MESSAGE FROM OUR SPONSOR"
The cost for advertising in 1963 in the United States was as follows: television, $2,100,000,0003; radio, $779,000,000; press, $13,200,000,000. That makes a total of $16, 079,000, 000. This com= pares with an annual military budget of some $50, 000, 000,000,
Advertising fire power can be judged by the fact that the average American is hit by 10,000 “spot announcements" edch year on television alone,
The Paris daily Le Pigaro, in reporting these figures. [May 4), said that the "“saturation™ point may be near, especially on television, °
This remains to be proved, however. The exact nature of "saturation" is yet to be determined. Even if absolute brain washing is reached, this may “not mean a lowering of capacity to absorb messages from “our sponsor." Capacity may unexpectedly rise, Who says America's annual advertising bill can't be increased to at least the level of investment for another world war? : . ~