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.in leadership, all they need do is review histories >'i brew ;ries ih. it have missed the advertismi and slipped into the quag
MIL
Prcsidcnl and board chairman
kugusi \ Busch, li . is himsell
..unions "We have nevei made a
>ractice of predicting the outcome
>t the years ahead," he recently
old stockholders. Nevertheless, the
ompany's advertising finesse al
owed him to add, "We are confi
lent, however, ol oui ability to sell
uir fine products in increasing
unounts in the years ahead." I he
ignificanl word, ol course, is "in
ig " How Jo they manage it?
sseiin.ilK through advertising
illl GOLDEN KEY
\nd the key to ^nheuser's Mormons advertising impact is lerchandising.
Budwciscr's theory is that "any
promotion stands 01 falls al the
icaJ level." We've said this m the
ast, but we feel it bears repeating,
company spokesman has e\lained, adding, "Pick a Pair's sucess is due to main, manj people; ut a large share ol the credit tumid go to the radio ami t\ staons that have put so much effort no helping us locally ."
i i ike .1 quick look ni n
portion «>i the mi dia i o< »p< ration thai was won during last y< i ampaign
One station packed a pan ol
■d looking Mvks into a paii ol empty Bud ^.uin. tied the cans to gethei with ribbon, Muffed a card in explaining the /'/<A u i\u> theme and delivered them to 16 local ccutivcs who controlled food and
packatic-storc sales
\ pan ol kej ^ases marked
Ml and "\lis " uere sent
In anothei station to the homes ol all local Mud salesmen, jusi to an nounce a contest i«'i theii m m « ' \ third station delivered lunch
a cold can ol Hud. plus .1 ham Sandwich, packed in a basket with a led and white napkin to JO
pivotal retailers.
Vnothei broadcaster got his local laundry to use p/< / wrappers for newly ironed shuts Similar de-ins included matchbook covers in duplicate, double bottle
cappers, dual pocket pencil holders. sets of coasters, salts and peppers
\ not-so-botanically minded
station manager booted pairs oi
carnations lor delivery to Hud
tailers with a note that began, l "i
the sweet smell ol success . ."
Placards and signs bloomed on
ntcd bull. in.
i and b downtO
ben indott il > on
top ol mobile iiiul | and bald hi
Somi I \ tatii and 1 1 >
motion ballops produced by Bud wei . ncy . all gussied up with
Pici a Paii artwork < Kheri subtly
echoed the theme In word.::
their / V Guide ads "Pick "i top Saturday night shows
< )n the an promotion inclu contests to identify famous ^><n\ m history, prizes foi couples mat ing during the two-month promo tion, special welcomes to children (especially twins) born during the period, record-show plu ick
ing song-title duos and even contests foi picking a pan ol the hottest days good foi a cool drink ol
\K nthly papers, jumbo cards,
letters and sales bulletins and tTS intended folders went out in such
volume across the nation that many a postman noticeably bent under his extra load.
In Store promotions, besii the usual window and countei displays, featured /'/. J | i tie-ins With other merchandise One tion to supermarket mat
"li you've overbought brooms,
"nd 'l''ivis'"^ representatives gathered in thi poolside patio followin r Florida