Tobacco Documents Online

November 13, 1969 rtr. Josei)h t:. Thebert 1!0l7 Birch S-Creet P1c:rrn:ette, t•9•i chi~an Dear rSr. Theb^rt : Thc+nlc you for thi.nl:i.n; of us in connection i-Jth your s°tZIC?ies. ~ Although the hi~hly competitive nature of the tobacco a.rn?uC,4ry prevents us from revealing., specifi.c marketing infor- mc±'cion about our Compnny, t.e rme pleosecl to enclose cone facts Lnid .figures whieh we hope you wi11 find both in'cere.,ting and helpful. The purpose of aOvertiss.ng is, as you know, to increase c,c!les volume. Vithout cAvertisir>g, to support sales, the cost oi mcst consumer products wou1d be greater; for, when unit sales :Tncre,;se, both manufacturing and auvertisin~; costs per unit c~PCreitse. In nZanningg ac?ver-t-ising campai-Gns, severa]l f actors must be consi~lered: (1) the type of aurlience to be reached, (2) Ile eff ec'riveness of various -Iyypes of media in re,-jching that c!uc4:ience, (3) and the relative cost per thousond messa-es in ihese various mec?i.a. The success other Vroducts have had when `i'V c:fas used c+lmost exclusively is r+n i.ndiera5.on of its Pot.erj-u1 ira,)act. Both televiGion and radia.o (Io, of course, reac,l ra fremendous r;ud.ience claa_1y. hs public trjr:tes differ, it is necessary for com1)anies like our, r;hose tutiness is highly conipetitive, to use many different mec7i a of mass cor;tnunications to bring our products to 1he ~~tten`c:ion of the ntblic. To be effective, our adver- t:i_sing must rec!dh Vlce maximum potential market; and, for this purpose, neia)ork riidio and televi sion urograms and periodicals havi ng national circulation c~re generally considered to be most effective.

t1i'. Jov.cph l:'. `lhebert Ilover~~ei' 13, 1z~G'3 Pc~c ? The pri_rnoi'y objective of our vc'vertis:ilr, cffort is to reiich ilClult" Sfllokel's. `1'his (Jl.)jecta.ve lf; i cha(.'ve(' th2.'olzh the earefrild selection ond use of v: riou:: naectio. In t-elevision, for instance, we clloose those nro;;rc?ms 111ich rel-ch the l1i~he s•t prol')ortion of the adult c!ildicnce. l illicim L;sty Com~),~ny hancLles t:ie c,c?vei'-ci ci1i3 for I'INSTQN, SI'1,3'I•9, and DORAL. 1he CT11,11:L ciccotint wr,s plciccc' tritli Dr.ncer- Fitvgerr,ld_Sc.m)le in 1066. N. 1:. 1>y:,-, k: Son t<n: t-he Corrr)cmy's f ir:,t r!Uency, f rom 1907 until 19,'1; En.Jn [:r,scy C Coraueny he)_d ihe rrccounts from 1031 to 11);3; v:n6 " .;-cy toolc over i.n 1s:3:;. F:in,nncir.l ond corf)orc:te vdveri.-in1l>" is plc+ced through Doremus C Cvrn;~:Iiy. For further :information, I:;u~;Resi you cl:ecl: -i-he Decurber, 196:i issue of the To1Ji,eco Reporter (l)i1gC' 1~)) i rl in-Clepth .^.'t1C1.e on this t01)iC. The t'iUgll` t, ~9GQ i: Slle e 13) c~lco contciins an e:rticl e which Iyou wi.ll f.-i.Ild hCl;)JR111. TieS! t:'1` }1C:: for ii SUCCeSSf~Ll Si.ncerely, J. t1. Steele Consume•r P,elc.tions Pepprtlnent X-IS/clcs Lnclosures