Document x10daj9a4V4DG4oeNmOV31drg

n azmwEB or k e s mb o op t h e e x e c u t iv e coc^mns O? IKE OLXEDBH CCMRAIft Minute* off the ceetiug of tbo Executive Coenittee of The Glidden Cot^orcf, <J j bold at tbe offlco of tbo Cottony* I39S Uhion Coaocrce Building* Cleveland* Ohio, on Tuesday, Docetaber 12* 19>0* fit 2i30 o'clock P.M. TJw following readers of the cotaralttee vere present: Adrian D. Joyce Dvight P. Joyce Clifton N. Kolb * SB* fyx'&gue J* A, Peters ] i Meoers. K. fi Cooler, Morrie* Paul JSaidhardt and Marshall Taylor of Weldrua ft rovefiltU and Messrs. $. B. Btcgpeou uud 5?* H.Turooy wore elec present at the ceeting. Mr. Adrian D. Jcyco, CMirnao* presided ood Mr. 3. D.Horner recorded the l BiOUtOO. Mr* Sisson, National Trade Salon Meusecr* outlined the faint Division4* , advert!eiog plans for the first eight souths of the Coopeny'e 1951 fiscal year. So stated briefly tbe rea&ons vby be believed the Comittee should approve tbs basic advertielng budget presented by JMdrua ft Efevsaltb* tbe Division's advertising t i j j agency. He pointed out that many aaettuae and conferences between coa&any and . Agency personnel, to veil fie constant contact with the Coopeay'a ftegtoonl Directors, 1 field representatives* department otorct and Urge trade sales accounts* bed Indi cated tbat tbe budget tinder consideration to* definitely needed by tbe faint Division. Tbe budget* he said* vaa needed* not only to aaintala tbe position of leadership la tbs paint and varnish industry vhlch tbe Company bad achieved through large ad vertising ieveataente over a period of aany years* but to support tbe Division's recent sharply Increased distribution. Ths prograa* be sold* voald serve to pro mote increased sales of other paint product* should 3prod Batin supplies continue GLD008657 short of deashd and would, Also, stloulat* further sales and promotion efforts by the Division's dealers and sales personnel* He recounted gain* cade by the Faint Division during the fiscal year ending October 31/ 1950, during vhlch tie* the Company had enlisted approximately 4/000 new gpred Satin dealers/ to bring its total to 12,348. a gain of 719 *uil Ollddttn line agents bad increased the number of such agents to a new high of 6,460, be reported* Sales of water-thinned emulsion paints, be told the Cosnlttee, had In creased 92$ during the post year. Total trade sales, be Said/ were 27$ above the preceding year as colored with an over-all Industry Increase of approximately 15$* An Impartial survey conducted by the Robinson Opinion Counsel/ said Hr* 3l(3paon, hod rated the Company first In the paint industry In effectiveness of Its advertising. Approval of the proposed budget, said Mr- Biopson, was necessary to keep the Ollddenms* alive In the Binds of Billions of consuoers who during the past year had become highly conscious of the Coctpany's paint products. Careful control of the basic budget van promised by Hr. Blapsoa, who told the Coaoittee that approval of the basic budget at this time did not Bean that all of the eoney called for by the budget would be expended. During the past year, he recalled, the Division bad a budget of $440,408 for tbs first eight aonths which it vos able to control to tbs extent of keeping total expenditure* down to $291,746* Monthly checks, be said, would be aade to nake sure that only such edvertlseaents were released as were warranted by stocks of goods available. Changes would be aade fros time to tine, he said, to feature those products vhlch would be in strong supply. Hr. Cooper, on behalf of Heldrua 4 fevaalth, presented the agency's pro posal for advertising expenditures for the first eight aonths of the fiscal year ending June 3D, 1951- Da presentation, entitled "Planning for Progress in the Pace of Emergency", had as its specific objectives keeping the Spred Satin naae GLD008658 alive, expanding sales of the Cotqpany's other paint and varnish products and Impressing the name 'Olldden' further in the public*# consciousness. Magaaiues, eald Mr* Cooper, afforded the Company the loveat cost advertising media per thou sand homes reached end possessed the additional advantage of permitting selective concentration* The magazines vhlch had been selected, he explained, were chosen on the h&sis of cost end the Job to be done* Primary media selected, be said, were the Saturday Evening post and life magazine, vhlch would he strengthened hy tvo 'hone service* siagezicos, Better Homes and Gardens and Good Housekeeping. Two soctionalisagazlnee, Sunset (Western states) and Holland's Magazine (South) and tvo national farm magazines. Country Gentleman and The Progressive farmer, would round out the program. Presently contemplated advertising, he stated, would feature Spred Satin Decorator Colors, if this product could he made available to the public in satis factory volume* Should increased production of Spred Satin he made possible, a more aggressive Spred Satin campaign could he launched, he promised, on one month's notice. In the event that the raw material situation depleted Spred Satin supplies, the agency pointed out that it could further de-oaphaaize Sprad Satin and promote instead those products vhlch were available for sale hy the Company. After careful consideration and upon notion duly made and seconded, the following budget for the first eight months of the 1951 fiscal year, totaling $1,181,669, was unanimously approved by the Coaolttee* national Space Other Rational Advertising National Service Local jtfvertletng $ 298,585. 12^,581. Concurrent with the foregoing approval wore reco&oftndatlon* hy the president that the Company watch cancellation dates closely to make certain that adequate raw material supplies vera available to produce advertised products and GL0008659 that frequent checkn be outdo ne to available cano end peekegae. VIthin per- olceihle llcsltfi/ every opportunity, should be taken} be said} to increase the Company's etocke of packaglns eupplieo. There being no further business to cooe before the Cosmittee,-.the meet* ing yaa upon, ration duly wade, seconded end imaoiaouely carried, adjourned. ^10008660