The primary goal of any promotional campaign is to sell more stuff. When you are targeting children, what better place to advertise than in the Sunday comics?
This is an advertisement for the Alice series of end seals on NBC bread, as printed in the comics pages. I never knew that Nabisco also baked bread. When I first got this I was hoping there was a comic strip or something other than another ad on the back side of this, so I could date it. But alas, such was not the case, no date to be had.