HEINEKEN'S
ADVERTISING SCHEDULE - APRIL, MAY, JUNE
HEINEKEN'S ADVERTISING
PLANS FOR 1957
WELCOME TO NEW FACES
It's smart to
go Dutch with
Imported
Holland Beer
Our advertising plans for this year have
been considerably expanded over all
previous years. We recognize that due
to the increased sales of Heineken's Beer,
we are constantly reaching deeper and
deeper into the various potential markets
in this country. In recent years we found
the housewives were responsible for the
purchase of a large volume of Heineken's.
Research proved to us that when people
entertained at home they wanted to serve
the best in food and beverage.
In order to hit this market we have
added to our national magazine schedule
a series of ads in House Beautiful maga
zine. This magazine reaches an audience
of 3,420,000 female readers, many of
whom are leaders in their communities.
The ads are slanted towards the idea that
gracious entertaining calls for Heineken's
Beer.
In addition to this female market, we
are constantly hitting the businessmen's
market with our advertising in News-
week; the sports field with our ads in
Sports Illustrated and the daily racing
papers; the travel and vacation market
with our ads in Holiday; the young ex
ecutive market with our ads in Esquire.
We are running and will be running
spot announcement programs in various
markets in this country. This, together
with our point-of-sale material, forms
a well rounded ambitious advertising
campaign which is constantly working for
you to pre-sell the consumer in their
homes and at the point of purchase.
National Magazines
Newsweek April 8
May 13
June 10
June 24
House Beautiful April
May
June
Holiday April
May
June
Sports Illustrated April 22
May 20
June 17
Esquire May
National Turf Dailies in New York and
Chicago constantly during April,
May, June
Trade Papers
Kansas Beverage JournalApril
May
June
Hotel World Review April 6
May 25
June 22
Club Management April
May
June
Beverage Retailer April 15
May 20
June 17
Server April 22
May 20
June 17
American Restaurant Magazine April
May
June
Radio
In addition, spot announcements during
this period over WPAT Paterson and
WBAI-FM New York.
DIXIE BEVERAGE COMPANY, INC.
914 Pulaski Street
Columbia, S. C.
CHARLES GILMAN SONS
105 Church St.
New Bedford, Mass.
J. O. DEETS DISTRIBUTING CO.
1027 Ninth St, S.W.
Cedar Rapids, Iowa
Gracious hostesses
everywhere know that
Heineken's Imported
Holland Beer makes any
get-together a festive
occasion. Heineken's
unmatched flavor and
lightness is a compliment to
your own good taste.
America's largest selling
imported beer.
Gen. U. S. Importers: Van Munching Co. Inc. New York, Chicago, Beverly Hills, Micm
