Document 6zY52wj0YYEx4zBa97EDwzMg
MEMORANDUM
TO: Mr. D. A. Merson RE: Paint Advertising Budget for 1961
APPROVED BY; EXECST;y E
JAN 18 1361
I am pleased to submit the Paint Budget for 196.1, both for..................
the Eastern Group and for the Pacific Coast.
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The propbsted media schedule represents an increase over I960 expenditures. It is felt that this increase is fully warranted for the following reasons:
1. There has been a general rate increase in media costs of about 12 1/2% over 19601
2. There has been increased advertising activity by our competition. ( See report below)
3. More comprehensive consumer advertising; is required to support increased sales of "Dutch Boy" Paint Products.
Glidden -
(1) Spectacular insertions probably put second half magazine slightly up on *60. '
(2) Spot TV may be ahead. (3) Newspaper may be about same.
T
Pittsburgh -
(1) Doubled magazine in first half of year over total for '59.
(2) Kept pace on TV, up slightly. (3) Doubled newspaper. (4) Up about 80% over last year.
DuPont -
(1) No network TV shows, but audit estimate is that paint is getting slightly more time than last year.
(2) Strategy aimed at Spot TV; spending at bigger rate and Philadelphia.
(3) Newspaper, $350,000 for six months vs. $200, 000 all last year.
(4) Total spending well ahead of ra.te for '59.
Benjamin Moore - (1) About 10% ahead in magazine.
Sherwin-Williams - (1) About same on magazines, but new agency is making stronger second-half print push than last year.
(2) Strong newspaper coverage on latex paint. (3) Spent $1, 060, 000 in six months vs. $1, 327, 000
all last year.
Submitted January 17, 1961
by T. Howard Sarine ^<7^ Advertising Manager
NL 000040060
196 1 PAINT BUDGET EASTERN GROUP
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NL 000040061
N 26166.01
1961 Advertising
MEDIA Magazines, Newspapers, Business Papers
Sat. Eve. Post " " " (regional)
Readers Digest Look American Home Better Homes McCalls Mechanix Illustrated Popular Mechanics Popular Science Extension Magazine Newspapers
Circulation
Insertions
6,500,000
4
2,800,000
4
12, 500,000
1
6, 300,000
3
3,600,000
6
5, 100, 000
3
6,500,000
2
1,050,000
2
1,300,000
2
1,250,000
2
400,000
3
Not yet sbheduled
Preparation Costs
Less Pacific Coast Share
Painter & Dealer Magazines Space Placed Direct Preparation Costs
Less Pacific Coast Share
Total
$168,771 76,853 43,195
123,327 96,257 78,836 85,373 5, 357 6, 877 7,008 3, 600 72,000
$767,454 50,000
$1817,454 126,413
T $691,041
$ 20,000 1, 000 5, 000
$ 24,000 3,000 $ 23,"000
$714,041
NL 000040062
196.1 Advertising
Dealer Advertising, Promotional and Point-of-Sale Material
Cooperative Advertising Classified Directories Booklets and Printed Matter Color Cards Trade Shows Window and Store Displays Store Signs And Decals
$260,000 60,000 45.000
175,000 10.000 50.000 54.000
$654,000
NL 000040063
1961 Advertising
Contractural Agreements
Factory Sign Maintenance
$ 4,000
Administrative Expense
Association Memberships Personal and Travel Expense Office Expense Rent, Light, Heat Salaries Misc. Production Costs
$ 2,500 5, 000 3,500
10,000 32,000
2,000
$ 4,000 $55, 000
NL 000040064
1961 Advertising
Recapitulation and Comparison with 1960 (Eastern Group only)
Media Magazines Newspapers Television Business Papers
1961 Budget
$ 631,041 60,000
23,000 $ 714,041
1960 Budget
$ 369,172
220,000 19,785
$ 608,957
Advertising Through Dealers
$ 654, 000 $ 675,000
Contractural Agreements
$ 4,000 $ 10,500
Administrative
$ 55, 000 $ 67,500
Contingency
$ 30,000
$1,427,041 $1,,391,957
1960 Expenditures
$ 377,352
210,298 24,530
$ 612,180
$ 639,360
$ 5, 655
$ 52, 767
$ 7, 890
$1 ,317,8521
MU 000040065
1961 PAINT BUDGET PACIFIC
COAST
000040066
Cooperative Advertising Production Costs General Advertising Trade Paper Advertising Dealer Presentation Classified Directory Listings Export Advertising Displays & Exhibits Booklets 8t Folders Promotional Material Dealer Signs Company Store Signs Company Store Displays Company Store Advertising Color Cards Admini strative
Schorn Division
National Lead Co. of Hawaii
1961 Budget $ 63,000
6, 000 127,000
6,000 6,000 15,500
--
12,500 10,000
5,000 16,000
7, 500 5, 500 8,000 90,000 37, 500 $415,500
30,000
10,000 $455,500
1961 Advertising
1960 Budget $ 67, 500
6, 500 123,000
5, 700 6,000 15, 000
500 14,500
5,000 1, 600 12,000 7, 600 5, 500 4, 000 90,000 40,500 $404, 900
26,000
10,000 $440,900
1960 Expenditures
$ 58,000 5, 100
124,000 4,000 5,200
15, 000
--
10,000 11,300
5, 500 17,100
8,000 2, 200 8,000 84, 000 36, 100 $393,500
23,000
9,000 $425,500
NL 000040067
1961 Advertising
Eastern Group Pacific Coast
COMBINATION RECAP
TOTAL PAINT BUDGET
1961 Budget $1,427,041 $ 455,500
1960 Budget $1,391,957 $ 440,900
1960 Expenditures $1,317, 852 $ 425,500
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NL 000040068