Advertising: Latin America
Frappier, Jon
Capitalism maintains itself by continuously increasing the amount of goods it produces. In order to function smoothly (i.e., turn over a profit), the capitalist system must sell its products...
...Tel...
...they quickly became more sophisticated and differentiated, however, as a result of motivational and survey research conducted in the universities by sociologists and psychologists...
...Why are so many students ` tell youth about youth...
...U. S. Time Corp...
...To plications...
...General Telephone & Electronics Corp...
...The initial techniques used by advertising agencies were based on simple display...
...The art of advertising became institutionalized to perform this task...
...Minimax, which bills itself as "the biggest supermarket chain in Argentina," doesn't put all its baskets in one ad-it just looks that way...
...3,420,400 4,258,700 97...
...6,872,600 3,076,800 54...
...3,902,600 3,975,600 82...
...Information Agency director who headed the U.S...
...What is important to these people...
...In order to function smoothly (i.e., turn over a profit), the capitalist system must sell its products regardless of their utility or value to a society...
...American Motonrs Corp...
...Reynolds Metals Co...
...Further development and testing came during wartime in the form of psychological warfare and propaganda work...
...Whether advertising will be able to adopt Latin American cultural symbols and style to U.S...
...Waterman-Uc Pen Corp...
...Goedyoar Tire & Rubber Co...
...National BSicuit Co...
...He elaborates: "The agency of the future must go abroad, must follow the pioneering lead of these world-wide clients...
...products is still unclear...
...9 Some suspected that the money was being channeled through McCann-Erickson, since the C.I.A...
...Grace Squibb IBEC (Minimax) Standard Brands Johnson & Johnson Swift S.C...
...III, No...
...Xerox Corp...
...The need of the U.S...
...Television Magazine, September, 1965...
...He said, "It depends on whether the economists [i.e., businessmen and agencies] involved find it's worthwhile [profitable...
...It tends to work well in westernized industrial countries such as Western Europe, Australia and even Japan (Eastern Europe would also be susceptible to unified marketing and the major U.S...
...Westinghouse Electric Corp...
...Prestolite International Remington Rand Royal Bank of Canada Scripto State Bank of Chile Sylvania Products Vick Chemical ectronics Co.YOUNG & RUBICAM Dominican Rep...
...tMainly Playtex products...
...L T. French Co...
...First, and more immediate, the agency saves tremendously on costs by not having to develop a different ad for each market...
...and if you'd like a piece of the ACTION in expanding markets in Latin America in 1969...
...5 Radio, of course, is another prime advertising medium, mainly because of the high illiteracy rate and wide diffusion of receivers...
...66 Hoover 69 67 54 ITT 57 58 50 Merck 43 37 31 Pfizer 51 48 51 Singer 71 51 n.a...
...advertising agencies and their clients in Latin America...
...3,541,600 3,358,800 91...
...Some set up wholly owned subsidiaries or affiliates in the various countries...
...ADVERTISING AGENCIES AND THEIR CLIENTS IN LATIN AMERICA, 1968 (billings in millions) J.W...
...PepsiCo...
...MULTINATIONAL CORPORATIONS WHICH ADVERTISE IN LATIN AMERICA Company Net Assets Sales Earnings American Standard 37% 35% 54% Chesebrough-Ponds 49 39 41 Colgate-Palmolive 40 55 n.a...
...Schlitz Brewing Co...
...According to a university research directory, 4 "Harvard University's Center for International Affairs conducts a research program on social and cultural aspects of development....to find out whether and how work in factories of similar enterprises changes attitudes, values, and habits in ways which are relevant to the individual's adjustment in, and contribution to, a modern or modernizing society...
...5,856,400 7,538,000 61...
...3,421,100 3,614,500 96...
...For example, Esso's "tiger in your tank" and Ajax's "white tornado" ads would undergo little if any modification when presented in other countries...
...Sigurd S. Larmon, Chairman of Young & Rubicam, Inc., was a member of the Psychological Strategy Board (appointed by President Eisenhower in 1953 to develop psychowarfare program for the C.I.A...
...Jamaica 1.4 Puerto Rico $2.0 Trinidad .9 Berger Hertz Chanel Mead Johnson Colgate-Palmolive Merrill, Lynch First Nat'l City Paramount Films Bank Philips Goodyear Texaco Grant Trans Carib...
...Ltd...
...Anheuser-Busch...
...J. Bi...
...Scholastic quite surely has less influence on young people today than it did ten years ago, precisely for the reasons it uses to scare the businessmen...
...3,904,000 3,084,400 81...
...Perhaps advertising will hasten the destruction of itself and the system it serves...
...The method chosen by a particular agency usually depends on its capital resources, its size and structure, its need for personnel from the specific country and the nature of the competition...
...4,294,000 5,009,900 76...
...10027...
...Del Monte Eli Lilly Fleischmann Gen'l Motors Gillette Goodyear W.R...
...American Gas Aun...
...Heinz Hoover Ideal Standard Internat'l Wool Bureau Mead Johnson Monsanto Reynolds Alum...
...Our editors were on-the-spot...
...Block Drug Co...
...Sears, Roebuck Co...
...Examin- If anybody can get to the core of the > ing the turmoil on U. S. campuses...
...Cheosebrough-Pond's...
...Rapid-American Corp...
...ad agencies to expand overseas: U.S...
...5,408,700 4,798,100 65...
...The implication is that if the businessmen have something to say to young people, or something to sell them, they should come to Scholastic Magazine...
...The Compton Advertising agency, for example, handled the successful presidential campaign of Rafael Caldera of Venezuela's Social Christian Party...
...After Ferr& took office, he awarded Puerto Rico's $3 million account to Young & Rubicam...
...Plough Inc...
...Near East: 741,000...
...subscriptions $5 In This Issue: Advertising: Latin America...
...100,979,300 $112,560.300 2. Bristl-Myers Co...
...Liggett & Myers Chesebrough-Ponds Mentholatum Clarin Merck Davis Labs...
...6,621,900 4,983,800 57...
...47 n.a...
...Life Insur...
...Shall Oil Co...
...26 Kitayacho...
...market) will be used wherever the product is pushed...
...6 Herbert Schiller, in his book Mass Communications and American Empire, discussed the problem of non-commercial government broadcasting that is confronting U.S...
...How will J. Walter Thompson, which handles the advertising for all 16 Rockefeller-controlled Minimax (IBEC) shopping markets in Argentina, promote its client after nine stores were bombed in protest over Nelson Rockefeller's recent visit...
...Goodrich Celanese Chesebrough-Ponds Colgate-Palmolive Corn Products Cyanamid Delta Airlines Diners Club Dow Chemical Du Pont Famous Foods Firestone Gen'l Electric General Motors Gen'l Tel...
...Texaco...
...9. Gillette Co...
...480...
...1965) was with the O.W.I., New York City (1943) and Bureau Chief-Istanbul, Turkey (1944-45...
...6 Puerto Rico 7.3 Trinidad 1.8 Venezuela 3.0 Antilles Brewing Popular Party Barbados Tel...
...5,084,400 4,730,600 68...
...They examined the causes...
...Amer...
...14...
...Textron...
...Grace .3 1.2 8.0 .4 1.3 2.5 2.0 .8 .4 Johnson & Johnson Lever Brothers National Biscuit Nat'l Continental Foods Nat'l Export Cncl Nestle Sabena Airlines Seagrams Sherwin Williams Standard Fruit Stand...
...MceDonalds Corp...
...There is a more clearcut hierarchy and priority of commodities...
...3,639,800 3,662,700 87...
...4,773,900 4,410,100 74...
...E) IM...
...1943...
...Leonard Marks, former U.S...
...corporations and their advertising agencies into lush and not-so-lush markets overseas has changed the nature of foreign marketing from an export to a truly international orientation during the past decade and a half...
...1. Who's Who in America 1968-69 2. Television Age, July 1, 1968 p. 18 3. New York Herald Tribune, August 24,1964 4. The International Programs of American Universities, Institute of Advanced Projects, East-West Center, Honolulu, Hawaii, in cooperation with International Programs, Michigan State University, Second Edition, 1966 p. 192 5. Television Age, July 14, 1969 6. Advertising Age, June 16, 1969 p. 76 7. Herbert Schiller, Mass Communications and American Empire, Augustus M. Kelley, New York, 1969 p. 93 8. Advertising Age, June 16, 1969 p. 2; May 12, 1969 p.2 9. New York Times Magazine, "Eduardo Frei is Trying a Revolution Without the Execu- tion Wall", Bernard Collier, February 19, 1967 10...
...Developmnt...
...1960-67), was coordinator of government radio for the Office of Facts and Figures (1941-42), Chief of Domestic The ALLA NEWSLETTE is published ten times a year by the North a erican Congress on Latin America...
...3 TABLE II PERCENT OF ASSETS, SALES AND EARNINGS FROM FOREIGN OPERATIONS OF U.S...
...Standard Oil Co...
...3,274,700 4,804,500 100...
...Clairol Corn Products General Foods Gilbey Hallmark Cards H.J...
...1967 Estimated Net ime and Program Costs 1966 1967 1. Procter & Gamble...
...Source: Advertising Age, March 31, 1969 We are 16 big me tli W e C. -. me is d .M...
...17 I-2Radio Bureau, Office of War Information (O.W.I...
...Loews Theatres...
...National Dairy Products Corp...
...Borden...
...Moreover, many of the images that are used in the United States have absolutely no mean- ing to Third World people, other than the elite who identify and have close contact with the United States...
...cmpgn (P...
...delegation to the International Telecommunications Satellite Consortium (INTELSAT controls all commercial satellite communications) addressed a group of international businessmen at a meeting sponsored by Young & Rubicam...
...4,185,600 2,573,300 79...
...3,448,700 1,568,800 93...
...Mars Inc...
...Union Carbide Corp...
...agencies dramatizes the exploitative nature of the capitalist system...
...5,022,200 864,800 70...
...Advertising executives played a key 'role in developing and utilizing psychowarfare and propaganda techniques, especially during World War II, but also for the Korean, Vietnam and Cold wars...
...Brit...
...1 J.Walter Thompson Company $237.9 $400.1 2 McCann-Erickson 219.5 259.0 3 Ted Bates & Company 132.9 201.1 4 Young & Rubicam 115.1 357.4 5 Ogilvy & Mather 67.0 138.0 6 Norman, Craig & Kummel 62.4 66.5 7 Foote, Cone & Belding 62.0 209.3 8 Compton Advertising 55.0 120.0 9 Grant Advertising 36.3 7.6 10 Grey Advertising 36.0 171.0 Source: Advertising Age, March 31, 1969...
...Lever Bros...
...General Justo...
...Is it universities...
...VIw AND vsio OFFICES AROUIND THE WORLD NEW YORK-635 Mdison Avenue 212487500 BOGOTA-Call 19 No...
...lsa b M L minimax - --11Advertising by U.S...
...Bulova Coca-Cola Colonial Life Ins...
...The first is to intensify the demand for a product within a given market (this is the agency's primary task in the United States...
...3,588,100 2,311,300 90...
...Many agencies are not expanding their overseas operations as rapidly as they would like, primarily because of limited capital...
...Ford Motor Co...
...Armour & Co...
...4. Colgete-Polmolive Co...
...Mattel Inc...
...5. General Foods...
...5,859,000 2,762,500 60...
...Overseas Airways Corp...
...Johnson Lever Brothers 3M Company Noxema Chemical Parke-Davis Procter & Gamble Puerto Rico Cement Company Remington Rand Underwood Union Carbide U.S...
...Air Force, and the U.S...
...5,490,200 4,674,400 64...
...Philip Morris Inc...
...21...
...However, there are many drawbacks to the unified marketing approach...
...Shibuy-ku 463.2441 SAO PAULO (Vi*o) Set de Aril...
...The frustration of most Latin Americans will mount when they are shown the many things they cannot have...
...W. R. Grace & Co...
...Beatrice Foods Co...
...r - t. LI-- Aca-.- fl-u ,a.,, China...
...has been known to use ad agencies and public relations firms as covers...
...1 Pentagon-Sponsored Foreign Area Research...
...12 Patino,Tin and Bolivia...
...In a fascinating set revolt' Is it parents...
...if you'd like details on the IMPACT which makes these newsmagazines the most important magazines in Latin America...
...3,372,100 98...
...The data are to be coded and analyzed in 1965...
...ad agencies get into the Latin American markets in a variety of ways...
...Advertising is certainly one of the factors causing a widening gap between the consumption patterns of the relatively small urban middle and upper classes (at whom it directs its message) and the masses, whose basic needs are far from being satisfied...
...Or does he...
...but they definitely will try, because North American capitalism must expand into those markets...
...Wherever a critical issue was to be W found...
...There are marketing and survey re- search centers at many universities with studies throughout Latin America...
...3,891,900 4,285,900 83...
...Source: Advertising Age, February 24, 1969-7and images, will., over a period of time, have a marked effect on the culture of another people - a form of cultural imperialism...
...Is e of articles exploring "Youth In Ferment" Vietnam...
...THOMPSON McCANN-ERICKSON GRANT ADVERTISING Argentina $ 7.1 Brazil 16.0 Chile 2.8 Mexico 7.8 Peru 1.7 Puerto Rico 2.3 Venezuela 3.6 Alberto-Culver Kodak Allied Van Lines Kraft Beecham Lever Bros...
...of America...
...3,213,600 2,546,600 Source: Tvil figures from Lading National Advertisers...
...Therefore, capitalism must find ways to stimulate the demand for these unsolicited goods...
...Norwich Pharae C C...
...Amer...
...Pan American World Airways...
...Williams Co...
...Norman B. Norman, President of Norman, Craig & Kummel, describes the new agency as based on the philosophy of "one world, one people, one marketing plan...
...Chrysleor Corp...
...Firestone Tir & Rubber Co...
...H. J. Heinz Co...
...Still other agencies opt for joint ventures with foreign agencies...
...Nestle Douglas Aircraft Pan American Du Pont PepsiCo Firestone Tire Philips & Rubber Seagrams Fleischmann Singer Ford Smith, Kline Gillette & French W.R...
...5,140,900 5,007,400 67...
...Carter Wallace Inc...
...Wherever there were students and uzirest...
...S. F. Goodrich Co...
...4,200,900 4,601,200 77...
...Shulton Inc...
...3. R. J. Reynolds Tobacco Co...
...3,473,200 3,757,300 92...
...Ritsten Purina Co...
...The agency also worked for the Popular Party's Luis Negr6n Lopez in Puerto Rico's 1968 election for governor...
...Tobac...
...8 Another political favorite is McCann-Erickson, which played an important and controversial role in getting Christian Democrat Eduardo Frei elected president of Chile in 1964...
...Coca-Cola Co...
...6The multinational advertising agency plans to utilize a unified global marketing technique...
...An industry magazine puts it this way: "The march of U.S...
...The client-agency task will be to hammer out as parallel organizations new techniques of management, strategy, basic creative methodology on a multinational level...
...Volknvwogen of America...
...Nestle Co...
...Secondly, a unified marketing approach, through its use of exclusively U.S...
...Not only are their cultures substantially different, but more importantly, their economies have not industrialized...
...Phillips Petroleum Co...
...Johnson Nestle PepsiCo Pillsbury Schick Shell Yardley NORMAN, CRAIG & KUMMEL Barbados n.a...
...is to sell something...
...3,815,900 5,123,100 85...
...To overcome this problem there is a trend among the larger agencies (so far, J. Walter Thompson, Ogilvy & Mather and Foote, Cone & Belding) to "go public" by selling their stock on the open market...
...Pfizer & Co...
...corporations into overseas markets...
...Oil N.J...
...Du Pont...
...Quaker Oas Co...
...Despite the agencies' reluctance to relinquish private control, they realize that the higher priority, following the multinational corporations into the world market, requires additional capital...
...General Mills...
...agency had handled the account during the previous 17 years...
...SCHOLASTIC MAGAZINES 50 West 44th Stretd New York, New York-10A number of U.S...
...Social Christian Corporation Party campaign Condesa (Venezuela) Island Network Sonodyne ITT Trinidad and ToKIM-Dutch An- bago Tel...
...The second function is to extend a product's desireability into new markets (the agencies follow the necessary expansion of U.S...
...It claims that Che has more influence over their children than they do...
...Norton Simon Inc...
...Campbedl Soup Co...
...7 Look who's number one-again!Il ADUERTISInG TO LARTin RIImER 725 Total Advertising Investment in Top Four Magazines as reported in the Rome Report of Expenditures in International Media 1968 If you'd like to know why a Little David of the publishing world makes out so well against these Goliaths...
...4,770,900 4,067,500 75...
...Radio Corp...
...However, the contradictions which the ad itself talks about are perhaps becoming too strong for the ad to neutralize...
...a w . Imt E - as sa...
...RlchrdsonMe rrel...
...of Indiana 3,303,800 3,041,700 99...
...Polaroid Corp...
...agencies dream of the day when they will be setting up offices there...
...5,740,000 4,223,300 63...
...Rico n.a...
...2 Table II below, on the foreign operations of U.S...
...symbols Top 100 Network TV Advertisers, 1968 vs...
...Adverti- sing agencies will no longer be needed or tolerated when the people collectively demand a system which will satisfy their needs...
...Seven-Up Smirnoff Smith, Kline & French TWA Warner-Lamber t -5KENYON & ECKHARDT Argentina Barbados Chile Colombia $4.2 .2 Jamaica Mexico .6 Puerto Rico 1.2 Trinidad Venezuela 9.5 Bank of London & S. America Br...
...Swih & Co...
...advertisers:-8"The advertising agencies rely on the communications media to open markets for their patrons -- the American and Western European consumer goods producers...
...Compton's candidate was defeated, but a friend of Young & Rubicam, Luis A. Ferri, was elected on a pro-statehood platform...
...275-B 52-3085 TOKYO-Meiji Heights...
...Corn Products 45 42 48 Heinz 56 n.a...
...Rubber WAPA-TV San Juan Warner-Lambert Wilson Athletics FOOTE, CONE & BELDING Mexico $2.5 Alcan Armour Bacardi Beecham Brit...
...nmin it se t's Vrrly ul V...
...Since the system requires mass consumption, advertising turned to mass communication as the only effective means by which to convey the 'buying' message to the potential consumers...
...The companies listed in Table II are only a sampling of those appearing in Table III, which lists the major U.S...
...agencies have increased their overseas billings (total amounts charged to clients for advertising) at a rate four times faster than domestic TABLE I TOP TEN U.S...
...3,427,200 4,605,100 95...
...Subscription price: $5 per year...
...Drugs, violence, Black Power...
...ADVERTISING AGENCIES IN INTERNATIONAL BILLINGS IN 1968 (Including their Domestic Billings) (Billings in Millions) RANK AGENCY INT'L U.S...
...1942-43), and then Assistant Director, Domestic Branch, O.W.I...
...Singer Co...
...4,829,200 2,309,900 73...
...Timex Vick Chemical ArgentJ Brazil Chile Mexico Panama Peru Puerto Venezu4 Aeroquip Armour Bayer Bendix B.F...
...Standard Brands Inc...
...NACLA NEWSLETTER Vol...
...Latin America now has ground stations to link nine Latin American communications systems with satellites...
...Johnson & Son...
...Advertising Age, March 31, 1969 Note to Readers: Anyone with further information on advertising and the U.S.media in Latin America, please send to: NACLA Media Project Box 57, Cathedral Station New York, NY 10025...
...The ad not only transforms Che into a commodity-in order to sell another commodity, but it even coopts his language to say that the magazine has "even been known to cause a revolution in sales...
...Seecham Group...
...In Mexico, problems, Scholastic Magazines can...
...Andrew Jrgens Co...
...3,822,500 3.487,600 84...
...ela 2.2 Gillette Helena Rubenstein Int'l Machinery Kimberly-Clark KLM Max Factor Merck Plough, Inc...
...This pattern corresponds very closely to the overseas expansion of U.S...
...5-51 410-541 CHICAGO-35 East Wacker Drive 312-263-6245 BUENOS AIRES--Corintes 456 493814 LOS ANGELES-1830 West Eiht Stret 213-3824346 CARACAS-Apertado 3954 3246296 SAN FRANCISCO-85 Post Street 415-421-7950 LIMA-Corondi Andris Reyes No...
...British.Amrican Tobacco Co...
...ul sALC=l ILAuVn LCaUCLr are passionately involved in articles on civil rights, the movie code, welfare...
...For nearly fifty years we've been on top of what's happening...
...General Electric Co...
...multinational corporations which advertise in Latin America, illustrates the need for U.S...
...The research group spent most of 1963-64 collecting interviews...[and] entering into extensive collaboration with social scientists, universities, and research organizations...
...Others prefer to buy into already existing agencies (there is disagreement within the industry whether to gain minority or majority control...
...tilles Airways Volkswagen Volvo LENNEN & NEWELL Mexico $2.8 Puerto Rico 4.1 Banco Crdito Libby's Colgate-Palmolive PepsiCo Corn Products Sears Sheraton Hotel D'ARCY ADVERTISING Mexico $7.4 Colgate-Palmolive Gerber Products Lufthansa German Airlines DDf 4 - Sources: Advertising Al, March 31, 1968...
...5,401,700 3,076.700 66...
...Eastman eKodak Co...
...ad agencies have become directly involved in Latin American politics through their handling of political campaigns and government advertising...
...We've even been known to cause a revolution in sales...
...Minimum contribution for 1-yr...
...United Air Lines...
...Department of State (P.L...
...6,665,600 5,219,100 56...
...4,948,700 4,706,100 72...
...advertising will use virtually any person, idea, language or event to accomplish this...
...Rico) BWIA Rootes Motors Carib...
...3,444,600 2,824,500 94...
...Two such centers are the University of Michigan Survey Research Center in Peru and Harvard's Center for International Affairs in Argentina and Chile (the latter is also in several other Third World countries...
...Liggett & Myers...
...Several groups and reporters charged that Frei was receiving $1 million each month during the campaign from the C.I.A...
...540 20440 LONOON-71 PIccadily 01-493-1756 MEXICO CTY-Hamtbigo 20 66-21-00 OUESSELDORF--Friednch.Ebert.Strsse 11 36-24-83 RIO DE JANEIRO (YOio)-Av...
...Young & Rubicam was the obvious choice to take over since it does the ad work for Puerto Rico Cement Co...
...6,848,000 6,906,500 55...
...6,417,400 4,037,300 58...
...Marks stated there would be no restrictions on advertisers using the satellite network...
...He said language barriers can be removed by trans- lation systems...
...Tobac...
...What do teenagers really want...
...Second-class postage paid at New York, N.Y.-3billings...
...57 Warner-Lambert 49 35 35 Source: "The International Corporation and the Nation State," prepared by Business International, New York, N.Y., May, 1968.-4TABLE III LEADING U.S...
...That tn Ampri A- In W-e4-r F rnr anrq Red .Lo r-L...
...5,742,300 7,544,500 62...
...Far East, excluding Japan: 1.8 million...
...Scholastic then begins the sales pitch by arguing it too has an influence over America's teenagers, and, moreover, Scholastic knows what the kids really want...
...Because we reach this youth market, perhaps you should reach us...
...And why we're planning incisive studies on such topics as the Warren Court and the draft...
...Standard Oil (N.J...
...5,917,300 7,480,300 59...
...The main prob- lem arises when agencies move into Third World markets...
...consumer products are even forced into the markets of those countries which haven't yet solved their basic food and health problems...
...In a capitalist system, the society's needs are never fully met, because to satisfy many of them would not bring sufficient profit to the corporations...
...Sources of funds for this project are: the Rockefeller Foundation, the National Science Foundation, the U.S...
...Pillsbury Co...
...3,922,600 80...
...American Tel...
...And the ih Senior Scholastic set out to find out...
...business and the creation of the multinational corporation...
...Corn Products C...
...given the distribution of television in the Third World, Latin America is a prime market (number of TV sets in the Third World breaks down as follows: Latin America: 12.5 million...
...Agency: J. Walter Thompson Argentina, Buenos Aires...
...United Citizens for Nixon-Agnew...
...3,686,100 5,330,800 86...
...The vast quantities of information concerning psychological manipulation and attitude formation which were gathered from these projects provided the basis for advertising methods today...
...Roberto Snchez Vilella, the unsuccessful candidate from the People's Party,.had hired Norman, Craig & ummel for his advertising...
...5,053,100 4,643,300 69...
...Chas...
...Expenditures for Lorillard Corp...
...Williams Argentina Barbados Brazil Chile Colombia Costa Rica Ecuador El Salvadc Guatemala $ 6.6 Honduras N 1.0 Jamaica 12.7 Mexico 2.5 Nicaragua 1.4 Panama .6 Peru .8 Puerto Rico or .7 Trinidad .8 Uruguay Venezuela 2.0 Air West Amer...
...Noxel Corp...
...A few examples of ad agency personnel involved in such projects follows: William Bennett Lewis, Chairman of Kenyon & Eckhardt, Inc...
...and Puerto Rico Iron Works -both owned by Ferr...
...Africa: 882,940...
...Oscar Moyer & Co...
...Chesebrough-Ponds Colgate-Palmolive Du Pont Gen'l Electric $ .8 1.9 n.a...
...Armstrong Cork Co...
...8. Sterling Drug...
...write or call the Vision or Visao office nearest you today...
...corporations to sell commodities rather than the economic priorities of each country determines what is produced and sold...
...Advertising agencies are now trying to decide the best way to utilize satellite communications for commercials...
...Carnation Co...
...4, July-August 1969 Published monthly, except May-June and July-August, when it is published bi-monthly at 160 Claremont Avenue, New York, N.Y...
...Merck & Co...
...U.S...
...Kellogg Ca...
...This means that the same advertising techniques and format developed for a particular product (which is usually initially developed for the U.S...
...7. General Motors...
...6. American Home Products...
...This unified marketing approach has two effects...
...Estates GREY ADVERTISING Venezuela $3.4 General Electric Mattel Toys COMPTON ADVERTISING Dominican Rep...
...Aberto-Culvor Co...
...Monsanto Co...
...A good example of how it turns everything into a commodity (even its enemy) is Scolastic Magazine's ad (shown above...
...Johnson & Johnson...
...1 Ad agencies attempt two different functions in the marketing field...
...Gulf Oil Corp...
...Smith Kline French Lobe .. 49,660,300 46,288,400 46,26,400 43,884,300 43,810,800 39,504,700 34,226,200 32,056,900 30,108,500 29,911,400 29,242,900 28,476,500 27,959,100 27,783,500 25,723,900 25,481,200 23,436,000 23,347,200 21,848,900 20,638J00 17,912,800 16,413,100 16,378,900 1i5,872,00 14,444,800 13,810,300 13,560,300 12,162,200 11,538,700 11,483,300 11,253,800 11,189,100 11,170,900 10,907,600 10,718,200 9,998,300 9,426,500 9,321,200 9286,300 9,283,800 8,993,100 8,943,600 8,805,300 8,774,300 8,327,000 8,205,6A0 8,150,300 8,040,000 7,340,700 7,077,200 6,995,000 52,233,900 47,625,800 37,554500 50,216,900 45,035,200 35,493,300 31,362,500 32,394,000 24,672,900 30,706,900 31,221,700 26,749,900 27,441,400 22,734,700 27,291,700 20,652,300 27,254,600 21,626,800 30,428,400W* 16,170,900 24,273,800 14,601,300 22,778,50 14,068,300t 13,893,800 12,894,400 4,039,000 11,671,400 6,407,400 10,791,900 9,627,300 4,370,300 6,964,200 6,521,400 7,289,000 13,134,300 7,994,200 9,342,100 9,36,5o00 9,857,700 8,620,800 9,596,600 8,226,200 7,264,100 4,741,600 9,692,100 8,190,900 6,681 ,800 6,644,100 2,460,700 7,183,900 Estimated Net Time and Program Costs 1968 1967 53...
...Ogilvy & Mather, another large U.S...
...345 32-9226 Source: Advertising Age, March 31, 1969 ---He has more influence over your teenager than you do...
...Given the rising anti-imperialist consciousness in Latin America, an ad agency can scarcely avoid the political consequences of its work whether it advertises a candidate or a product...
...corporations are not only rapidly expanding production facilities in foreign countries but are also becoming increasingly dependent on overseas sales and profits...
...March 7th issue...
...Home Prods...
...It needs and will demand more effective systems of mass communications to advertise its products, which in turn may lead to an increased consciousness among the people of the injustices and inequalities in present society...
...Copyright 1969 by the North American Congress on Latin America, Inc...
...Miles Labs...
...Warner.Lambert...
...The statecontrolled broadcasting structures which resist commercialization are under the continuous seige of the ad-men and their co-horts in public relations and general image promotion...
...and E14 ina $3.5 3.0 .3 2.1 .2 n.a...
...Will C. Grant, Chairman of Grant Advertising, Inc., was a member of the Advisory Committee to Improve Infantry Morale (1951...
...Amer...
...d ha au l- is...
...9 Puerto Rico 5.7 Venezuela 4.8 Armour Arrow Borden Bristol Aircraft Bristol Myers Brown & Wmson Tobacco Celanese Chase Manhattan Bank Chrysler Cluett, Peabody Continental Foods First Nat'l City Bank General Cigar Gen'l Electric General Foods Goodyear Gulf Petroleum Hunt Foods IBEC Housing Johnson & Johnson S.C...
...4,188,200 4,160,200 78...
...In dealing with this problem, a few agencies and marketing firms are re-reading their psychowarfare manuals and temporarily retreating to the universities where they can buy off some anthropology, psychology and sociology professors to study what the "natives" are really like and to discover the symbols in their culture by which the advertiser can most easily manipulate them...
...Television is the preferred medium of the advertiser...
...Johnson Union Carbide Kellogg Vick Chemical J.B...
...3,629,000 4,230,600 89...
...and other agencies for use in the Korean War...
...Metropolitan Life Insurance 3,637,900 3,752,300 88...
...4,982,900 4,513,500 71...
...Paul Foley, Chairman of McCann-Erickson, Inc...
...3M Co...
...American Tobacco Co...
...Won't you take us to your leader...
...The goal of the agency operating internationally is to develop a multinational agency patterned after the corporations...
...Sanborn Bros...
...The ad first scares businessmen by presenting a hero of the anti-imperialist struggle...
...American Cyanamid Co...
...1.0 S.C...
...obviously a Bolivian tin miner is not going to buy 'Ban,' at least not until he can feed his children...
...In the last decade, the large U.S...
Vol. 3 • July 1969 • No. 4
