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. s SII10[ikRY' TAhg -- PIRST' DA? LQUI8VILLB MSTINONhY Introduction: None Some of you men arrived'in thwfine oity of' Louis, ville yesterday, a little weary from the rigors of the holidays and your trip to this meeting. In spite of'this I don't think I had':seen interest and enthusiasm rsn higher in a long,while than during,our yesterday evening of sociability. Today has been nol e=ception. Such, interest and en- thusiasm is one of theireasona our meetings pay off. The real reason for our meetings though,, is to gain further knowledge., to solidifp ourselves as a team and,go out into the field re- kindled in knowledge and spirit that will pay off in the devel- opment of a better organization and,more sales (and,, of course, to put a little cash in the pocket to jingle and spend.) We"ve oovered during today, several important sub- jects, highlighted by Mr. Lyon's very inspiring remarks which, in the maim, give us the yardstick for measuring a good PHUIP YORRIS man and for measuring our future progress. Most important was the coverage and proof of the soundness of our P$ILIFYORPtIB't product story. Bezt, the aggressive manner in which we.will take our product story to the consumer through the mediumlof a) National advertising i.ei. nightime radio, daytime radio, television,, newspapers, comics and various

/1 r h-112 2 special media,., b) Through our sales organization which reaches con- samers in every walk of life, by the use of' point-of-sale displa4y materiai and, most impor- tant, the direot oontaat with the smoker. To inspire us in carryinig out our work programs,, our company* as you know, offers incentives not yet equalled by any other national oo~rpioration.Over the past four years, I have referred to a belief that with more and better training to each class of personnel, a better and more effective job would result. I can repeat this belief but I do want you to know now that the theme se- leotedifor this meeting,has several significanoes of importance to every man and woman in the employ of our company. Yes,, you'll give the "Nose:Test" to meet the test of' making more PHIIIP MORRIS smokers in 19'50. But it's on how well you give the "Nose'Test"'and have your men give it, and on how well you handle the:other phases of'your work, will depend how effeetively you:"Beat The Rest in 1950!". Yeeting the test of the future,, will, ILI, by measure: ctual accomplishment. We are off with an enthusiastic start -- we're off with an early start backed by tools more powerful thea ever. Bellows,,my Greek friend Pete of'Long Beach, California (snd by the way avery successful man) told me this: -- He said his mother hadireminded him as,a boy "'Son, all through life when.

4, i'I-iiRr 3 you have an important job to do or decision to make, first lay your head on a pillow, reaoh a determination azid then aot". I'I shall do just that tonight and I bid you do the same thing that, together we may thrill to suoaessias we prooeed through 19~b0. (At this point adjourn first day meeting and announoer. 1) Dinner "How PHILIP YORHIB Operates" iedhesday 7an. 4th Planned dinner at Pendennis Club, Thursd'ey, Jani. 5th)