \far ketin^ lUfds help, and financial management is unii|uelv «'<{nip|M-d f<) j>ro\ idf if " GMBs Lee Emmerich (I) sets shots 964 Rambler Classic off to flying start Crowd extras cheer wagon s night landing Stunt man "guides" car m dress rehearsal New way to beat tlie traffic .Automobiles, heretofore resigned to serviiiii their purposes on terra firma. ha\e taken to the air. To intr»Kluce its 1964 line. .American Motors lit»>rally 'flew' the new models into the Los .\ngeles International .Airport, while tv cann eras recorded the landings for a commercial on CBS TS's Danny Kaye Show. No. .American Motors has not •idiKil wings to its cars. Actually, tlu cars were rigced to tall cranes •Old flow n" from a height of 40 feet, gradually loweretl to the ground to give the effect of an airplane liml ing. The bri<4htly-lit Los Ancelcs Air port provided a backdrop for the i^ambler landinus. with princip;il airport buildings destxTnible in the distance as the cars "flew" by. one mtxlel after aimther. The cars made typical aircraft landinc glides, their "Hvinc apparatus" hidden b\ •'• night. The commercial, prtxhu-etl by Cie\er, More\-. Ballard. Bamblcr's agency, was filmetl by NIP Productions. The airi'Hirt arranged to liaxe tati runway 7K-2.5L closed to all real air traffic from 6 p.m. to 4 a.m. on .August 2.1 for the filmini;. .American ^ r of the Danny a . d its first HJ64-introductor\' commerci..lon2(i ' " ' ' ' ^^t is one of model-intrtxluction. 'ONSOR 14 OCTOBtR 1963 29