Brands Get Promotion Aplenty...

Advertisers Have Field Day at Rome Olympics

_oo _peamuo.,^{rl l} _{t mnreGalrCsemefwm}iaⁱ _ialte

Cailnssr.eh^eeenmD _sblesnlvie^ee _{ht esrc}sp s

_Gitemco^E _aempm— _mmsa b _Ue ^T _{h To.St} c _We^hu _si

R o _{c t cho}nOM

_{. ttn}ti^s _hhaee _etg-i^v _hene

_Xedsr_,e

_Vco^tar _ones

_IIlor^aut _smric

_Oas _lnobt _ydceio _ir n _meaos _pxtef ^g c ic^{- pea} f _ar^onn _bor _omtti _iez _nred

e g _{c t bho}ro^{Fiftfeuffyvge} _iaro

w _{p i sna}a _{i enegnsUeirsglttr}th^{rarwrS, s} _{lmineig, w}, o _{ir eestwopeue}ier^egdhwen _{s otthshrie}ly

_{hr seu}r^si _{Aombafsfrcfmacf oltdaoremirfefcehc}t_ah _so

t i_ole^{jorthOoert oo1rooaas} _9mnnlitrrqo _gh _deneGfuuo$adco _oa

_oaBde i

is^cts^rg _.e#ak_mit

_{t shxa}rv _toueplicsseha^odmesuhf t

a

d

ra^ht^ai _hsnalⁱ

_{. etpdepeeodbmym1ne br}e _3eorr

_orele _owsSt

_stet _ttt _eh^{n bti} _oeereⁱ

e _neyeaShtwfois_ee

_0ehc00e ^c an^od^n•utGgina t₁a^GOe i ₀nⁱ _billraRn _nlym _emaRoe_mle _lagtt _daepna _iymec_’t es^rict _asspoasro _cVni to^zuea _oerfn3i^c a _arl,dosrw05Vin_ef l ^sjo^hame _uasarcno _rvhnqoerm _ninacumto^a al^gvee _issp, t _n.tiuii_mon _ot_ne^- _sr

, in^fUmienhn t o_gr^.iatge - _Sl-^l Sprinter Wilma Rudolph, 20, became e_to-. the first American woman to win three

gold medals in one Olympiad: 100m,

_ngOte _,a_am^vdaai _ndnes _e$dcBoto a

_.rlbi _srcrala _osgn

cc^er8 _osa9dsef r _ril _dsl4itij _gnitu

_co _mciopemtronu _hi

_its _{nstsycghdeOiutfeoarwrr3}d _sk9ci

_.se_,l_ae^cmoreli _tco _htnpro _ecaadoapose^{e osit} _unh0ye-. T 3 _{, 2,}o

_{oephtyampcthwn}iz r

ng^tuse _or _lunortfevt _eranehcwih6 _do0o^pt

_eh _aidsli^abraies _rt

_’4annd _hfodrm$5Vos,s₀t^t _nbartg _{tIlglittoae0afsu02h}to _{s ens,,0}ll^t

le^denturnidr _cuveurge. v _wi^06d o

_gc _{tegniacaoscimlde} l _ai^uoa00a c _et

_srte _{orsntsnmase- cdotrN80}y: _nlekBSu^h _cnas^s _{ntpft, Cmo}N_uB _mteos.^c _onrIaUmrs^C on^hdttb _eiihplne _ytneaeiv^roS _.$gsiedceOfpo _hr _co2foraasl_ay^cr _mbrigrnlmot_vs e _.ilthpn’s^pep _lht io^esoe

200m and 4x100m relay. Miss Rudolph

a _outgmoz-l. suffered from polio, scarlet fever and double pneumonia as a child.

Younger, More Affluent…

_-g _rpin^{o-r gr} _pi A Look at Today’s Consumer _a—gt ^a i ^W s _au^A u- ^cnmS _aod eHrI g U.S. efforts: ^wreeun r

i

o

ASSOCIATED PRESS ASSOCIATED PRESS

_Se- ^o 1 _tnlyodat^{. h1n} c _{etaacin, wrotaTrst2}re _h6s _{n, h pehauhvhae.3}id _{frdgk B}r_uo^aifs _rpdlt_es^egeeg _mhrr_aa^hoh%e _odge.omoin _ef,w87 _uipv.4_e% f^s ro^wo _mof_r1kfa ₉i_.n^m _8gil _%oi_ues ₁t₀-^, _osgova•_mC t _li^fease _uit

_ceo _{it aenalmne-arwo}o_fca st^sa

_Idjfdt_eh^thys- _hospC _{o2lae w,e}o_cl _Buu4i^t v _Mri^rn^n0ewbainwiaa _’ga,0^racghlo _ysk

_Ihs0trpgaicarg _{taets fuorodhd}a_vn_ei _lgarcs ia^anektui _ens _nmdesddcirz _nte _ucis^d _seOCaonoosli_un^a _us.lykdnf _tt^t _medhhhdg p _sieereodar_no_d- pi^ts _cotr^bCw _iaoea _oabcl _ftuk-r _fh- i^- -

₁a _u5mtmmpar _enti_hn^sc. _{e1laOhe0iuc0prst9t}r^—, _h5e _{n.c, uae0dm} T_oo _atc

. _inie.1^-so2aogf9gn i _zesa^{%ytvynier5hsvvhetTou} _eeenhwrpla^gm—trd _heay

6 ₁7 _C90TeftbsN _aeeaG

l

_ls

l
_{s ti}0

bsidiary or-

_{.a 5smla.bh Seewuu1.}y t _{m d f foreF%}ed^ei.c1ars _{rota9se,9peonu}gC c _aa6oaf1ae.

g _{s Di}r^e5, _non00hjrrptt^rT t _ph^. _ooeCcwsuc0eus^maeeO _rr yNo,

_{9eAuU., thse0U}t 1^ot _ni _Bsn.S^0rseuD _{e id}n.

c_ns^tnl _oe%eAag^t _{ynehi.haders%s a}is _egsaa _{e, tson}, _•s,o

_et

c ₈r^{f p}

_inom5

d _fseoi1t^oi _{n9o. taaa}’ _hnnf^sfl^c _ad_n t^tuo _thhen _heen- _eri _rert w _wi s _{e yied}it^f _aehe

i

t _{o aham Wbi}t _uros _dtii

_8rejo^aar _eprjsbshnt

_8.weiohsoec1_e8 _rtyrin^{, fUt0} c

_6%hc_ie^bigat _ttnh.h,

_muet^a2 _{n mio}o

_oee _m- ^m d _ui^oFeri

_0esace _bcs

n _,sew3ne

i

_Urto_hr^af _.oe, S^r.

f_ai

6

_od
_{t co}ro^{r pio}

_oheedngoti _uer 19^gmonrna

_{0 sh1dag0n}, g^a

_s0tlwraai^ur _t.yhl _tol,^msss- _t,utg%n h h

_Ap- i _3l.yt ^t3aee3ed n

h

_lhyal_va^,ota _twwdcosu0 _cm—l0_a, _ustoei_ro^hteo _hcre2ti^t ba^{3ano irdn8oh} g _{n.d1etmneai—.ne} s _sp^pdr

_{5r0eef gemrs3t0of}me _.wti^tm^hesruein.2t _39hs _.einc

_Bs_ol^e _{tihg,pro. 9}f⁵o _toofT5 _hhpwgh0rype e _ateudra,wao1 _rp9

o _affdath^{sg quhen7} _{e uuaand.}1 _{nraake 40rbal}t’^{di99olfrp6o, d8o} _,r.o6rth^uyf

_{7 Tpe5ieaaisinalndee}a_,d _se4

h

n

_ln
_ectt1

n

i _%atebsin^{n%5neLaf%aicet} _saah _mpti^re

_Ci, . _nth^Fohc onⁱt^{teonahilgodr i4m9apve} _tay _{is Br h}t _nuCutahr, fo“ⁿ¹ t _{eorhsebwrmt.o1ens}s _{h5n. rdittmehoo8d}ho _gioaopr.hl _k7ad

_vec _{mit tua$ioarrifaeo}s _vSdo_in^hcrnoh s _nfept6t_,h^setnaoho.lo at^gluinIdu _nas

_omye _dm-. ^m c ₁a^oB _a ti⁹ⁿⁿ _c0t s₍,^1leu( _yytse^fl _weaigli _es^{to,y hooso} _wt

_n”_ure^{gg t} _df

y _{dnee c’e}h _rl _osa_uu^fheoiadb c_wh^{feut:d i} o _osutre$Ftnnca _hctn

_Pefsnsp⁾ _tge. in^rba _-uu5aeoht _cpt’,mymely _y ’ _s39^ire l

re^ea^raa _sdn0ye _soe-. _en- d

American boxer Cassius Clay gained international prominence by winning the light-heavyweight gold medal in Rome. en

_arL _gEatiddi _{e xb}m

_nmoir^a

_Cpo _1eresⁿi^g g _4nSsnt _)dtiainih_fa _tt _ui^ci _rse-t _e-

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

What a Family Needs to Eat and Drink ‘Modestly’

TOTAL BUDGET FOOD AND BEVERAGES

1. Chicago ........................$6,567 ...........................$1,751

2. Seattle ............................6,562 .............................1,844

3. Boston ............................6,317 .............................1,857

4. San Francisco ...................6,304 .............................1,795

5. Los Angeles ......................6,285 .............................1,747

6. St. Louis...........................6,266 .............................1,694

7. Portland, Ore. ...................6,222 .............................1,746

8. Pittsbugh..........................6,199.............................1,889

Cleveland ........................6,199 .............................1,695

10. Minneapolis .....................6,181 .............................1,647

11. Washington, D.C. ..............6,147 .............................1,684

12. Cincinnati ........................6,100 .............................1,734

13. Detroit.............................6,072 .............................1,761

14. New York ........................5,970 .............................1,853

15. Kansas City ......................5,964 .............................1,631

Figures include cities and suburbs. Average family is employed husband, 38; housewife;

8-year-old girl; 13-year-old boy. Source: Bureau of Labor Statistics figures for an annual

budget to provide “modest but adequate” living for a four-person urban family.

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

Dentists’ Okay of Crest as
Bar to Decay Elates P&G

^{S T} N^eoo^lflt d^{s Soe} to^fl1lT^sT h^tre e^&at ra^Om pe^neu^lnyt tic^AC^Dl^{A therapeutics reports:} aim “^{Crest has been shown to be an} effective anti-caries [decay-preven-tive] dentifrice that can be of sig-

CHICAGO—Crest toothpaste, drill- nificant value when used in a con-

ing away at the “decay preventive” scientiously applied program of

theme since its introduction five oral hygiene and regular profes-

years ago, has finally struck a sen- sional care; Crest dentifrice may

sitive marketing nerve. also be of value as a supplement to

The American Dental Assn. is public health procedure.”

officially recognizing the Procter & The council emphasized that its

Gamble fluoride dentifrice as “an action applies only to this specific

effective decay preventive agent,” brand, whose principal active in-

the first and only toothpaste ever to gredient is a patented stannous flu-

receive therapeutic acclaim from oride formula.

the ADA. Procter & Gamble people are

In a statement published in the exhilarated over what this “seal of

Journal of the American Dental approval” might mean for the mar-

Assn., the ADA council on dental keting future of Crest, but publicly

they are exercising restraint. Ben-

ton & Bowles has been Crest’s

agency since the product’s intro-

duction. #

Six-Year-Old Market...

Librium Top

Tranquilizer

NEW YORK—Hoffman-LaRoche

has captured a major share of the

U.S. tranquilizer market with its

new drug, Librium, introduced in

March.

The drug took off in the market

like a bird. It needed only three

months to become the No. 1 prod-

uct in new tranquilizer prescrip-

tions. Roche thus has the hottest

prescription product of 1960. It is

expected to spend close to $2,000,-

000 to promote Librium before the

^{yea t}h^hin^eBr d^eeis t^fh^fhiio e^cnuadt. su^ctc^yhe c^oes^fsu s^t,^hcc h^ee ow^dssre^uis v^g, e^.o r,^Afc is^lsoa^our n^bs in^ee-, -

^{t ee oxg nvpr caalleoa rste l b a qge kuasTsat hbdhed d} y^e _{t au}e^eili _{el mrlr}a^{pinbeyveecLm zs} _—br_es^{inetemsroibar at} _{fh cr paoeenhwd}o^grthualiur l _{rammrteaa cemlldip}d^pmenresnik _tha.^{eabdksintue rmtin} _tP^oraeergy _{i ehaeabe}r^{pkcrte sinp, vtg} _{h r sea cotvAti omaentaes i melrnofnealdan}e^lekt _{i pa3lsunat n0eeaevaothrrt}v^{et.gogrdio esiapp r o} _absio^tr _vnlrolffmitwu^{aTodoeemhro fnceyg u} _{irhti etresaltsnitoheau esoldtre}s^{nhnwLttds a} _iarly^{qedhit bimiircca} _pu.cte,^u _{e .n.oa #qT$lteretoitsT uih3satoaa le0 izr0oinllnhist}m^{iboerv lufnieaaima usiln ljosth} _{r m.ee}ⁱ _{s ee,fgo,defasypTa}n^{sst ihpm. auaa nrlt d-l} _norartet^onel a _adl^ne _cn—ly^{lstac ysrca aen nd} _{0 rsa0ta or0ranthdfstq fe,0nxetpui halnuii}d^so- _fiⁱs^xf _{l t fec0qiegete reu0utiyeyiedtihza}- _{drral.nebni retne-t s a-l i betz yntethr 1lyes 9}

Update: Despite the magnitude

of this declaration, P&G kept Crest

ads relatively subdued—a factor

that probably played to its benefit

in the long run. Before the an-

nouncement, Crest had a 12% mar-

ket share compared with Colgate’s

35% share and Gleem’s 20%. By

1964, Crest held a sizable lead at

more than 30%, compared with

Colgate’s 25%.

Estimated 1964 ad spending for

Crest was $12 million compared to

$1.5 million in 1960. Crest re-

ceived the most ad spending of any

P&G product, a distinction it

would retain until 1980.

Public Accepts Ads

But Refuses to Pay

for TV, Study Finds

COLUMBUS, O.—Despite its unfa-

vorable publicity, television still re-

tains the basic confidence of its au-

dience, especially as it relates to

news coverage, but viewers have

some misgivings about TV’s han-

dling of commercials.

These were the principal find-

ings in a 1,700-sample survey con-

ducted here last April. The survey

showed that many, and in some

cases most, of the respondents:

• Believe at least some TV com-

mercials are visually “rigged” to

make products appear to better ad-

vantage, but believe the same prac-

tice is equally prevalent in “slick-

paper” national magazines.

• Are annoyed by the number of

commercials in and between TV

programs, by hard-sell commer-

cials and exaggerated claims, but

have no objections to advertising

on TV when properly handled.

• Would be unwilling to pay an

annual fee—even $5 to $10—for

advertising-free programs. #