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ENJOYABLE EATING — AND SHOULD INCLUDE EGGS. THIS MEDIA TOUR WAS 

 AN EXCELLENT WAY TO REACH THOUSANDS OF CONSUMERS WITH THE LATEST 

 INFORMATION ON THE IMPORTANCE OF EGGS AS PART OF A HEALTHY DIET. 



ADVERTISING AND PROMOTION IS ANOTHER CRITICAL NEED OF OUR 

 INDUSTRY, AND AEB IS HELPING US ADDRESS THIS AREA TOO. IN 1993, 

 AEB INVITED SIX ADVERTISING AGENCIES TO MAKE PRESENTATIONS ON HOW 

 TO BEST SPEND OUR LIMITED ADVERTISING DOLLARS. A NEW NATIONAL 

 CAMPAIGN, BUILT AROUND THE THEME "I LOVE EGGS," IS SET TO BEGIN ON 

 TELEVISION AND RADIO DURING THE FIRST WEEK OF OCTOBER. 



WE BELIEVE THIS CAMPAIGN WILL BE A WINNER. ONE REASON FOR OUR 

 CONFIDENCE IS THAT CONSUMER RESEARCH CONDUCTED BY AEB BEFOREHAND 

 INDICATED THAT CONSUMERS NEEDED "PERMISSION" TO EAT EGGS AGAIN. 

 THE COMMERCIALS WILL STATE THAT 1989 USDA RESEARCH SHOWS EGGS HAVE 

 22% LESS CHOLESTEROL THAN PREVIOUSLY REPORTED. INCIDENTALLY, THIS 

 RESEARCH WHICH ANALYZED THE ACTUAL NUTRIENT CONTENT OF EGGS (WHICH 

 HAD NOT BEEN DONE IN NEARLY 2 YEARS) WAS SPONSORED BY AEB. 



AS MUCH PROMISE AS THE NEW CAMPAIGN HOLDS, WE DO NOT CURRENTLY 

 HAVE A BUDGET SUFFICIENT TO CARRY OUT AN ADVERTISING CAMPAIGN IN A 

 MANNER COMMENSURATE WITH THE INDUSTRY'S NEEDS. OUR CURRENT 

 CAMPAIGN WILL PERMIT ONLY A VERY SMALL AMOUNT OF PRIME TIME 

 TELEVISION ADVERTISING, AND WE CAN ONLY RUN IT FOR 16 WEEKS. ONCE 

 AGAIN, THE NEED FOR GREATER LEVELS OF FUNDING TO CONDUCT ADEQUATE 

 PROGRAMS IS MADE CLEAR TO US IN THE EGG INDUSTRY. 



