This advert was aimed at American guitar dealers in the late 1960s, appearing in the NAMM convention issue of trade journal Musical Merchandise review. The show in question was the Chicago summer NAMM show, June 1967. The amp in the picture is a Kalamazoo Model 2, the guitar a Kalamazoo KG2a, in the later SG body style.
Sell Kalamazoo to a beginner buying his first guitar and amplifier. It could keep him from buying his second from somebody else.