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Kite extra fan excitement
home games, and on a live basis.
Though National Brewing uses every means of adding to the punch of radio and tv. it's not one of those companies putting a limited sum into the medium and trying to spread the dollars with gimmicks. National actually is one of the major spenders proportionately among U. S. brewers. It puts about 80r/c of its budget into radio and television and traces much of its rapid growth in the past five years to results from heavy tv sponsorship year 'round. The company has shot up at least onethird in sales over the five years since it has had tv.
National Brewing's advertising manager during recent years has been Nor
man S. Almoin. \\ agencj is Kenyon & Eckhardt, New York.
Although National Brewing's 1953 baseball approach shows the experience of a veteran, the coinpam never had actually sponsored baseball broadcasts until last season. Wrestling, local variety shows and packaged I re had been its previous programing.
The company has been bottling beer since 1885 from headquarters in Baltimore. It has two brands, National Bohemian and National Premium. Premium has a limited ad budget and currently is using newspapers and magazines. It just started sponsorship of / Led Three Lives, WBAL-TV, Baltimore. It's a higher-priced brand which has distribution in markets as far away from Baltimore as Los Angeles and Chicago. Bohemian, on the other hand, is a popular-priced beer sold regionally in Maryland, Pennsylvania, Virginia, West Virginia, North Carolina, Delaware. Florida and the District of Columbia.
It's National Bohemian that is the heavy advertiser. Bohemian — better {Please turn to page 1161
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Bill Veeck, former Browns owner, says Jerold Hoffberger, National Brewing president, is one of three men most responsible for bringing team to Baltimore. Even in wintertime brewer is active on radio, tv, in newspapers. Ad above is part of Boh's current campaign to excite fans, sell season tickets to Orioles' games
|| Wint16r! thC SpOnSOri National Brewing credits tie-ins with baseball sponsorship as having big part in making fans Boh enthusiasts
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