Document 6r6RO8bB00LbxM84OEbQ0onm

LI A15846 - - -- ^ MlthiYi f msutM . Mr. David M. BoreIn* Our epee# advertising prograa la 1964 will include three new area* at prcnotlon, solder, calking lead and tarot plat*. The first two at these l t w aajor narkete for lead and tha other, tern* plate, 1* mU but with excellent growth possibilities. In the eee* at solder tod tern* plate, our advertising will be ae atteapt to develop aew aarketa. V* will be goInf to the design engineer ttso la not feel liar with the a* lead product* and the aagatlnaa ws will uae are "Machine Design," "Material* in Design Engineering," 'Product Engineering" for both product*, "Metal Product* Manufacturing* ter tern# plat* and "Product Design t Develcgeanf for adder. 1b* najor reason for this approach la that ve found the adder end tern* plate aanufacturere doing a fine job la prcnotlng their product* la the area* at currant use, euch ae the autcnotlve, cane and electronic Industrie* end we certainly did not vent to duplicate their effort*. As for calklig lend, this pcogri la an effort to nalataia this wary substantial narhet. Aa nany of you know, tb* cast-iron sell pip* Industry la currently engaged la n very aggressive proaotlooal effort extolling the virtues of non-leaded type Joints. The pltablng Industry 1* being told bow affection these new type Joints are and vlth a wealth of engineering data to prove It. At least one aaaufscturvr la "guaranteeing" the Joint* for fifty yearn and give* the plurt>*r a certificate to that effect, even though tb* Joint* have only been on teat less than five year*. Our calking lead advertising prograa will counter attack with fact*, facta that th* responsible plunbtng contractor or official will have to consider when th* decision la aad* aa to the type of Joint weed. < You beard Prof. Moctgcneiy* report yesterday an th* research be 1* conducting on th* effectiveness of lead-calked Joints. It la alee oar Intention to publicise th* data be la developing. Tb* eagerIn** vn ere using are "Aatrlcao Clty'aod 'Plu*blng-Be*tlng-Coollng Business." Our storage batteries for active power caapelgn will continue la "Business Week," 'factory* and "mterlal Banding Engineering." Me will again ask tb* electric utility conpenle* and the electric truck aanufmetureri to tie In with our prcnotlcoal effort* ae v* did so successfully last year. The architectural and construct loo prograa will Include tb* nagarinf "Engineering Bew* Record," "Progressive Architecture," "Rooflcg, tiding ft Insulation" and for the first tlas "Busin*** Week." In th* field of noise control, we will have case history type of ad* la "Bogins*ring lews-Record," "rectory* aad "Progressiva Architecture." A stepped-up caapelgn on lead-asbestos antl-vlbratlon pads will be seen this year in "Engineering Bewa Record," "Factory," Progressive Architecture," and "Busin*** Week." 1* l .iu up pfBipiMiwpy. -. imp i uy ,,yj,pw, m iul i.n.ii".` 1 mrnmrnmmmmf ^ ..-r ^ Mtf->m**iMHaH^fcfe.^Akisa.- rti^aattfMt*. , Dria M. SoreIs* Otr csapalga on lead sheathed povsr cable vlll bs continued la "Esctrleal World" sad because vs hsvs dtteralned that nsay large Industrial organisations purchase povsr cable to thslr ora pacification* ra an alaa taking ada la "factory* nag* tins. Though reduced illfitlj, our advertising caspalgn la the Canada field vlll continue In tb "Aaarlcan Caraade Society Bulletin," "Canals Age," "Cenada Industry" and "Metal Product Manufacturing." In the paint plgsent field a auch broader aad worm ccsprebsnslva progras vlll ha conducted on red lead and the never ruet-lnhlbltln lead ccagounde in "engineering Aeve-Beccrd," "Aaarlcan Paint Journal," "The Official Digeet" aad for the first tlaa the "Aaerlcan Painting Contractor." lead chrcwste In the fora of yellow traffic aarklag paint vlll alao ha promoted for the flret tlaa la "Aaarlcan City" asgaclas. Z vculd Ilka to aaka It vary clear at ttala point that our advertising expenditure* do not reaaln etatlc. We are caoetaatly evaluating our progreaa aad aaka auch change* as conditions variant. To help ue do this * have devised a cyrtea raarehy ve are able to intelligently judge the effectiveness of any ana of our ada or even an entire prograa. This, coiqplad vlth the knowledge and experience of our advertising agency, astea us faal that ve are spending your acnay Intelligently aad vlsaly. Total circulation of our apace advertising la I96A vlll be alaort 1.100.000 ccapared vlth $00,000 In I96J. The nubber of Individual advertising asssagss la 196h vlll be around 10,600,000 ccapared to 6.750.000 In 1963. It works out to s coat of shout 1.6 cents par salsa saga. Our agency people tall us that this Is very good eonaldarlag the types of cscpelgns ve are running. duppleaentlng our space advertising prograa Is our direct nail and Included la this Is our quarterly publication "Lead," one of laportant efforts In this are*. Just radar 50,000 copies of ase sent to users sad potential users of lead. In addition, booklets designed for specific applications of lead ars distributed and abaft vs az planning for 196b vlll be discussed by the other aeSbexa of tbs staff. At the back of this rocs ve have a display and included la this ars xaa^les of ths ads ve are running la the various publications nentlaasd. Also displayed Is ths 11termture ve ars distributing la response to tbs Inquiries vs receive. X hope you vlll take tlas out to look at these and 1st us have yqur cMints. Any criticlaas will be scat gratefully received. f nmm WF 1 MsttKkfe.