Document QgrEZ5BgarQ5y4KLo20B1eb27

SUMMARY 1965 Advertising Budgets National Lead Company 1964 OEC 1965 Recommended Budget ' j". . Paint (Eastern Group) $1,612,$00 Paint (Pacific Coast Branch) 518,500 Paint (Schorn Division) 46,500 Paint (Nat'l. Lead Co. of Hawaii) 14,000 Pigments '116, 500 Chemicals 103,500 Metals 45,300 Goldsmith Bros. 26,000 Nuclear Metals 15,300 Baroid 310,000 Titanium Pigment 164,400 Doehler-Jarvis 155, 200 Southern Screw 109,900 Magnus Metal 39, 600 Titanium Alloy Mfg, 70,600 Chas. Taylor Sons 42, 600 DeLore 7, 500 American Bearing 2, 500 Evans Lead 1,500 Texas Mining & Smelting 500 Master Metals 700 $3,403,100 1964 Expenditures (a) $1,470, 500 453,000 59, 000 11, 000 90,500 96, 100 39,500 23,800 10,700 279,600 145, 200 131,900 113,000 34,300 54,100 3 7, 500 8,000 500 1,400 600 700 $3,060, 900 1964 Budget $1,490,500 427, 500 48, 500 11,000 121,000 98,000 46,200 27, 500 10,000 311,200 1B1, 300 137,700 113,000 40,900 59,200 37, 200 7, 500 2, 500 1, 200 425 75 $3, 142,400 (a) 9 months actuals 3 months estimated NL 000039943 N 26138 1965 PAINT ADVERTISING BUDGET The 19j5 recommended National Budget reflects an increase of $214,000 over the approved 1964 Budget. This increase is mainly in consumer and local advertising space and production which is up $191, 000 over the '64 budget. A paint price increase is forecast for 1965 which will more than offset this increase in the advertising budget. Other major paint manufacturers have recently increased prices, the latest being Sherwin-Williams who increased their prices on major products by twenty-five cents per gallon. Sherwin-Williams and other manufacturers are using the funds obtained from the price increases to increase their advertising and sales promotion efforts. Estimated advertising and sales promotion expendi tures for 1965 for our four major competitors amounts to approximately $14,000,000. This is, an increase of over 50% from their estimated expenditures of $9,000,000 in 1961, The "Dutch Boy" budget for 1965 shows an increase of only $300, 000 or approximately 15% over the same time period. The advertising program for 1965 is coordinated with our marketing plan which includes the following major objectives: 1. Introduce new "Dutch Boy" Nalplex. 2. Substantially increase our share of the interior paint market. 3. Improve our share of the growing latex house paint market. 4. Hold our share of the important oil base house paint market. 5. Increase our dealer distribution by obtaining new full line dealers in areas of high potential volume. 6. Maintain our quality trademark image in the face of increased advertising expenditures by major paint manufacturers. NL 000039944 The advertising strategy is to use a concentrated schedule in major national magazines reaching the mass market and the specialized home market. The use of these selected magazines will allow us to direct our sales messages primarily to the heavy premium paint-using segment of the population who are homeowners in the middle and higher income groups. We are recommending regional issues of magazines having regional editions in order to concentrate our advertising where we have the best distribution and greatest per capita sales. The local advertising with regional editions of Life magazine and billboards will feature listings of every full line "Dutch Boy" dealer in the country. This promotion is designed not only to tell the consumer what to bty but also the very im portant fact, where to buy it locally. Television was considered as a medium for 1965 advertising but was eliminated due to the high cost involved, (a one minute network prime time spot costs approximately $40, 000), the heavy use of the medium by our competitors, our selective distribution policy, and the very limited program selection or spot times available that would reach our prime prospects. As the majority of our major competitors are using television very heavily, we will be able to run an effective and impressive magazine space campaign while spending much less money than our major competitors. Our major competitors such as Sherwin-Williams and DuPont vvill be spending as much as four times the amount of money for consumer advertising in 1965 than National Lead Company. The advertising budget for 1965 is 6.2% of 1965 estimated sales, of this the Media costs represent 3. 1% of estimated sales. t ^ -2- ML 000039945 DUTCH BOY PAINTS 1965 Advertising Budget Request NA--T-I- ONAL I Media National & Regional Magazines Circulation Reader's Digest 14, 250,000 Reader's Digest (Regional) 8, 175,000 Better Homes & Gardens 6, 500,000 Better Homes & Gardens (Reg.) 4, 767,000 American Home 3,250,000 House & Gardens 1, 100,000 House Beautiful 900,000 Popular Mechanics 1,350,000 Popular Science 1,280,000 Sunset 750,000 Family Handyman 300,000 Extension 378,000 Wallaces' Farmer 235,000 Prairie Farmer 400,000 Space Insertions Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 3 Pg. 4C 4 Pg. B&W 3 Pg. B&W 3 1/2P B&W 2 1/2P B&W 2 - -1- Local Media Life (16 Regions) 4, 855,000 Life (16 Regions) 4,855,000 Outdoor - Local Billboards Company Store Local Newspaper Adv. ............... Pg. 4C 1/2P B&W 24 Sheet 4 4 3 Net Cost $252,000 187,000 59,000 31,000 24, 000 17,000 17,000 25,000 3, 900 3, 600 2, 100 2, 800 $624,000 '! $239,000 133,000 25,000 $397,000 Trade Advertising Painter & Dealer Publications Space Placed Direct $ 25,000 2, 000 $ 27,000 Preparation Costs National Local Company Stores Trade $ 38,000 30,000 2,000 7,000 $ 77,000 MEDIA PLAN TOTAL - $1, 125, 000 3 - NL 000039946 II Other Advertising Co-op Advertising Co-op Advertising Prod, Classified Directory Adv, Advertising Research Booklets & Printed Matter Trade Shows Dealer Ident, Program Window & Store Displays Factory Sign Maintenance Painter Aids Latex House Paint Promotion Color Cards Dealer Presentations Other Production Charges Company Store Signs Company Store Displays Contingency Schorn Paint Nat'l. Lead Co. of Hawaii Other Advertising Total $290,000 7,000 83,000 5,000 43,000 9, 000 70,000 73,000 12,000 12,000 25,000 210,000 13,000 3,000 4, 500 5, 000 15,000 46, 500 14,000 $940,000 III Administrative Association Memberships Personal &c Travel Expense Office Expense Rent, Light & Heat Salaries Administrative Total GRAND TOTAL $ 3, 000 8, 000 5, 500 17, 000 93, 000 $126, 500 $2, 191, 500 1964 - 1965 Comparison Advertising Budget Paint Division NATIONAL Advertising National Consumer Adv. National Consumer Adv, Prod, Local Consumer Adv. Local Consumer Adv. Prod. Trade Paper Adv. Trade Paper Adv. Prod. Adv. Placed Direct Co-op Advertising Co-op Advertising Prod. Classified Directory Adv. Advertising Research Booklets & Printed Matter Trade Shows Dealer Ident, Program Window & Store Displays Factory Sign Maintenance Painter Aids New Nalplex Promotion Latex House Paint Promotion Color Cards Dealer Presentations Other Promotional Material Other Production Charges Association Memberships Personal & Travel Expense Office Expense Rent, Light & Heat Salaries Company Store Signs Company Store Displays Company Store Local Adv. Company Store Adv. Prod. Contingency Schorn Paint Nat'l. Lead Co. of Hawaii 1965 Recommended Budget $ 624,000 38, 000 372,000 30,000 25,000 7, 000 2, 000 290,000 7,000 83,000 5, 000 43,000 9, boo 70,000 73,00012,000 12,000 25,000 210,boo 13,000 3,000 3, 000 8,000 5, 500 17,000 93,000 4, 500 5, 000 25, 000 2,000 15, 000 46,500 14,000 $2, 191, 500 1964 Expenditures (a) $ 526,000 36,000 260,000 10,000 24,000 5, 500 2, 000 290,000 7, 500 80,000 5, 000 29,500 7, 500 66,000 64,000 12,000 12,000 86,000 (b) 22,000 210,000 12,000 9, 500 3, 500 2, 500 7, 000 5, 500 15,500 84,000 (c) 4,000 2,000 8, 000 -- 15^-QQO 59,000 11, 000 $1,993, 500 1964 Budget $ 520,000 36, 000 305,000 12,000 21, 000 4, 000 2, 500 310,000 11, 000 83,000 -- 59,000 4 7, 500 T58,000 62,000 17, 500 8,000 25, 000 20,000 205,000 16,000 7,000 3, 500 3,000 5,000 3, 500 10,000 65,500 2, 500 6, 500 4,000 --25*000 48,500 11,000 $1, 977, 500 NL 000039948 (a) 9 months actual, 3 months estimated (b) Increase due to $61, 000 approved after the original budget request for our share of cost for New Nalplex roller promotion. (c) Increase due to charging of 3 employees to advertising previously charged to sales and a 6-month overlap of advertising managers' salaries. -5- 1964 - 1965 Comparison Advertising Budget Paint Division EASTERN GROUP Advertising National Consumer Adv. National Consumer Adv. Prod, Local Consumer Adv. Local Consumer Adv, Prod. Trade Paper Adv, Trade Paper Adv. Prod. Adv. Placed Direct Co-op Advertising Co-op Advertising Prod. Classified Directory Adv. Advertising Research Booklets & Printed Matter Trade Shows Dealer Ident. Program Window & Store Displays Factory Sign Maintenance Painter Aids Latex House Paint Promotion New Nalplex Promotion Color Cards Dealer Presentations Other Production Charges Association Memberships Personal & Travel Expense Office Expense Rent, Light & Heat Salaries Contingency 1965 Recommended Budget $ 500,000 30,000 298,000 24,000 16,000 4,000 2,000 225,O0O 5, 000 63,000 5,000 35,000 6, 000 50,000 53,000 12, 000 8,000 20,000 ... 145, 000 9, 000 3, 000 3, 000 6, 000 3, 500 12,000 60,000 15,000 . $1, 612, 500 1964 Expenditures (a) $ 446,000 30,000 185,000 8,000 16,000 3,000 2, 000 225,000 5,000 61,000 5,000 25,000 7, 500 48,000 48,000 12,000 8, 000 22,000 66, 000 (b) 145, 000 9,000 3, 500 2, 500 6, 000 3,500 10,500 53, 000 (c) 15,000 $1, 470, 500 1964 Budget $ 438,000 30,000 225,000 8,000 15,500 3, 000 2, 500 245, 000 5,000 65,000 -- 55,000 7,500 *40, 000 45,000 17, 500 8, 000 20,000 25,000 145,000 10, 500 3, 500 3,000 5, 000 3, 500 10, 000 30,000 25,000 $1,490, 500 (a) 9 months actual, 3 months estimated (b) Increase due to $41, 000 approved after the original budget request for our share of cost for New Nalplex roller promotion. (c) Increase due to charging of 3 employees to advertising previously charged to sales and a 6~month overlap of advertising managers' salaries. -6- NL 000039949 1964 - 1965 Comparison Advertising Budget Paint Division PACIFIC COAST BRANCH Advertising National Consumer Adv, National Consumer Adv, Prod. Local Consumer Adv. Local Consumer Adv. Prod. Trade Paper Adv. Trade Paper Adv. Prod. Co-op Advertising Co-op Advertising Prod. Classified Directory Adv. Booklets & Printed Matter Trade Shows Dealer Ident. Program Window & Store Displays Painter Aids Other Promotional Material Latex House Paint Promotion New Nalplex Promotion Color Cards Dealer Presentations Personal & Travel Expense Office Expense Rent, Light & Heat Salaries Company Store Signs Company Store Displays Company Store Local Adv. Company Store Adv, Prod. 1965 Recommended Budget $124,000 8, 000 74,000 6,000 9, 000 3,000 65, 000 2, 000 20,000 8,000 3,060 20,000 20,000 4, 000 --5,000 --- 65,000 4, 000 2, 000 2, 000 5, 000 33,000 4, 500 5, 000 25,000 2, 000 $518, 500 1964 Expenditures (a) $ 8Q,000 6,000 75,000 2,000 8,000 2, 500 65,000 2, 500 19,000 4, 500 -- 18,000 16,000 4, 000 9, 500 -- 20, 000 (b) 65,000 3,000 1,000 2,000 5, 000 31,000 4,000 2,000 8, 000 -- $453,000 1964 Budget $ 82,000 6,000 80,000 4,000 5, 500 1, 000 65,000 6,000 18,000 4, 000 -- 18,000 17,000 2-- 7, 000 -- -- 60,000 5, 500 --- -- --- 35,500 2, 500 6, 500 4, 000 -- $427, 500 (a) 9 months actual, 3 months estimated (b) Increase due to $20, 000 approved after the original budget for our share of cost for New Nalplex roller promotion. NL 000039950 1964 - 1965 Comparison Advertising Budget Paint Division SCHORN PAINT Advertising Co-op Advertising Co-op Advertising Prod. Window & Store Displays Other Promotional Material Dealer Ident. Program Color Cards General Advertising Classified Directory Adv. 1965 Recommended Budget $11, 000 3, 000 5, 000 1,000 1,000 10,000 12,500 3,000 $46, 500 1964 Expenditures (a) $10,000 1, 000 2, 000 1, 000 1, 000 10,000 31, 000 3, 000 $59,000 1964 Budget $ 6,000 1,000 3,000 1, 200 1,000 7, 000 26, 500 2, 800 $48,500 T (a) 9 months actual, 3 months estimated -8- NL 0000399S1 1964 - 1965 Comparison Advertising Budget Paint Division NATIONAL LEAD CO. OF HAWAII, LTD. Advertising Local Consumer Adv. Local Consumer Adv. Prod. Co-op Advertising Co-op Advertising Prod. Classified Directory Adv. Booklets & Printed Matter Window & Store Displays Dealer Ident. Program Painter Aids 1965 Recommehded Budget :i $ 8,300 1, 300 2,000 100 1,300 200 100 600 100 $14,000 1964 Expenditures (a) $ 6,000 1,000 1, 700 100 1,300 200 100 300 100 $11, 000 1964 Budget $ 6,000 1, 000 1, 700 100 1, 300 200 100 500 100 $11,*000 (a) 9 months actual, 3 months estimated -9- ML 000039952 1964 - 1965 Comparison Advertising Budget PAINT DIVISION Eastern Group Pacific Coast Branch Schorn Paint Nat'l. Lead Co. of Hawaii 1965 Recommended Budget $1,612, 500 518,500 46,500 14,000 $2, 191, 500 Expenditures (a) $1,470, 500 453,000 59,000 11, 000 $1,993, 500 1964 Budget $1,490, 500 427, 500 48, 500 11,000 $1,977, 500 A ? (a) 9 months actual, 3 months estimated - 10 - NL 000039953 p ig me n t s Div is io n Trade Paper Space Trade Paper Production Direct Mail Printed Matter Trade Shows Salaries Contingency 1965 Recommended Budget $ 53,ObO 27,000 15, 000 10,000 6, 000 4,000 1, 500 $116,500 1964 Expenditures (a) 1964 Budget $ 55,000 $ 55,000 21,000 22,000 -- 30,000 6,000 6, 500 4, 500 3,000 3,000 3,000 1, 000 $ 90,500 1, 500 1 $121,0Cfo The primary objective of the trade paper campaigns for 1965 is to sell the benefits of M50 paints systems to bridge and highway engineers, contractors, public work authorities, consulting engineers and paint manu facturers. Additional trade advertising will be directed to the paint manu facturer on 45X, Y47 and 23A. The direct mail campaigns will be directed at the Petroleum industry for tank farm painting using an M50 paint system and to the Marine industry. Participation in two exhibits is planned for 1965. They are the National Association of Corrosion engineers and the Paint Industry Show. (a) 9 months actual, 3 months estimated - 11 ML 000039954 CHEMICALS DIVISION Trade Paper Space Trade Paper Production Printed Matter Chemical Materials Catalog Annuals Salaries Contingency 1965 Recommended Budget $ 64,000 18, 000 9,000 4, 000 2, 000 3,000 3, 500 $103, 500 1964 Expenditures (a) $ 63, 100 20,000 5,000 2, 500 2,000 3,000 500 $ 96,100 1964 Budget $ 63,000 20,000 6, 000 3,000 2, 000 3,000 1^000 $ 98,000 The primary objective of the program for 1965 is the continuance of the promotion of Gellants (Bentones and Ben-A-Gel) to paint manufacturers and our Stabilizers to the plastics industry particularly in the rigids and insulation for wire and cable. ' The increase in printed matter allows for the printing of a revised Stabilizer Handbook in 1965. The contingency fund is to allow for the promotion of new Bentone Gellant products expected to be ready for marketing in 1965. (a) 9 months actual, 3 months estimated 12 NL 000039955 METAL DIVISION Trade Paper Space Trade Paper Production Space Placed Direct Printed Matter Trade Shows Misc. Prod. Coats Personal & Travel Expense Salaries Contingency 1965; Recommended Budget $16,200 6, 000 2, 000 12,000 2, 600 2, 000 500 2, 000 , 2,000 $45,300 1964 Expenditures (a) $12, 500 3,000 3,300 8, 400 7, 000 300 500 2, 000 2, 500 $39,500 1964 Budget $12,000 3, 000 3, 700 16, 000 5, 000 1,000 2, 000 2, 500 $46, 200 In 1965 the primary objective of the advertising effort will be aimed towards increasing National Lead Company's market position in the various areas of Die Casting, Electronics, Anchoring Devices, Graphic Arts, Nuclear (radiation) Shielding and, as a consumer product, Shot for re-loaders. We have proposed a program to accomplish this objective in trade papers and one trade show (the I. E. E. E) as well as support with booklets and printed material. ooo > 4 (a) 9 months actual, 3 months estimated -13 - NL 000039956 GOLDSMITH BROS. DIVISION Trade Paper Space Trade Paper Production Directories Booklets & Printed Matter Direct Mail Trade Shows Contingency 1965 Recommended Budget $15, 000 3,000 2,000 4,000 1,000 -- 1, 000 $26,000 1964 Expenditures (a) $14, 400 2,400 1, 700 3, 600 500 1, 200 $23,800 1964 Budget $15, 500 3,000 2,000 4, 000 1,000 1, 000 1, 000 $27^500 NUCLEAR METALS DIVISION Trade Paper Space Trade Paper Production Trade Shows Personal Ik Travel Expense Booklets & Printed Matter Salaries Contingency 1965 Recommended Budget i $ 5, 600 2,400 3, 000 400 2, 500 900 500 $15, 300 (a) 9 months actual, 3 months estimated 14 - 1964 Expenditures (a) $ 4,800 1, 200 3,000 500 900 ----300 $10, 700 1964 Budget $ 4,900 1, 200 2, 000 500 1, 000 ~-- 400 $10,000 NL 000039957 BAROID DIVISION 1965 Recommended Budget 1964 Expenditures (a) 1964 Budget Trade Paper Space Trade Paper Production Unscheduled Space Unscheduled Space Production Direct Mail Catalogs Technical Manuals Store Directory Publications Classified Directory Adv, Memo: Pads Trade Shows Miscellaneous Salaries Contingency $120,600 21, 200 13, 700 4, 300 19,500 7, 000 15,500 5,000 33,500 7, 600 14,300 9, 500 3, 500 24,800 10,000 $310,000 $ 93,600 23,500 13, 700 4,300 19,400 10, 500 14,300 5,000 35,000 7, 600 14,300 10,300 3,000 25,100 --- $279,600 $111,600 26,500 13, 700 4,300 19,400 10,500 14,400 5, 100 35,200 7, 600 14,400 10,300 3,000 25,200 10* 000 $31T, 200 The toal recommended advertising budget for 1965 is $310,000, compared to $311,200 for 1964. This is a decrease of $1,200 from 1964. The total includes $6,900 for Tansul products. The total proposed budget is 0.585% of 1965 estimated sales compared to 1964's 0. 600% of estimated Sales. Trade Paper Space is increased for Drilling Mud to allow using 4-page, 4-color inserts that will give high quality, true color reproduction. These inserts will also be used for direct mail and handout pieces. Grease Products are also increased to permit stepped-up advertising on NYKON-77. Tansul Products is a new category. The Technical Manuals category is increased to allow production of new manuals for Foundry Products, Petroleum Industry Chemicals and Tansul Products. Trade Paper Production is down because we plan to produce fewer Single-page, multi-color ads in 1965. Catalog costs are down because there will be no space charges for the Composite Catalog in 1965. Publications costs Will be down because the BARASCOPE will be printed offset in 1965, eliminat ing the need for engravings. (a) 9 months actual, 3 months estimated - 15 - ML 00003995 ____ Baroid Division (continued) Direct mail is expected to continue at approximately the same rate as in 1965 for all product lines. The BAROID NEWS BULLETIN and BARASCOPE will continue as a quarterly and bi-monthly* respectively. Baroid FACTS and Field and Product Notes will continue at approximately the same rate. There will be no AFS Foundry Show in 1965, but the International Brewer's Exposition has been added to our schedule for Tansul Products. 1 - 16 - NL 000039959 TITANIUM PIGMENT DIVISION Trade Paper Space Trade Paper Production Sales Promotional Literature Convention Souvenirs Miscellaneous 1965 Recommended Budget $ 98,650 30,boo 26,000 9, 000 750 $164,400 1964 Expenditures (a) $ 89,800 30,000 16,000 9, 000 400 $145, 200 1964 Budget $ 89,550 27,000 25,000 9,000 750 $151, 300 The increase in trade paper advertising results mainly from the proposed use of color in a larger number of advertisements in order better to attract attention in those publications in which competition among adver tisements has become keener. Increased cost due to the use of color and other factors is offset by dropping publications that offer too much duplication of readership, and by judicious scheduling in others. Of the net increase in cost of proposed space, over 50% results from increase in rates. The sales promotional literature budget provides for the rubber and plastics edition of the HANDBOOK plus revision and reprinting of the general booklet on our products which would be issued toward the last half of the year. (a) 9 months actual, 3 months estimated - 17 - NL 000039960 DOEHLER-JARVIS DIVISION Trade Paper Space Trade Paper Production Direct Mail Trade Directories Classified Directory Adv. Chromeware Mailing List Maintenance Trade Shows Contingency 1965 Re commended Budget $ 40,000 9, 000 40,000 4, 000 5, 200 28,000 1,000 18, 000 10,000, $155,200 1964 Expenditures (a) $ 42,000 7, 500 25, 000 4, 000 5,200 22,000 700 20,000 5, 500 $131, 900 1964 Budget $ 34,000 7, 500 40,000 4,000 5, 200 22,000 -- 10,000 $137, 700 The proposed budget of $155, 200 is approximately 12% above the 1964 budget and takes into consideration the advance in space rates which become effective next year and also includes plans for a still more effective program in all categories. While the proposed budget reflects a ratio of only . 183% of the probable 1964 castings sales of $85,000,000, this ratio is expected to be still lower when compared to the anticipated higher volume of sales in 1965. ooo (a) 9 months actual, 3 months estimated - 18 - NL 000039961 SOUTHERN SCREW DIVISION Trade Paper Space Local Advertising Printed Matter Gifts Novelties 1965 Recommended Budget $ 79, 700 1, 200 15,000 10,000 4,000 $109,900 1964 Expenditures (a) $ 85,000 1, 000 15,000 10,000 2, 000 $113,000 1964 Budget $ 82,800 1, 200 15,000 10,000 4, 000 $113,000 MAGNUS METAL DIVISION .4T Trade Paper Space Trade Paper Production Railroad Publications Car Builders Encyclopedia Salaries Direct Mail Convention Souvenirs Contingency 1965 Recommended Budget $28,000 3,700 500 2,300 2, 100 --T 2, 500 500 $39, 600 1964 Expenditures (a) $25,100 3, 700 400 -- 1, 800 3, 100 -- 200 $34,300 1964 Budget $28, 000 3,200 700 -- 3,000 5, 000 1,000 $40,900 (a) 9 months actual, 3 months estimated -19- NL 000039962 TITANIUM ALLOY MFG. DIVISION 1965 Recommended Budget Trade Paper Space Trade Paper Production $28,800 h 9,800 Direct Mail 7, 500 Seminar Promotion & Publicity 2,000 Slide Presentation 1,500 Printed Matter 11, 000 Agency Fees 3, 600 Salaries 2,400 Exhibits 1, 000 , Contingency 3,000 $70, 600 1964 Expenditures (a) $26, 500 7, 000 2, 500 -- -- 11,500 5, 600 -- 1,000 _ $54,100 1964 Budget $27, 100 6,950 12,500 -- -- 11,450 -- ? 1, 200 $59,200 Trade space advertising for 1965 is primarily aimed at the ceramic industry. The objective is to increase TAM's share of the market by emphasing its high quality products and unsurpassed technical leadership in the field. -I The direct mail campaign will be directed to the ceramic tile, sanitary ware and electronic industries. An Electronics Seminar featuring outstanding electronic scientists* views on what they anticipate in the way of future electronic advancements is planned for 1965. (a) 9 months actual, 3 months estimated - 20 - NL 000039963 CHAS. TAYLOR SONS CO. Trade Paper Space Trade Paper Production Sales Literature Direct Mail Advertising Specialties Photography Agency Fees 1965 Recommended Budget $23,400 4, 800 5, 200 2,000 4, 000 600 2, 600 $42,600 1964 Expenditures (a) $19, 700 4, 800 6, 500 1,600 2,000 300 2, 600 $37, 500 1964 Budget $19, 700 4, 800 6, 500 2, 000 1, 000 600 2, 600 $37$ 200 The trade publication advertising program recommended for 1965 incorporates an increase over this year's program in order to give increased promotional emphasis to ZIRMUL for kiln furniture applications. Advertising to other markets remains basically unchanged. The budget for sales literature preparation has been reduced but will accommodate a realistic program. The increased request for advertising specialties is required primarily for the purchase and distri bution of Doehler-Jarvis ware for year-end gifts to valued customers. (a) 9 months actual, 3 months estimated - 21 - 000039964 NL DE LORE DIVISION Trade Paper Space & Prod. Directories Calendars Printed Matter Contingency 1965 Recommended Budget $3,000 1, oob 1,400 2, 100 $7, 500 1964 Expenditures(a) PTooo 1,000 1,400 2, 100 500 $8,000 1964 Budget $2,000 1,200 1,300 2,500 500 $ 7, 500 TEXAS MINING AND SMELTING DIVISION 1965 Recommended Budget 1964 Expenditures (a) Local Advertising $ sob ' j $ 600 General Advertising AMERICAN BEARING DIVISION 1965 Re commended Budget 1964 Expenditures (a) $2,500 $ 500 1964 Budget $ 425 ?_* 1964 Budget $2,500 Telephone Directories MASTER METALS, INC. 1965 Recommended Budget 1964 Expenditures (a) $ 700 $ 700 1964 Budget $ 75 EVANS LEAD DIVISION 1965 Recommended ______Budget 1964 Expenditures (a) Trade Paper Space and Prod. $1, 500 $1,400 1964 Budget $1,200 (a) 9 months actual, 3 months estimated - 22 - NL 000039965