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THROWS £M /
'II punch those sales on food store cash registers week after week for
WOME
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Premium SaltinesMarch 2 to March 13
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Triangle Thins and Wheat Thins -March 16 to March 20
Nabisco Sugar Honey Grahams -March 23 to March 27
Nabisco Shredded Wheat -March 30 to April 3 Nabisco Sugar Honey Grahams -April 6 to April 17 Premium Saltines April 20 to May 1
ARTHUR GODFREYS AN OLD HAND AT ROPIN' AND
STEERIN'!
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Merchandising material, above, carried by Nabisco's 3,200 salesmen, shows dealer when Godfrey's morning radio show and spot TV will feature particular products, is used to urge stores to tie in with
air plugs. Salesmen, however, make no deals for shelf space. Godfrey has been selling Nabisco products five years, big TV spot campaign started last fall. Firm spends $1.5 million on spot TV
How Mmn 20 air brands carry 200 :
One-third of firm's $7.5 million ad budget goes for Godfrey, spot TV brand reeogiiitioii drive
M. here is hardly a grocery store in the I nited States which doesn l carrj an) of the crackers or cookies made li\ the National Biscuit Co. The world's largest baking company, which took the cracker oul ol the crackei barrel, penetrates ever) nook and crann\ in the countn sells dirccll\ to 150,000 stores via 3,200 salesmen. Last year consolidated oel sales topped
|3 l< > million, up -Sid million from the pic\ ious year's figure.
Il is pretty well agreed thai this
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huge production ami blanketing of retail 1 1 outlets could not ha\e been
accomplished without aggressive advertising. In its earliest days, Nabisco was putting $1 million behind I needa Biscuit, the first packaged cracker, and Nabisco ha> been in radio since 1930. There is nothing cracker barrel
case history
about Nabisco's present operations, either. From manufacturing to advertising. Nabisco's postwar history has been modern, heads-up. aggressive: I 1 ) It has spent a fortune in modernizing its plant and equipment, (2) it has just completed the redesigning of packages for its 200-odd products with a new Nabisco seal. l3) it is using spot TV to acquaint the consumer with the new Nabisco package look and to -park impulse buying in self-service food stores, ill it is using Arthur
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