Sponsor (Oct-Dec 1964)

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THE CHANGING SCENE $24 Billion in Advertising Predicted for 1975 Dan Seymour, president of the J. Walter Thompson Company, the country's largest broadcast billing agency, predicts a level of national advertising in 1975 of $24 billion annually. He estimated that $14.5 billion would be spent on advertising this year. Seymour made his prediction before the Economic Club of Detroit last week, on the eve of the 100th anniversary of the J. Walter Thompson Company The company is expected to place a record $158.9 million worth of broadcast billings in 1964. Seymour said a $24 billion advertising budget in 1975 would be needed for a projected trilliondollar U.S. economic output that year. In pointing to the economic expansion, Thompson described advertising as "the main educational and catalytic force in improving living standards." "In advertising," he said, "We are the brokers between the ideal and the real. We may suffer at times from our own crudities, and from the fact that modern advertising is only one hundred years old, but nonetheless we have become a major civilizing force." In his remarks, Seymour called on American business to seek markets outside the U.S. He noted that only four per cent of all American companies presently market their product abroad and invited the others to "come aboard." "Move out,' he urged. "If a small French perfume outfit can become an international trader, so can you. Put a tentative foot in international waters. All you have to have is a product, a material, an article or a service you believe in." Holland House Imperial Gives Royal Treatment The royal treatment for palate and pocketbook is the promise of a new ad campaign, breaking this month, for Holland House Imperial Blend instant coffee. To taste appeal of new blend, introductory ads add a novel, three-part, money-saving offer — combining 20 cents refund coupon with 20 cents off label RTNDA AWARD WINNER giiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiinniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii I MILLER BREWING SIGNS '65 MBS CONTRACT I 1 Miller Brewing Co. has renewed its contract for the balance of 1964 and taken out i 1 a new contract for all of 1965 over Mutual Broadcasting System. Shown are Clyde 1 i E. McDonnald, director of advertising, Miller Brewing Co.; Ray M. Smith, sales man 1 1 ager. Mutual Broadcasting Co.; Robert F. Hurleigh, president. Mutual Broadcasting g M Co. and Robert Geary, radio and tv director, Mathisson & Assoc, advertising agency 1 I for Miller. 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiinituiiiiiiiiiiiuiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ 56 Donald J. Trageser, right, vice president of CBS Radio and general manager of WEEI and news director Arthur Smith, left, hold the first place award which WEEI — the CBS owned radio station in Boston — received from the Radio-Television News Directors Assn. (RTNDA) for editorializing. The national award — one of the most coveted in broadcasting — was presented to WEEI for a series of three editorials on the Boston School Boycott broadcast by Trageser in February of this year. News director Smith accepted the award for WEEI at a special luncheon held in Houston, Tex. WEEI competed against stations throughout the nation for the award. iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiig price and nine cents in pack coupon good against second purchase. Completing the schedule for the Imperial Blend instant coffee introduction, Holland House will break a saturation spot radio campaign (60 second spots) over four New York radio stations, and will also employ commercials on WNBC-TV and WCBS-TV. Use of spot tv is expected to expand when Holland House seasonal sponsorship of Army football games ends. The agency for Holland House instant coffee is Chalek & Dreyer. ssive mm. in 1 1965 Chevy in Massive mu Re-Launch Campaign | Tl "Chevrolets are rolling again" is ' " ' the byword of a massive radio and tv campaign to re-introduce 1965 models after six weeks of strike interruption. The new promotion effort, necessitated by the fact that the 1965 \^^\ models appeared one day before the strike began Sept. 25, is in addition to Chevrolet's regular advertising plans formulated for all media before the strike. The campaign, which began in mid-November, has already blanket 'j^^ ed radio with 45 spots on 450 sta SPONSOR i^