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Mobil gas campaign
used to attract male audiences to new High Energy Gasoline
(i.isoimc. as demonstrated I at such racing classics as the Pike's
!* Peak Hill Climb, the Indianapolis 500 and the Mobil I conomj Run (see illustrations). \ sixth t\ com mercial shows various Mobil dealer sen ices Although t\ is getting the giant's share of the near-$5-million budget, magazines will realize a $750,000 gross from the Mobil campaign. One and two-page, four-color ads will feature a varictv of Mobil services in / ife, I ook, Sports Illustrated, Motional (ieographic, Holiday and Sunset.
Also, special material is being
prepared for Mobil's 30,000 dealers
to introduce the new campaign to
them and keep them appraised ol
its progress \ dealer's brochure
vill contain information about the
iompany's High Energy Gasoline,
reproductions of the t\ storyboards,
schedules and previews o\ magazine
ads, plus a calendar of Mobil events.
Deluded in the calendar is a list
I all the company's promotions
rom earlj Jul) until the end of
ie \ear.
The new Mobil campaign for igh Energy Gasoline replaces the jCOmpany's previous campaigns for Megatane, which have been running isince 1961 I otal advertising e\(penditures for Megatane were as
J. D Elgin (I), Mobil's advertising manager, reviews storyboards for network tv campaign with Victor Armstrong vice president and group head of the account Ted Bates
follows: $4,150,000 in ll>M (for
the Sept. 25 to Dec 31 period onlj i. $5,250,000 in 1962 and
$7,250,000 m 1963 Megatane m\
vertising was always tv-oriented, as is the new High Energ) Gasoline
campaign.
"The Megatane campaign en
joyed high public acceptance and helped build our sales." Elgin ports
However, oui consumer research has shown the new campaign to be still more persuasive in several ways, and it should do an even bettei job," he s.ivs ■
FINISH
.
July 13, 1964
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