Document QgYkQN8pQroKymZj0N2VY694R
MEMORANDUM
TO: Mr. D. A. Merson RE: Paint Advertising Budget for 1961
'VvKITTEE
JAN 18 1361
I am pleased to submit the Paint Budget for 1961, both, for the Eastern Group and for the Pacific Coast.
The protested media schedule represents an increase over 1960 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.
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 rate 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 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
$168,771 76,853 43,195
123,327 96,257 78,836 85,373 5, 357 6,877 7,008 3,600 72,000
$7(>7,454 50,000
$817,454. 126,413
Painter & Dealer Magazines Space Placed Direct Preparation Costs
Less Pacific Coast Share
Total
$ 20,000 1,000 5,000
$ 26,000 3,000 $ 23000
$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
T
NL 000040063
19611 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 , 317,852 |
NL 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 $ i>7, 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 Expenditure
$ 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