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10r4'-A r TEAM WORK (ADVERTISING P RTICIPATIOIQ 'INTHE 1950 Sales Yeeting). Introdwction: Two years ago and last year as well, you eard us talk ablout the "Siamese ins" -- Sales 8nd AdVer- tising,.. Pat Gorman, our Advertis- ing Manager, believes that pa ner- ship selling begins at home:. Mr. Gorman associates in Advertising work constantly with us in Sales together/ seeking new methods to weldr our sales and advertising efforts.,/ As th~e advertising portion of this meeting,unfolds and you hear the pl'ans for this year -- and, in fact, as the sales side of this meeting, progresses -- you'll find that 1950 will be no exception in our searc for the perfect sales ~ team. . . ,~ . . . s . . 1 Advertising as it is oonducted by our company not only is designed to do a job on its own, but also functions as a highly effective tool for you inithe field to do a more thorough job with the trade and oonsumers.>' The No Cigarette Hangover story a.nd its proof, the "Nos!e T+est", are both advertising developments which have been tried, testedland polished!in our Advertising.- They will con-: tinue to be in our advertising, as well as sales, the main am- munition we will use during the coming year. Newland improvedd ways of presenting these facts will be developed, but the mainn themes will remain the same.. In the past two years the basic weapons which the

104-A 2 Philip Morris. Advertising Department has used to join our salesmen in the battle:fox more cigarette sales have been nighttime radio, daytime radio, newspapers, Sunday comics and television. At the same time,, constant research analysis is, being conducted on all other media such as magazines, bill- boards and spot radio to make sure that thelformula combination which we employ was the most efficient and effective method'of getting our advertis.ing sales message to the people/ As the year unfolds and opportunities present them- s~elves, there may be changes, but the current combination seems to be working so well at the moment that you will agree that unless something, of untoward and obvious value: presents itself', it will be wise to concentrate our efforts on the present media. There is no doubt that as television stations grow in number across the country an!d the markets around them increasei in the number of sets in use, this one medium will grow in the use!to which it is put as a working companion on the team. To the Sales Department's important consumer "nose test" demonstration, television is a vital and'potent added force to: carry our demomstrable message,/ While on the subject of'television, it should be pointed out that this today is a most expensive method of advertising,relative to the other media when oonaidering the dollars neo ssary to be spent to reachla relat~i'~ve number of' people. Certainly,, as the year pro- .gressea, more and more of youlwill have pressure brought to

3 c bear on you by interested persons in your territory to urge: your home office to~ add' television: stations Just as,, in the past,, you have had similar pressure from radio stations --- you, too, will at times be anaious to~have a television station added as part of'our advertising support of your work. Never forget that your company is as anzious to add more stations to our television line-uplas you arei. /itememberJ, too, that there must always be an extremely careftius watch on the cost to Philip Morris per thousand people reached for any media. So, in any given area, until the number of'sets sur- rounding the station grows to the point where theinumber of people it i&possible:to reach make an efficient ratiawith the oost of the station and the program, Philip:Yorris cannot spend its money wisely. And, in a very similar sense, the same thing, applies, as you well lmow, to newspapers and other individual local media that you or others are anaious to have become part of our national advertising team. Right now we're not going into specifio:examples of what we' re do ing in adtre rt i s ing. They' ll ]te ep cropp ing up throughout the meeting, however. Notice how often they do crop up -- whenever you.hear about produot,-sales promotion or the ~' nose test. Bor our advertising is the food that puts the S muscle into every activity connected with moving Philip Yorris N CA from the factory to the all-important final three feet in O every community iniAmerica. 4'

104-A 4 Here are some of thei ways advertising is put to work~: Sellinrt the iobber -Vhenl aJobber read or heard on the air that Z,000,000 more smokers had changed to P.Y., didn't it make it easier for you to canvinoelhim of'the need to in- crease his order to keep pace with the demand? Or, how about trade relations -- The:HOidt-dealer merohandising of'our fall newspaper campaign, for e=ample.. Selling the consumer - Think of' the consumers you contact who have already seen the "nose test" in TV, comics or newspapers and tried it, or make it easier for you to convince, them to try it.. Merchandisiniz lohnnw - Remember all the:people:who instantly recognize Johnny when he comes to your sleation. - even though they've never before seen him in person? 6elling the Comyany - Don't forget thosecompliments you've received on the Polio drive .., Made you proud to be with Philip Yorris, didn"t it? All this.and more. That's advertising backing you up all d'ow,n the line ... the focus; the constant oentral theme ... hammering away at our simple storpt Philip Yorris, a fine American company making America's Finest Cigarette -- the onl ~ cigarette rvoved,definitely less irritating. N Yes, advertising packs sinew into your sales biceps. v' N Then it's up to youlhow you flex 'em. ~ (T,ead into next phase of advertising talk.) ~ C!t

t 104-A b (This page to be used at ol.ose:of'ad!vertising talks CLOSIBa OOl=TS' 08 ADV$RTISINa' SRCTION 07 1950 SALES~ IIETM.. Philip Morris is, of' course, the leading lady in our company sales piature and, therefore, in the limited time which has been available here to devote specifically to advertising, we have concentrated on the Philip Yorris cigarette pioture. There are other important members of the Philip Yorris family as you well Ynow --- Spud,, Marlboro, Revelation, Bond Street. Of all these brands, you will hear mor&later in, the year as our Tlans for them are solidified. We know it will be a great siource of'interest and - we hope - pleasure for you all to know that we plan to spen s on Spud aigarette'advertising. Also more about this later on when you will hear directly from Mr. Jones as to the Sales Department''s participation in the program we are developing. And that, for now, is the story on our adverti'sing. Note how often advertising and its direct relationship with your activity oocurs as our meeting progresses.