Advertising: Latin America
Frappier, Jon
Capitalism maintains itself by continuously increasing the amount of goods it produces. In order to function smoothly (i.e., turn over a profit), the capitalist system must sell its products...
...Shibuy-ku 463.2441 SAO PAULO (Vi*o) Set de Aril...
...3,815,900 5,123,100 85...
...Wherever a critical issue was to be W found...
...Source: Advertising Age, February 24, 1969-7and images, will., over a period of time, have a marked effect on the culture of another people - a form of cultural imperialism...
...This pattern corresponds very closely to the overseas expansion of U.S...
...Africa: 882,940...
...5 Radio, of course, is another prime advertising medium, mainly because of the high illiteracy rate and wide diffusion of receivers...
...if you'd like details on the IMPACT which makes these newsmagazines the most important magazines in Latin America...
...1942-43), and then Assistant Director, Domestic Branch, O.W.I...
...Merck & Co...
...Paul Foley, Chairman of McCann-Erickson, Inc...
...9 Puerto Rico 5.7 Venezuela 4.8 Armour Arrow Borden Bristol Aircraft Bristol Myers Brown & Wmson Tobacco Celanese Chase Manhattan Bank Chrysler Cluett, Peabody Continental Foods First Nat'l City Bank General Cigar Gen'l Electric General Foods Goodyear Gulf Petroleum Hunt Foods IBEC Housing Johnson & Johnson S.C...
...A few examples of ad agency personnel involved in such projects follows: William Bennett Lewis, Chairman of Kenyon & Eckhardt, Inc...
...Seecham Group...
...To plications...
...In order to function smoothly (i.e., turn over a profit), the capitalist system must sell its products regardless of their utility or value to a society...
...To overcome this problem there is a trend among the larger agencies (so far, J. Walter Thompson, Ogilvy & Mather and Foote, Cone & Belding) to "go public" by selling their stock on the open market...
...Minimum contribution for 1-yr...
...corporations and their advertising agencies into lush and not-so-lush markets overseas has changed the nature of foreign marketing from an export to a truly international orientation during the past decade and a half...
...Advertising is certainly one of the factors causing a widening gap between the consumption patterns of the relatively small urban middle and upper classes (at whom it directs its message) and the masses, whose basic needs are far from being satisfied...
...5,856,400 7,538,000 61...
...SCHOLASTIC MAGAZINES 50 West 44th Stretd New York, New York-10A number of U.S...
...14...
...Metropolitan Life Insurance 3,637,900 3,752,300 88...
...III, No...
...General Mills...
...Air Force, and the U.S...
...ad agencies get into the Latin American markets in a variety of ways...
...The Compton Advertising agency, for example, handled the successful presidential campaign of Rafael Caldera of Venezuela's Social Christian Party...
...Singer Co...
...Pillsbury Co...
...Rubber WAPA-TV San Juan Warner-Lambert Wilson Athletics FOOTE, CONE & BELDING Mexico $2.5 Alcan Armour Bacardi Beecham Brit...
...Still other agencies opt for joint ventures with foreign agencies...
...Gulf Oil Corp...
...Ritsten Purina Co...
...corporations into overseas markets...
...Williams Co...
...Goodrich Celanese Chesebrough-Ponds Colgate-Palmolive Corn Products Cyanamid Delta Airlines Diners Club Dow Chemical Du Pont Famous Foods Firestone Gen'l Electric General Motors Gen'l Tel...
...4,773,900 4,410,100 74...
...E) IM...
...Roberto Snchez Vilella, the unsuccessful candidate from the People's Party,.had hired Norman, Craig & ummel for his advertising...
...66 Hoover 69 67 54 ITT 57 58 50 Merck 43 37 31 Pfizer 51 48 51 Singer 71 51 n.a...
...The research group spent most of 1963-64 collecting interviews...[and] entering into extensive collaboration with social scientists, universities, and research organizations...
...Plough Inc...
...6,848,000 6,906,500 55...
...For nearly fifty years we've been on top of what's happening...
...Aberto-Culvor Co...
...4,188,200 4,160,200 78...
...Mars Inc...
...Lever Bros...
...The second function is to extend a product's desireability into new markets (the agencies follow the necessary expansion of U.S...
...Two such centers are the University of Michigan Survey Research Center in Peru and Harvard's Center for International Affairs in Argentina and Chile (the latter is also in several other Third World countries...
...Leonard Marks, former U.S...
...Despite the agencies' reluctance to relinquish private control, they realize that the higher priority, following the multinational corporations into the world market, requires additional capital...
...RlchrdsonMe rrel...
...and other agencies for use in the Korean War...
...1 J.Walter Thompson Company $237.9 $400.1 2 McCann-Erickson 219.5 259.0 3 Ted Bates & Company 132.9 201.1 4 Young & Rubicam 115.1 357.4 5 Ogilvy & Mather 67.0 138.0 6 Norman, Craig & Kummel 62.4 66.5 7 Foote, Cone & Belding 62.0 209.3 8 Compton Advertising 55.0 120.0 9 Grant Advertising 36.3 7.6 10 Grey Advertising 36.0 171.0 Source: Advertising Age, March 31, 1969...
...Armstrong Cork Co...
...3. R. J. Reynolds Tobacco Co...
...agency had handled the account during the previous 17 years...
...The frustration of most Latin Americans will mount when they are shown the many things they cannot have...
...Several groups and reporters charged that Frei was receiving $1 million each month during the campaign from the C.I.A...
...Latin America now has ground stations to link nine Latin American communications systems with satellites...
...Johnson Union Carbide Kellogg Vick Chemical J.B...
...Advertising agencies are now trying to decide the best way to utilize satellite communications for commercials...
...Not only are their cultures substantially different, but more importantly, their economies have not industrialized...
...Philip Morris Inc...
...S. F. Goodrich Co...
...Television is the preferred medium of the advertiser...
...The initial techniques used by advertising agencies were based on simple display...
...Borden...
...r - t. LI-- Aca-.- fl-u ,a.,, China...
...NACLA NEWSLETTER Vol...
...1967 Estimated Net ime and Program Costs 1966 1967 1. Procter & Gamble...
...National BSicuit Co...
...THOMPSON McCANN-ERICKSON GRANT ADVERTISING Argentina $ 7.1 Brazil 16.0 Chile 2.8 Mexico 7.8 Peru 1.7 Puerto Rico 2.3 Venezuela 3.6 Alberto-Culver Kodak Allied Van Lines Kraft Beecham Lever Bros...
...In the last decade, the large U.S...
...advertisers:-8"The advertising agencies rely on the communications media to open markets for their patrons -- the American and Western European consumer goods producers...
...Schlitz Brewing Co...
...3,444,600 2,824,500 94...
...Marks stated there would be no restrictions on advertisers using the satellite network...
...Given the rising anti-imperialist consciousness in Latin America, an ad agency can scarcely avoid the political consequences of its work whether it advertises a candidate or a product...
...Our editors were on-the-spot...
...According to a university research directory, 4 "Harvard University's Center for International Affairs conducts a research program on social and cultural aspects of development....to find out whether and how work in factories of similar enterprises changes attitudes, values, and habits in ways which are relevant to the individual's adjustment in, and contribution to, a modern or modernizing society...
...3,902,600 3,975,600 82...
...4,294,000 5,009,900 76...
...And the ih Senior Scholastic set out to find out...
...Norman B. Norman, President of Norman, Craig & Kummel, describes the new agency as based on the philosophy of "one world, one people, one marketing plan...
...5. General Foods...
...Grace .3 1.2 8.0 .4 1.3 2.5 2.0 .8 .4 Johnson & Johnson Lever Brothers National Biscuit Nat'l Continental Foods Nat'l Export Cncl Nestle Sabena Airlines Seagrams Sherwin Williams Standard Fruit Stand...
...There is a more clearcut hierarchy and priority of commodities...
...4,185,600 2,573,300 79...
...Therefore, capitalism must find ways to stimulate the demand for these unsolicited goods...
...is to sell something...
...they quickly became more sophisticated and differentiated, however, as a result of motivational and survey research conducted in the universities by sociologists and psychologists...
...Beatrice Foods Co...
...3 TABLE II PERCENT OF ASSETS, SALES AND EARNINGS FROM FOREIGN OPERATIONS OF U.S...
...4,200,900 4,601,200 77...
...Rapid-American Corp...
...Minimax, which bills itself as "the biggest supermarket chain in Argentina," doesn't put all its baskets in one ad-it just looks that way...
...9. Gillette Co...
...3,427,200 4,605,100 95...
...1 Pentagon-Sponsored Foreign Area Research...
...Brit...
...The need of the U.S...
...Far East, excluding Japan: 1.8 million...
...Waterman-Uc Pen Corp...
...345 32-9226 Source: Advertising Age, March 31, 1969 ---He has more influence over your teenager than you do...
...and E14 ina $3.5 3.0 .3 2.1 .2 n.a...
...In a fascinating set revolt' Is it parents...
...It tends to work well in westernized industrial countries such as Western Europe, Australia and even Japan (Eastern Europe would also be susceptible to unified marketing and the major U.S...
...Liggett & Myers Chesebrough-Ponds Mentholatum Clarin Merck Davis Labs...
...nmin it se t's Vrrly ul V...
...Advertising Age, March 31, 1969 Note to Readers: Anyone with further information on advertising and the U.S.media in Latin America, please send to: NACLA Media Project Box 57, Cathedral Station New York, NY 10025...
...Miles Labs...
...Pfizer & Co...
...products is still unclear...
...Scholastic then begins the sales pitch by arguing it too has an influence over America's teenagers, and, moreover, Scholastic knows what the kids really want...
...Corn Products 45 42 48 Heinz 56 n.a...
...Compton's candidate was defeated, but a friend of Young & Rubicam, Luis A. Ferri, was elected on a pro-statehood platform...
...7 Look who's number one-again!Il ADUERTISInG TO LARTin RIImER 725 Total Advertising Investment in Top Four Magazines as reported in the Rome Report of Expenditures in International Media 1968 If you'd like to know why a Little David of the publishing world makes out so well against these Goliaths...
...ad agencies to expand overseas: U.S...
...Xerox Corp...
...The agency also worked for the Popular Party's Luis Negr6n Lopez in Puerto Rico's 1968 election for governor...
...3,421,100 3,614,500 96...
...agencies have increased their overseas billings (total amounts charged to clients for advertising) at a rate four times faster than domestic TABLE I TOP TEN U.S...
...Why are so many students ` tell youth about youth...
...Bulova Coca-Cola Colonial Life Ins...
...Heinz Hoover Ideal Standard Internat'l Wool Bureau Mead Johnson Monsanto Reynolds Alum...
...This means that the same advertising techniques and format developed for a particular product (which is usually initially developed for the U.S...
...Loews Theatres...
...symbols Top 100 Network TV Advertisers, 1968 vs...
...4,948,700 4,706,100 72...
...Sources of funds for this project are: the Rockefeller Foundation, the National Science Foundation, the U.S...
...Perhaps advertising will hasten the destruction of itself and the system it serves...
...How will J. Walter Thompson, which handles the advertising for all 16 Rockefeller-controlled Minimax (IBEC) shopping markets in Argentina, promote its client after nine stores were bombed in protest over Nelson Rockefeller's recent visit...
...Anheuser-Busch...
...tMainly Playtex products...
...Adverti- sing agencies will no longer be needed or tolerated when the people collectively demand a system which will satisfy their needs...
...3,274,700 4,804,500 100...
...6,621,900 4,983,800 57...
...Johnson Lever Brothers 3M Company Noxema Chemical Parke-Davis Procter & Gamble Puerto Rico Cement Company Remington Rand Underwood Union Carbide U.S...
...Textron...
...8. Sterling Drug...
...Tel...
...United Citizens for Nixon-Agnew...
...ADVERTISING AGENCIES IN INTERNATIONAL BILLINGS IN 1968 (Including their Domestic Billings) (Billings in Millions) RANK AGENCY INT'L U.S...
...Radio Corp...
...8 Another political favorite is McCann-Erickson, which played an important and controversial role in getting Christian Democrat Eduardo Frei elected president of Chile in 1964...
...Texaco...
...Del Monte Eli Lilly Fleischmann Gen'l Motors Gillette Goodyear W.R...
...The implication is that if the businessmen have something to say to young people, or something to sell them, they should come to Scholastic Magazine...
...In a capitalist system, the society's needs are never fully met, because to satisfy many of them would not bring sufficient profit to the corporations...
...Mattel Inc...
...Agency: J. Walter Thompson Argentina, Buenos Aires...
...Will C. Grant, Chairman of Grant Advertising, Inc., was a member of the Advisory Committee to Improve Infantry Morale (1951...
...However, the contradictions which the ad itself talks about are perhaps becoming too strong for the ad to neutralize...
...d ha au l- is...
...VIw AND vsio OFFICES AROUIND THE WORLD NEW YORK-635 Mdison Avenue 212487500 BOGOTA-Call 19 No...
...Smith Kline French Lobe .. 49,660,300 46,288,400 46,26,400 43,884,300 43,810,800 39,504,700 34,226,200 32,056,900 30,108,500 29,911,400 29,242,900 28,476,500 27,959,100 27,783,500 25,723,900 25,481,200 23,436,000 23,347,200 21,848,900 20,638J00 17,912,800 16,413,100 16,378,900 1i5,872,00 14,444,800 13,810,300 13,560,300 12,162,200 11,538,700 11,483,300 11,253,800 11,189,100 11,170,900 10,907,600 10,718,200 9,998,300 9,426,500 9,321,200 9286,300 9,283,800 8,993,100 8,943,600 8,805,300 8,774,300 8,327,000 8,205,6A0 8,150,300 8,040,000 7,340,700 7,077,200 6,995,000 52,233,900 47,625,800 37,554500 50,216,900 45,035,200 35,493,300 31,362,500 32,394,000 24,672,900 30,706,900 31,221,700 26,749,900 27,441,400 22,734,700 27,291,700 20,652,300 27,254,600 21,626,800 30,428,400W* 16,170,900 24,273,800 14,601,300 22,778,50 14,068,300t 13,893,800 12,894,400 4,039,000 11,671,400 6,407,400 10,791,900 9,627,300 4,370,300 6,964,200 6,521,400 7,289,000 13,134,300 7,994,200 9,342,100 9,36,5o00 9,857,700 8,620,800 9,596,600 8,226,200 7,264,100 4,741,600 9,692,100 8,190,900 6,681 ,800 6,644,100 2,460,700 7,183,900 Estimated Net Time and Program Costs 1968 1967 53...
...Is it universities...
...Kellogg Ca...
...American Motonrs Corp...
...Westinghouse Electric Corp...
...5,140,900 5,007,400 67...
...The ad first scares businessmen by presenting a hero of the anti-imperialist struggle...
...Ltd...
...General Electric Co...
...Du Pont...
...480...
...Standard Oil (N.J...
...The data are to be coded and analyzed in 1965...
...Seven-Up Smirnoff Smith, Kline & French TWA Warner-Lamber t -5KENYON & ECKHARDT Argentina Barbados Chile Colombia $4.2 .2 Jamaica Mexico .6 Puerto Rico 1.2 Trinidad Venezuela 9.5 Bank of London & S. America Br...
...Chesebrough-Ponds Colgate-Palmolive Du Pont Gen'l Electric $ .8 1.9 n.a...
...3M Co...
...Norwich Pharae C C...
...Won't you take us to your leader...
...1960-67), was coordinator of government radio for the Office of Facts and Figures (1941-42), Chief of Domestic The ALLA NEWSLETTE is published ten times a year by the North a erican Congress on Latin America...
...Examin- If anybody can get to the core of the > ing the turmoil on U. S. campuses...
...Warner.Lambert...
...However, there are many drawbacks to the unified marketing approach...
...of America...
...3,588,100 2,311,300 90...
...3,686,100 5,330,800 86...
...47 n.a...
...6. American Home Products...
...Timex Vick Chemical ArgentJ Brazil Chile Mexico Panama Peru Puerto Venezu4 Aeroquip Armour Bayer Bendix B.F...
...Chrysleor Corp...
...March 7th issue...
...L T. French Co...
...The vast quantities of information concerning psychological manipulation and attitude formation which were gathered from these projects provided the basis for advertising methods today...
...26 Kitayacho...
...Tobac...
...Armour & Co...
...General Telephone & Electronics Corp...
...corporations to sell commodities rather than the economic priorities of each country determines what is produced and sold...
...The main prob- lem arises when agencies move into Third World markets...
...and Puerto Rico Iron Works -both owned by Ferr...
...advertising will use virtually any person, idea, language or event to accomplish this...
...57 Warner-Lambert 49 35 35 Source: "The International Corporation and the Nation State," prepared by Business International, New York, N.Y., May, 1968.-4TABLE III LEADING U.S...
...American Tobacco Co...
...This unified marketing approach has two effects...
...3,629,000 4,230,600 89...
...Scholastic quite surely has less influence on young people today than it did ten years ago, precisely for the reasons it uses to scare the businessmen...
...4. Colgete-Polmolive Co...
...9 Some suspected that the money was being channeled through McCann-Erickson, since the C.I.A...
...Oscar Moyer & Co...
...5,084,400 4,730,600 68...
...Goedyoar Tire & Rubber Co...
...Swih & Co...
...They examined the causes...
...Standard Brands Inc...
...In Mexico, problems, Scholastic Magazines can...
...The art of advertising became institutionalized to perform this task...
...4, July-August 1969 Published monthly, except May-June and July-August, when it is published bi-monthly at 160 Claremont Avenue, New York, N.Y...
...United Air Lines...
...Ford Motor Co...
...Since the system requires mass consumption, advertising turned to mass communication as the only effective means by which to convey the 'buying' message to the potential consumers...
...17 I-2Radio Bureau, Office of War Information (O.W.I...
...540 20440 LONOON-71 PIccadily 01-493-1756 MEXICO CTY-Hamtbigo 20 66-21-00 OUESSELDORF--Friednch.Ebert.Strsse 11 36-24-83 RIO DE JANEIRO (YOio)-Av...
...Wherever there were students and uzirest...
...5,740,000 4,223,300 63...
...multinational corporations which advertise in Latin America, illustrates the need for U.S...
...consumer products are even forced into the markets of those countries which haven't yet solved their basic food and health problems...
...Ogilvy & Mather, another large U.S...
...Corn Products C...
...Polaroid Corp...
...has been known to use ad agencies and public relations firms as covers...
...Amer...
...Chas...
...It needs and will demand more effective systems of mass communications to advertise its products, which in turn may lead to an increased consciousness among the people of the injustices and inequalities in present society...
...Sears, Roebuck Co...
...Williams Argentina Barbados Brazil Chile Colombia Costa Rica Ecuador El Salvadc Guatemala $ 6.6 Honduras N 1.0 Jamaica 12.7 Mexico 2.5 Nicaragua 1.4 Panama .6 Peru .8 Puerto Rico or .7 Trinidad .8 Uruguay Venezuela 2.0 Air West Amer...
...Firestone Tir & Rubber Co...
...After Ferr& took office, he awarded Puerto Rico's $3 million account to Young & Rubicam...
...3,541,600 3,358,800 91...
...First, and more immediate, the agency saves tremendously on costs by not having to develop a different ad for each market...
...The goal of the agency operating internationally is to develop a multinational agency patterned after the corporations...
...American Tel...
...Second-class postage paid at New York, N.Y.-3billings...
...tilles Airways Volkswagen Volvo LENNEN & NEWELL Mexico $2.8 Puerto Rico 4.1 Banco Crdito Libby's Colgate-Palmolive PepsiCo Corn Products Sears Sheraton Hotel D'ARCY ADVERTISING Mexico $7.4 Colgate-Palmolive Gerber Products Lufthansa German Airlines DDf 4 - Sources: Advertising Al, March 31, 1968...
...Reynolds Metals Co...
...3,420,400 4,258,700 97...
...lsa b M L minimax - --11Advertising by U.S...
...What is important to these people...
...4,982,900 4,513,500 71...
...Union Carbide Corp...
...7. General Motors...
...Clairol Corn Products General Foods Gilbey Hallmark Cards H.J...
...delegation to the International Telecommunications Satellite Consortium (INTELSAT controls all commercial satellite communications) addressed a group of international businessmen at a meeting sponsored by Young & Rubicam...
...Life Insur...
...ul sALC=l ILAuVn LCaUCLr are passionately involved in articles on civil rights, the movie code, welfare...
...Copyright 1969 by the North American Congress on Latin America, Inc...
...12 Patino,Tin and Bolivia...
...obviously a Bolivian tin miner is not going to buy 'Ban,' at least not until he can feed his children...
...5,408,700 4,798,100 65...
...6 Herbert Schiller, in his book Mass Communications and American Empire, discussed the problem of non-commercial government broadcasting that is confronting U.S...
...Johnson Nestle PepsiCo Pillsbury Schick Shell Yardley NORMAN, CRAIG & KUMMEL Barbados n.a...
...Television Magazine, September, 1965...
...write or call the Vision or Visao office nearest you today...
...Information Agency director who headed the U.S...
...Campbedl Soup Co...
...5,742,300 7,544,500 62...
...6,665,600 5,219,100 56...
...That tn Ampri A- In W-e4-r F rnr anrq Red .Lo r-L...
...U. S. Time Corp...
...5,401,700 3,076.700 66...
...Or does he...
...Some set up wholly owned subsidiaries or affiliates in the various countries...
...Secondly, a unified marketing approach, through its use of exclusively U.S...
...market) will be used wherever the product is pushed...
...Phillips Petroleum Co...
...Department of State (P.L...
...Sanborn Bros...
...1. Who's Who in America 1968-69 2. Television Age, July 1, 1968 p. 18 3. New York Herald Tribune, August 24,1964 4. The International Programs of American Universities, Institute of Advanced Projects, East-West Center, Honolulu, Hawaii, in cooperation with International Programs, Michigan State University, Second Edition, 1966 p. 192 5. Television Age, July 14, 1969 6. Advertising Age, June 16, 1969 p. 76 7. Herbert Schiller, Mass Communications and American Empire, Augustus M. Kelley, New York, 1969 p. 93 8. Advertising Age, June 16, 1969 p. 2; May 12, 1969 p.2 9. New York Times Magazine, "Eduardo Frei is Trying a Revolution Without the Execu- tion Wall", Bernard Collier, February 19, 1967 10...
...Pan American World Airways...
...6The multinational advertising agency plans to utilize a unified global marketing technique...
...subscriptions $5 In This Issue: Advertising: Latin America...
...Coca-Cola Co...
...100,979,300 $112,560.300 2. Bristl-Myers Co...
...Carnation Co...
...Prestolite International Remington Rand Royal Bank of Canada Scripto State Bank of Chile Sylvania Products Vick Chemical ectronics Co.YOUNG & RUBICAM Dominican Rep...
...Moreover, many of the images that are used in the United States have absolutely no mean- ing to Third World people, other than the elite who identify and have close contact with the United States...
...Others prefer to buy into already existing agencies (there is disagreement within the industry whether to gain minority or majority control...
...Tobac...
...Quaker Oas Co...
...H. J. Heinz Co...
...but they definitely will try, because North American capitalism must expand into those markets...
...275-B 52-3085 TOKYO-Meiji Heights...
...Many agencies are not expanding their overseas operations as rapidly as they would like, primarily because of limited capital...
...5,022,200 864,800 70...
...A good example of how it turns everything into a commodity (even its enemy) is Scolastic Magazine's ad (shown above...
...Sigurd S. Larmon, Chairman of Young & Rubicam, Inc., was a member of the Psychological Strategy Board (appointed by President Eisenhower in 1953 to develop psychowarfare program for the C.I.A...
...The ad not only transforms Che into a commodity-in order to sell another commodity, but it even coopts his language to say that the magazine has "even been known to cause a revolution in sales...
...agencies dream of the day when they will be setting up offices there...
...Drugs, violence, Black Power...
...3,922,600 80...
...Advertising executives played a key 'role in developing and utilizing psychowarfare and propaganda techniques, especially during World War II, but also for the Korean, Vietnam and Cold wars...
...1 Ad agencies attempt two different functions in the marketing field...
...General Justo...
...We've even been known to cause a revolution in sales...
...The statecontrolled broadcasting structures which resist commercialization are under the continuous seige of the ad-men and their co-horts in public relations and general image promotion...
...Johnson & Johnson...
...Oil N.J...
...Nestle Co...
...MULTINATIONAL CORPORATIONS WHICH ADVERTISE IN LATIN AMERICA Company Net Assets Sales Earnings American Standard 37% 35% 54% Chesebrough-Ponds 49 39 41 Colgate-Palmolive 40 55 n.a...
...Whether advertising will be able to adopt Latin American cultural symbols and style to U.S...
...Block Drug Co...
...advertising agencies and their clients in Latin America...
...Eastman eKodak Co...
...Cheosebrough-Pond's...
...W. R. Grace & Co...
...Monsanto Co...
...Liggett & Myers...
...a w . Imt E - as sa...
...British.Amrican Tobacco Co...
...Grace Squibb IBEC (Minimax) Standard Brands Johnson & Johnson Swift S.C...
...ad agencies have become directly involved in Latin American politics through their handling of political campaigns and government advertising...
...6,872,600 3,076,800 54...
...PepsiCo...
...In dealing with this problem, a few agencies and marketing firms are re-reading their psychowarfare manuals and temporarily retreating to the universities where they can buy off some anthropology, psychology and sociology professors to study what the "natives" are really like and to discover the symbols in their culture by which the advertiser can most easily manipulate them...
...5-51 410-541 CHICAGO-35 East Wacker Drive 312-263-6245 BUENOS AIRES--Corintes 456 493814 LOS ANGELES-1830 West Eiht Stret 213-3824346 CARACAS-Apertado 3954 3246296 SAN FRANCISCO-85 Post Street 415-421-7950 LIMA-Corondi Andris Reyes No...
...6,417,400 4,037,300 58...
...Noxel Corp...
...1.0 S.C...
...ela 2.2 Gillette Helena Rubenstein Int'l Machinery Kimberly-Clark KLM Max Factor Merck Plough, Inc...
...1943...
...Source: Advertising Age, March 31, 1969 We are 16 big me tli W e C. -. me is d .M...
...The method chosen by a particular agency usually depends on its capital resources, its size and structure, its need for personnel from the specific country and the nature of the competition...
...There are marketing and survey re- search centers at many universities with studies throughout Latin America...
...Standard Oil Co...
...U.S...
...Jamaica 1.4 Puerto Rico $2.0 Trinidad .9 Berger Hertz Chanel Mead Johnson Colgate-Palmolive Merrill, Lynch First Nat'l City Paramount Films Bank Philips Goodyear Texaco Grant Trans Carib...
...4,770,900 4,067,500 75...
...cmpgn (P...
...National Dairy Products Corp...
...Amer...
...He said language barriers can be removed by trans- lation systems...
...Carter Wallace Inc...
...Rico n.a...
...He said, "It depends on whether the economists [i.e., businessmen and agencies] involved find it's worthwhile [profitable...
...Subscription price: $5 per year...
...The first is to intensify the demand for a product within a given market (this is the agency's primary task in the United States...
...Estates GREY ADVERTISING Venezuela $3.4 General Electric Mattel Toys COMPTON ADVERTISING Dominican Rep...
...5,859,000 2,762,500 60...
...Shall Oil Co...
...Norton Simon Inc...
...3,473,200 3,757,300 92...
...Near East: 741,000...
...Further development and testing came during wartime in the form of psychological warfare and propaganda work...
...10027...
...4,829,200 2,309,900 73...
...and if you'd like a piece of the ACTION in expanding markets in Latin America in 1969...
...An industry magazine puts it this way: "The march of U.S...
...Nestle Douglas Aircraft Pan American Du Pont PepsiCo Firestone Tire Philips & Rubber Seagrams Fleischmann Singer Ford Smith, Kline Gillette & French W.R...
...given the distribution of television in the Third World, Latin America is a prime market (number of TV sets in the Third World breaks down as follows: Latin America: 12.5 million...
...For example, Esso's "tiger in your tank" and Ajax's "white tornado" ads would undergo little if any modification when presented in other countries...
...It claims that Che has more influence over their children than they do...
...Is e of articles exploring "Youth In Ferment" Vietnam...
...5,490,200 4,674,400 64...
...American Cyanamid Co...
...3,891,900 4,285,900 83...
...business and the creation of the multinational corporation...
...And why we're planning incisive studies on such topics as the Warren Court and the draft...
...1965) was with the O.W.I., New York City (1943) and Bureau Chief-Istanbul, Turkey (1944-45...
...Amer...
...Social Christian Corporation Party campaign Condesa (Venezuela) Island Network Sonodyne ITT Trinidad and ToKIM-Dutch An- bago Tel...
...3,448,700 1,568,800 93...
...21...
...Johnson & Son...
...5,917,300 7,480,300 59...
...Young & Rubicam was the obvious choice to take over since it does the ad work for Puerto Rico Cement Co...
...of Indiana 3,303,800 3,041,700 99...
...Overseas Airways Corp...
...MceDonalds Corp...
...American Gas Aun...
...What do teenagers really want...
...J. Bi...
...Andrew Jrgens Co...
...Developmnt...
...He elaborates: "The agency of the future must go abroad, must follow the pioneering lead of these world-wide clients...
...corporations are not only rapidly expanding production facilities in foreign countries but are also becoming increasingly dependent on overseas sales and profits...
...The companies listed in Table II are only a sampling of those appearing in Table III, which lists the major U.S...
...3,372,100 98...
...3,213,600 2,546,600 Source: Tvil figures from Lading National Advertisers...
...Because we reach this youth market, perhaps you should reach us...
...Rico) BWIA Rootes Motors Carib...
...3,904,000 3,084,400 81...
...ADVERTISING AGENCIES AND THEIR CLIENTS IN LATIN AMERICA, 1968 (billings in millions) J.W...
...3,639,800 3,662,700 87...
...Home Prods...
...2 Table II below, on the foreign operations of U.S...
...Volknvwogen of America...
...Expenditures for Lorillard Corp...
...5,053,100 4,643,300 69...
...The client-agency task will be to hammer out as parallel organizations new techniques of management, strategy, basic creative methodology on a multinational level...
...Shulton Inc...
...3,822,500 3.487,600 84...
...agencies dramatizes the exploitative nature of the capitalist system...
...6 Puerto Rico 7.3 Trinidad 1.8 Venezuela 3.0 Antilles Brewing Popular Party Barbados Tel...
Vol. 3 • July 1969 • No. 4
