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Digital ID
ent001611-028
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I agree.THE ANGEL THE SANDS ITA BREAD FOUNDATION 11/13/58 PROMOTION FLAN - NEU MARKETS GENERAL PURPOSE 1. To build up an anticipation and interest in the bread thru a concentrated advertising program of newspaper advertising, TV and radio spots for 10 days before Sale Day. "S-Day" (Sale Day). % 2. To announce the bread as another quality product under the name of the franchised baker, but not to disclose the name of Angelita's Bread until "S-Day." 3. To build up a product identification thru the use of the angel, the halo effect, and the cloud effect in the program before "S-Day" ?╟÷ then when the name of Angelita's Bread is announced, it will fall into place with the angel, the halo effect, and the cloud effect. 4. After "S-Day" ?╟÷ to pound home the name, the angel, and the M3o Good" slogan thru the heavy use of short, ef- fective TV and radio spots, and the powerhouse use of newspaper space in infrequent but striking ads ?╟÷ per- haps even using color in some markets. 5. After "3-Day" ?╟÷ to get the public to ask grocers for the story of Angelita's Bread in the form of the "Once Upon a Time" folder ?╟÷ by pounding home this idea in the same newspaper, TV and radio spots. 3. After Sales are rolling -- to use the "A Little Slice of Long Ago" advertising theme in the form of the 10 Old Country pictures, in Sunday sections of key market newspapers, and eventually in national Sunday supplements. THE BASIC PROGRAM 1 I