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INTRQDUCTION TO TALH BY ROGERGEMM: Advertising in Bewspapers, in the comic seotions of'the bunday papers,~ in,oollege papers, football pro- grams snd other printed media com- prise a larga"part of our advertis- ing effort.,/ tDnder Roger Greene at New York this phase of our advertising has become more effective than ever. we''ll now hear about one phase of hiss operations.,/ s s . s . . . . . NRWSPAPSRS'; Their j'ob and yours Perhaps there has never been a period in the adver- tising history of'Philip Norris when salesmen's response to a newspaper campaign waslas controversial as during the campaign oompleted at the!end of'November featuring "No Cigarette Hang- over" along with the "Nose Test*. There is no secret about what oaused the great volume of criticism for and against this cam- paign. Admittedly, we are using material that had been tried, refined and proved in the sales field. No one knenv our copy story better than you did. No one knew better how well it could work in converting smokers to Philip Morris. It was to be expected, therefore, that with a subject you knew so'well,, your comments wouuldbe more keen,, more searching, than on any campaign we had run in the past. JEach of the comments has been read carefully by all of us for we recognized in them valued guides that would be applied to what we did neat. Your commentsiare what d'eterminedithe subject of' this

104-C ' 2 talk. It is an attempt to interpret for you the:reasoning that went into our past oampaign, in the hope that with this under- standing you would appreciate what is behind our next campaign and will understand,, becaus~e of' this background in2ormation, what theifunction of' our next campaign will be in the overall Philip Morris seZling,progr All of us agree that "No Cigarette Hangover" was the hottest sales slogan to hit the American public for any cigar- ette and for all time. When~ we went into:television, our President, Mr. Yo!Comas, said: "We won't know for at least alyear whether we entered the television field too soon or too late, but it is sound' business ju dgment to enter television now because if we wait to find'out the proper time,, it will be too late." The same problem that confronted us in advance of making that move, oonfronted us after we had introduced the slogan "NoiCigarette Hangover when you smoke Philip ldorris"'to our advertising pic- ture, but this time the problem was in reverse, and we can only say to you gentlemen today that at the time this last newspaper campaign was launched', we had no way of being positive whether the size of "No Cigarette Hsngover" should be increased or re- duced because we did not then know whether we would be changing it too soon or too late. The effect of the campaign and the continued good sales we have enjoyed are ample:evidence of the good judgment used back in July of last year when the decision

~ 104-C a was made to continue "NO Cigarette Aan over* as the leading lady for the newspaper campaign that was to break in September. We viewed the nose test as being worth only that space it would' require to substantiate our "Ao Cigarette IIangover" caption. The reason for this was basic. In the field you are able to app,roach a consumer, talk to him for an unlimited period of time and through your personal efforts are able to persuade him to try the: Phil'ip, Morris nose test. All of you have met that~ kind of' consumer who is reluctant to be a gucinea pig for anything. Others of' you have run up against the kind'of consumer who said -*yes, I'''ll try the test, but some other,time". These are very normal reactions. People are either reluctant to move or they are!so bound by habit, or in fact, just.too damn lazy, to try anything that reqaires their own time and' effort. Recognizing, that there are not just a,fewof these peopTe,butthatthegreat bulk of the American population is difficult to move, it was your management's decision to continuelto star *No Cigarette Hangower* and to let the nose test support this claim, rather than to try to use the newspaper mediumito get people to move "right oW" to test Philip Morris cigarettes against the brand they were smoking. By doing this,, we accomplished two things. The Big,, important Jlob was to get from the phrase '"Ao Cigarette Hang- over"' the utmost sales paall before we gave that phrase:second

C 104-C 4 billing to a new advertising; star. *The second jlob, also im- portant, was just to introduce in print the Philip Horris "Nose Test". The purpose of this was to get as many more smokers as we could while still maintaining that balance between "No Cigarette Hangover* and the "Nose Trest". That is what the newspaper campaign was designed to accomplish. Its function was to reach the few people who had not sleen "No Cigarette Hangover" before - i!f there were any left - and was to drive home --- over and over again this powerful story to those who, had not yet moved. Vo talked about this subject with several members of the sales force. Perhaps it was best described by Mr. Karnal when he said that he illustrates the flanction of newspaper ad- vertiaing,as being similar to that of a trip hammer. One blow drives the piling but a short distance into the ground. It is only the repeated blows of the trip hammer, over and over again that finally sinks the: piling to the desired depth. So it is with all of our advertising efforts. Only the continuing ham- mering at the consumer with!imgression after impression willl finally aRaken him to our message. Only by constant repetitionn can we drive an advertising message home. .Let me give you an example of this. All of you are no doubt familiar with the!new dentifice called Amm4iddnt. Probably no product has received so much free, favorable pub- licity. Through research it was conclusively proven that an

CQ 104-C 5 ammoniated dentifrice did arrest tooth decay. But when we look at what happened after Ammident was out on the market, we find that despite the fact that this was a product that woul!d defin- itely help the health of parent&and children, about 815tof tooth paste sales still go~to those brands that are not am- moniated. This example shows you how,s3owly theipublic moves even to take advantage of a product whichican soldefinitely contribute to their health and comfort. Yes, gentlemen, people may be reluctant to move because they are bound by habit or may be because they are Jwst -too damn lazy for their own good, but we know that a very large segment of the smoking public of America has been moved this year through the combined efforts of, as Seymour put it, our selling andyour selling. $achihas carried a fair share of the burden and each part of the team has p,roduced a fair share of the sales. If this were the end of this talk and I were sitting where you are, I think my reaction might be -"'so what?" But it is not the end of the talk because that background leads us to the important qnzestion:. That canigou do about it? Then a newspaper campaign breaks, what is your job? Basically, your job is not affected one bit. It is still to make more Philip Morris smokers. And we think you can do it by merchandising every newspaper campaign. There newspaper adver- tising is concerned,, I think merchandising can best be defined

104-C it is almost impossible but in every section some newspapers and some salesmen have been suacessful. Here-are a few t3e!in ads to illustrate that. 7.et's take a quick look around the oountry at some tppicsl'e=amples: 1. 7rom Jamestown, N.Y. - a grooer ties in with Johnr~y. 2. In Ann Harbor, Michigan, it's Marshall's Drug with all the play for Philip Morris. 31. Jon!es Bros. in Parsons, Bansasl,, used the carton tie-in. 4. And here''s the same tie-in in,Charleston, South Carolina. 51. In Decatur, Alabama, it's Philip Morris again. 6. Purther west to Chickasha, Oklahoma, I.G.A. gives the play to Philip Morris. 7'., In Duncan, Oklahoma, another tie-in ad. 8. Shopping,housewives in Indiana, Pennsylvania, were re- minded to add PhiliplYorris to their list. 9. In Council Bluffs, Iowa,, customerslof two stores have a quick reminder to buy Philip Morris. 10. Simms Department Store used this Philip Morris tie-in ad which gives us the heavy play. Had we not had this tie-in, this little fellow tuoked'away below -(point to hucky Strike tie-in ad) - would have been able to steal the show. il. Some men have used our tie in cuts for the personal ap- pearance of Johnn,y but here too; there can be a right way and a wrong, way. In Eugene, Oregon, this Meyer drug adi does a good Jlob in featuring Johnny and' of course, is:

~ 1p4-C 7 l. 4aluable to us,, but 12. Slipping back across the country to Battl'e Creek,,you see the, better way to usei Johnrq. This tie-in ad and Johna~y's personalappearance, are both used to sell Philip Morris c3garettes. Note the prominent display of Philip Morris and the priee mentioa. 13. These are just a few of the hundreds of ine,stheads of papers that included Johnnay tie-in aids. The singie tie-in ad you procure is what goes to build this overall volume that reaches us in New York. Every single ad is important. Yes, tie-in ads may be tough to get but you can see from these illustrations how much they can be worth to us. Prom your viewpoint, the effect of getting as.many tie-in ads, as possible is this: When you go into a small town on Monday and get the paper or retail advertisers to use Philipl Yorris adslfor that all impcrtant week end shopping on Thursday and'. Friday, you have left one more reminder of Yourself, and vo r efforts in that c3ty that will continue to:dio a job for you after you have left. We must be careful not to demand cooperation from the papers but rather to:try and persuade them to iw it,. Work as hard as you oan for the thing that has the most value for us - tie in ad's. If you can't get these, settle for whatever other merchandising the newspaper will give vou for nothina - for that is smart selling.

tie-in ad in newspapers. Wherever retailers have given space to one of our tie-in cuts.,, the cigarette sales for that week have reflected a marked increase:. The growing,importance!of profits fromicigarette sales for all retailers has been piointe out by the Siales Department. This is an important angle for you to use in talking to retailers. And this subject will be covered more fully by the sales promotion department.. Then you make your call on the newspapers, it is equally important that you ]now all of' this and that you be able to convey it quickly amd clearly to the newspaper. By do- ing that the newspapers can have their retail men suggest to local advertisers that they run one of'our Johnny or carton outs in their Thurs.day or Friday ad to be sure they get their fall share of that uart.icular week's business. We know this is not an easy assignment. The larger the paper the tougher the job~. In some cases, where there is one paper that has a monopoly on the market, it is almost im- possible but in every section some newspapers and some salesmen have been: successful. Here: are just six tie in, ads to illus.- trate that - (SHOW SIX TIE IRADS). Yes, it may be tough to got but youican see from these illustrations how much they can be worth to us,, and from, your viewpoint, the effect of getting as many tie iniads as possible is this. 1Phen you go:into a small town on Monday and

~ 104-C get the paper or retail advertisers to use Phili'p l[orris ads for that all important week end shopping,on Thursday and Fri- day, you haveileft one more reminder of yourself, and your ef- forts in that city will continue to:d'o a job for you after you have left. We must be careful not to demand cooperation from the papers but rather to try and persuade them to Eive it. Work as hard as you can for the thing that has the most value for us - tie in ads. If you can't get these, settle for whatever other merchandising the newspaper will s:ive you for nothing - for that is smairt selling.