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15,000 "Mary Poppins" dolls and 85,000 records i'caluring songs from the movies sound track.
"Match and Win" game cards have been distributed to consumers which they can match against a "prize panel" printed on Kraft Chocolates in-store display signs (which, of course, carry out the theme of the movie tie-in). If the card holder sees a prize through the perforated hole in his card, he wins that prize.
C&H Sugar: This major regional brand, whose marketing area includes 28 western states, has tied its entire fall promotion to the Disney musical, according to C&H's W.M. Lamb, general sales manager, who admits to having "in the past discussed with Disney a number of possible projects without finding an ideal vehicle for a joint venture."
The "ideal vehicle" fell right into C&H"s corporate lap. There is, it seems, a song in the film called "A Spoonful of Sugar," in which Mary Poppins:
". . . helps the medicine i^o down
In a most delii^htjid way . . ." by giving her youthful charges some sugar as an aid to downing some foul-tasting medicine.
On tv, commercials for C&H, which are created by the firm's agency, Honig-Cooper & Harrington, blend about 30 seconds of footage from the Disney film with 30 seconds of the "Kids and Cane" commercials which have been used to strong sales effect for C&H for some time (see Sponsor, March 23).
A parallel spot radio campaign blends a portion of the soundtrack song in minute commercials with the C&H jingle, with room for a 15-second dealer tag.
C&H's winter campaign so far has called for some 2000 minute spots on tv in 40 markets, and about seven times that number of radio minutes in 43 markets.
National Sui^ar: A tie-in for this eastern brand's Jack Frost sugar products is basically similar to that of C&H outlined above.
"Mary Poppins" footage is being used in Jack Frost commercials in a heavy schedule of minutes in the 12 largest cities east of the Mississippi. The commercials, and a backstopping print campaign, are also plugging a special offer of a sugar spoon premium, which relates nicely to the "Spoonful of Sugar" number.
Other Tie-ins: McCall's, a maga
zine which plugs its promotion! heavily in sponsored spot radi( commercials in major U.S. markets is featuring a pattern for a "Marj Poppins" 17-inch doll. Anothe: planned tie-in is with a nationally advertised cereal, which will use s "Mary Poppins" toy as an in-pacfc age premium. This promotion wil be air-sold via minute tv spots slotted on more than 60 stations across the country and aimed ai the moppet market. Other promotions are planned.
The Disney-owned distribution firm — Buena Vista — which han dies domestic bookings of "Marj Poppins" is also an active radio-tv advertiser, and is a firm believer in the promotional values of air media
Disney network announcements for "Mary Poppins" were launched on NBC-TV in August. Coinciding with local engagements, Buena Vista and local exhibitors are buying tv time for 60-second and 20second spots, and placing five different radio spots which have been created with 30-second, 20-second and 8-second versions.
As there frequently is in movie advertising, there is an element of "You scratch my back, and I'll scratch yours" in the Buena Vista spot campaigns. Final approval of
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Stars of Disney musical will also be seen and heard in local-level radio and tv campaigns keyed to launchings of "Poppins" in major U.S. cities. 30 SPONSOR
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