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1Q4'-B 1 $IWCYCLES & CIISTOMFt (7OR BISL'D) Introduction to Talk by Seymour Ellis In order that you may know more about, ourdireot plan~ for news- papers, oomios radio and' telewi- sion and how thesieltoo18n oan be put to use by you and your men, you will hear about them from eaah!of' the.nezt three speakers. Birst, you'll hear about radio anditele- vision whioh is under Seymour Ellis and I knoar you' will all be very in- terested in hearing, about this phase of our advertising... par- tioularly tioularly as it affects your own work.. . . . . . s ~ . Sp,g„aker; Before we talk about Radioland Television, I wass speaking to Seymour Elliathe other day about Sales and Adver- tising. He made a statement which I believe is worth repeat- ing: "We are called the Advertising Department. Frankly that doesn't describe us. I asked myself "what arelthe fonotions of' the so-called Advertising Department?" Whichever way I looked' at it, the answer came out "to:sell cigarettes". I'said, "but~ whatIs the function, of' the Salea Department?" And the answer~ wasionly "to sell cigarettes." I went down tolthe Aoeounting, Department and! looked at the Cbsts Eheet. I foundd something very interesting. Nowhere -- but nowher®.-- oould'I findithe words "Advertising Department" or "Advertising". The only phrase I oould find was "selling expenses". (il/ViNV. i'AUiIJii~ ....... 1

104-B 2 Y®s, we're all salesmen -- those of us in sales anm those of us in Advertising, In each case our job~is to reach as many smokers as possible and to make as many Pffi= MORRIS smokers as possible at the least possitble cost. Fellows, the only differenoe is our approach and each of us has our own particular advantages,. Pbr example, the way we sell here is through the buying,of space and filling that space with "per- sonality". This is a talk about Radio and Television. Ask the very valid question, "why is it that we spend over two-thirds of our budget on Radio and Television?"' JNo, it''s not because comics and newspapers are not important--- they are very im- portant -- to us. We: all lnow of the sterling successes that have followed our many newspaper waves. We all kn~ow how news- papers have helped Radio do a better job and how comics have helped Radio do a better job and hiow.Radio has helped news- papers and comics do a better, J!ob-- and th~en,h~ow each, and all of them help YON to do a better j'ob 1 Selling in the big, time can not depend on one spoke to hold the!wheel together and keep it rolling. It is only the several multifold spokes all work- ing to one end togeth.r that canicreate the.success that has been yours and ours But there are advantages which we all want to remem- ber. Only in Radio and~Television can PHMIP I[ORRIB get full credit for the editorial content of its programs;, the enter- tainment is provided by us, not by the medium. In magazines,

104-B'. 3 l f the editorial board plans the entertaimment; in newspapers,,the features and'editorial policy are dictated by the editor./Thee advertiser has no choice in, their selection; hie buys his spacee on his faithlin the consistency with which the publicatio'n: hits the (to. pardon the expression), bu11s-eye of' public acceptance.,/ In Radio and Television, the goodwill and gratitude accruing from proper selection of' entertainment or editorial frame and mood go only to your company and your product,-- PHTIy'IP' MORRIS.. In Radio and Television alone your company selects the enter- tainment Rhichiwe believe will be most attractive to the large audience of' Ainerica and which~ we feel can best sell your cigar- ettes. Thus,, the listener knoWs that our choice is ours -- not the Network's or local.station's. And so we surround,ourselves deliberately with ve- hicles which will garner -- not the average goodwill of'the audience -- but the maximum! Horace for PHILIP MORRIS leads the way in helping the youth of America. And, fellows, the youthof' A'merica listens, likes it, and responds to it! More- over, the parents appreciate what Horace is doing, like it,,and respond to it. Thus, we out a Wid'e-sAath in all age groups! ' This show is representative of what PHILIP MORRIS wants and isi achieving. THIS' I5 YOVR ZIFE tvith Ralph Edwards and the PHILIP MORRIS Biature has the same humanitarian appeal that aocraes a natural benefit far beyond the cold',, hard-hitting commercial contenti. LADIES BE 8EATED,, very like:QNEgA POR A DAY, has this.

104-B 4 same appeal that knows no~age levels but which directs it,s gocdwill to our bosses -- the GALS! Thus, our primary shows fit our editcrial pattern -- our "personality" -- which gives u&so very much more than other commercial products have.,,/CRIME'PHOTOGit;APHEPCfi11s an- other void. Like the power of'newspapers to make a powerful and forceful impact for a produ.ot at low cost, CRIME PH©T0- GRA,FHER reaches more people,, as well as a different roup of JI people, at less cost thaniany of' the above showsn n fact at lower cost per thousand people reache -than for any show on any network for any tobacco advertiser!/ By careful selection of'the vehicle that~we use, we can, in effect, not only get our commercial time in which we can sell our product with as great a trip-hammer effect as we: are able to conceive, but through the vehicle,, itself, we have a sympathetic audience that has the feeling that be.~ause we do so much good,, they in turn would like to help ws. And what better way is there than to smoke PHILIP MORRIS instead of some other brand., So we can say that among the many other advan- tages, Radio!as well as Televi'sion can'have:and, with PHIhIP' YOHRIS, does have -- a "personality"! And there are many other advantages.which accrue ta your company through Radio. It is accepted in research circles that the spoken pord does mean more than written words. The hu®an voice carries with it its im.act, infiections,, conviction

1Q4'-B 5 and wamth that the printed word just oannot have. 1Pith~ Radio,, the power of the personality or star,, like Horaoe Heidt, some- times oan mean more than the very words themselves.,/ Remember also that people listen to Radio together, colleotively in groups. Psyohologists hold that a person feels, thinks and reaots very differently when he is alone from the way he reacts when he is part of a"sympathetio" group.v/ People laugh more when they are together, than when they are alone. AND, when entire families listen to the radio program together, millions of family conversations are started by the program, which ©lon and on until the product being advertised, is purchased'. .~Yes,, radio gets your PHIh?P MORRIS to the entire purchasing board of the family at one time. ~ AHIDloontrary to other media -- in Radio. and Telewi- sion every single line of copy can be a headline because it is -- at the moment -- without competition from any other part of' the advert sement or any other editorial feature on the same .page j Yes, fellows, these are a few of the singtal,ar adval tages of Radio and Television. These are:some of the reasona why your management has.gained such sucaess in Radio and par- ticularly in SAILES. Can you see wb,y,, now, we, ask you to talk up our shows,, wY~,q we want you to call on the stations? (As an off-stage remark, let me mention that we know that only Divi- sion Managers and up are detailed to oontact Radio,

104-B 66 t. i ( path to their, door. ~/Thus,, every additional help he gives y and Television stations unless otherwise directed by their Sales Managers. However, fellows, what -is specifically apropos to your *bosses" is also of interest to you because of your futurel.) Now, men, don"t call on the stations to Just hear a sales pitch on how muchit e are doing, or their bewild'erments as to why we don't add a second show onitheir station, or why we don't use that Televisionimarket as yet. Don't only think of thei nose test -- that admittedly,, is so important -- but remember your primary purpose is to get Y4IiE plugs, on the air and in the newspapers for your shows Wj their shows,,! It's a very fair request because your company never in its history had such high listenership to its shows as right now -- this Aeek!./ Our shows are worth promoting because they are top shows which thus, benefit the station's relative competitive position.-- het's stop! That do we mean by "the station's relative oom- petitive posit3on"? We both know that where there are two or more radio stations covering any area that each of'them~is fighting,for that same sales dollar. The way they canifight best is by having, the best "mousetrap"' or, in this case, pro- grams and,program promotions -- so:that theiworld will beat a, -- beoause lie likes and respects you, -- also helps himself' and helps you! Yind you, we haveibeen emphasising,Radio. Don't think for a moment that ee, as salesmen, under-estimate thei

104-B 7 k f a , value of Television. Radio has only ear appeal; Television adds to it the elament of motion as well as eye appeal. Every- thing said about Radio iwtruie -- only far more so- in Tele- vi'sion. Take CANDID C'AIMA. visualize:the humanness of people finding themselves in various situations and speaking their hearts without having any id'ealthat the camera is making a star of them all over America. /Think~of the impact of these candid commercials. People making,the nose test, just like you make the nose test on your smokers, while millions of people see the startling results and the effectiveness of this weapon..,i Gentlemen, that's Radioland that's Television.. That's the way we are trying to sell PHILIP I60RRIS here -- as effectively and as inexpensively as possible. We: accomplish, primarily,, two things: 1) Alone, we are:selling, PHILIP MqRRIS CigArettes/2) -- andthis is most important -- we are making your pathleasier every day. JThink of' the tremendous percentage of people that you meet today in your work that when you ask them to try the nose test say they have seen it in the news- papers, they have seen it on Television -- and looking,to the future, they will be:saying they heard it on the Radio. All these methods make it easier for you to:conduct the:test, easier for the smoker to accept the resu]its. Thus, as fellow salesmen,, we sell bv ourselves and we make your Job of'selling much easier. Our cost of reaching the smoker is much less than yours, but, though in Radio and Te1e-

104-B 8 vision we are making,a start at developing a Company personal- ity, you have the tremendous edge of having,your own personality. You are there, you are the center of the stage, you see your customer''s reaction, you guide him, you anticipate his qu~es- tions and you climax the:sale with the proper answers. Those are functions which are exclusive unto you and we want you to know we are very jealous., Yen, we are:all asking you to use to the fullest your own personality in every thing you do and'we are asking you to always use it to stress the Radio and Television personality which we are endeavoring to establish. If you do this -- in,1950: our sales will reach new heights and hundreds of thousands. of' NEW smokers will say: "Yesterdav, PHI1IP MCRR'IS was Just an- other cigarette -- Tb, a, it is MY ' cigarette!'"'