I798 JACKSON INDEX INDEX JORDAN MCGRATH CASE & TAYLOR, INC. I799

798, I2oI, I266, I52I, i601; Thrille~ Japan Advertising Agency Association, 466, Jennings, Peter, 95, 523 Joe Camel, 311, 316, 336, 539, 690, 760, Johnson, Ray, 77 (Durham, North Carolina). See under r520; "Thrille1;" Io92 469, 878 Jenny Craig International. See under Craig 1212, 1369, 1694 Johnson, Robert Wood, Jr., 880, 881, 882 Harttnan Jackson, Phil, 1349 Japan Advertising Council, 468 Jeno's Pizza, 623, 1234, 1235 Joe Chemo, 336 Johnson, Robert Wood, Sr., 880 John W. Shaw Advertising. See under Shaw Jackson, Reggie, 148r, I482 Japan Air Lines, 898, 900, 1462 Jensen, Thomas, 525 Joe Isuzu, 114, II4, 457, 475, 522 Johnson, Samuel, 749 John Wanamaker & Company. See under Jackson, Thomas Penfield, ro3 8 Japan Audit Bureau of Circulation Jenson, Nicolas, 1580, 1583 foe Palooka, 729 Johnson, Samuel Curtis, 884, 886, 888 Wanamaker Jackson & Perkins, 1673 Association, 466 Jenson typefaces, 1580, 1583, 1584 Joe Robbie Stadiun1, 335 Johnson, William H., 139 "Join the rebellion," 305 Jacksonville Jaguars, 3 3 5 japan Marketing Association, 466 Jeopardy!, 1426. See also color plate in "Jogger," 940 Johnson, William R., 730 "Join the people who've joined the Army,"

Jackson Wain Agency, 1071 144, 238, I437 Japan Newspaper Advertising Agency volume one John, W.A.P., 791 Mead Johnson & Co1npany, 57, 210, 880 1050 Jack Tinker & Partners. See under Tinker Association, 466 Jep et Carre, 618 "John and Marsha" (Freberg), 623, 824 Johnson & Johnson, 582, 880-83; Ammirati Joint Policy Com1nittee for Broadcast Talent Jacob Ruppert, Inc. See under Ruppert Jardine Matheson & Company, 301 ]e Reviens, 1202 John Birch Society, 1676 Puris Lintas and, 967; Batten Barton Union Relations, 99 Jacobs, Alan, 197 Jarreau, Al, 1395 Andrew Jergens Company: Cunningham & John Brown & Partners. See under Brown Durstine & Osborn and, 267; in "Join up ... join in," 59 Jacobs, Morris, 196, 197, 199 Jartran, 1126 Walsh and, 433; Deutsch, Inc., and, John B. Stetson Company. Sec under Stetson Commonwealth of Independent States, Jolliffe, Gray, 358 Jacobs, Nate, 196 Javelin cars, 1648 477; and green advertising, 531; John C. Dowd, Inc. See under Dowd 1375; Con1pton Advertising, Inc., and, Jollyco .Family, 3 66 Jacobs, Susie, 197 Javex Bleach, 3 52 Kirshenbaum Bond & Partners and, John Cleghorn Agency. See under Cleghorn 3 66; D' Arey Masius Benton & Bowles Jolly Green Giant. See Green Giant Jacobs, Walter L., 734, 737 Javits, Jacob, ll9I 906; Robert W. Orr Agency and, 630. John D. and Catherine T. MacArthur and, 447; DDB Needham Worldwide Jolly Rancher, 734 Jacobs Suchard, 1379 ] .A. Wilson Meatpacking Con1pany. See also Woodbury's Facial Soap Foundation. See under MacArthur and, 454; and disposable contact Jolly Time Popcorn, 384 Jacoby, Jacob: Misco1nprehension of Televised See under Wilson jerry & Ketchum, 457 John Deere. See under Deere lenses, 1442; and disposable diapers, Jolson, Al, 911, 947, 1172, I382, 1533 Communications, 53 jaws 2, 1082 jerry Goodis, Inc. See under Goodis John F. Murray Advertising Agency. See under 1275; DPZ and, 496; and feminine Jo Malone. See under Malone Jacoby, Konstantin, I477, 1478-79, r478 Jay Advertising, 1007 Jerry, Inc., 457 Murray hygiene and intimacy products, 577, Jonason,Joakim, 1153, 1193, 1194 Jacoby, Robert, r43, 499 Jay Chiat & Associates. See under Chiat Jerry's & Dave's Guide to the World Wide John I-Iaddon & Company. See under 579-80, 582; Lintas and, 947; Jones, Billy, 866, 1104 ]ads Salts, 54 Jay Cooke and Company. See under Cooke Web, I68r. See also Yahoo! Haddon McCann-Erickson, Inc., and, 1011; Jones, Candy, 1265 ].A. Folger & Company. See under Folger jay's potato chips, 1110 Jersey City (New jersey), 3 50 John Hancock Building (), 1263 and radio, r688; and Tylenol Cold Jones, Caroline, 1054, 1659-60 Jager, Durk, 821, i277, i278 Jay Ward Studios, See under Ward Jerusalem Post, 869 John Hancock Financial Services. See under products, 42, 1312; Young & Jones, Christopher, 159, 1535 Jagermeister, 666 jazz, 27 Jet, 27, 28, 410, 1065 Hancock Rubicam, Inc., and, 1687, 1688. Jones, Chuck, 305 Jaguar, i13, 610, 612, 959 Jazz Singei; 1079 Jets. See Sugar Jets John Hobson & Partners. See under Hobson Sec also Aveeno; Modess; Motrin; 1ones, David, 3 60 jahan, Pierre, 32I J. Bamberger & Company. See under Jetsons, 67 John H. Tinker & Partners. See under Tinker Neutrogena; Nicotrol NS; Oentrax; Jones, Deacon, 1472 "j'ai attrapC le schnac," 4I5 Bamberger Jetta cars, 112, IIlO, I611 John Labatt Classic. See under Labatt Rhuli; Tylenol; and color plate in Jones, Duane, 139, 778, 79I, 888, 889 Jaisohn, Phillip, 1461 JBL speakers, 804 Jeunesse-Informations, 1307 John Labatt's Brewery. See under Labatt volume tivo Jones, Grace, 321 Jake and the Patman, 1426 JBR Mc Cann, II 51 jewel Companies, 700, 703 John Malmo Advertising. See under Malmo Johnson & Johnson-Merck Consumer Jones, Howard A., 1261 JAL. See Japan Air Lines J. Brown/LMC Group. See under Brown Jewish Americans, 450, 697, 1064, Johnnie Walker whiskey: in Australia, 105- Pharmaceuticals Co1npany, 883 Jones, James Earl, l 506 Jamaica, L572 JCA, 32 . I518 06; Bartle Bogle Hegarty and, 138; in S.C. johnson & Son, Inc., 822, 824, 884-88, Jones, John F., 722 James I (English king), rr8r J.C. Penney Company. See under Penney Jewish Canadians, r6r8 Thailand, 96, 1358 1123, 1124; Foote, Cone & Belding Jones, Larry, 742 James VI (English king), II8r J.D. Tarcher & Company, Inc. See under J. Fred Muggs, Ioo4, 1642 John Nuveen & Company. See under Nuveen and, 83, 603, 604, 816, 817; and Kao Jones, Lewis Burnell, 507, 508 James, Harry, 221, 903 Tarcher Jherri Redding. Sec under Redding Johnny Appetite (Kraft character), 909 Corporation, 823; Needham, Louis & Jones, Mick, 1093 James, Robert L., 989, 1013 Jean, Gerard, 331 ]icky, 1202 johnny Dolla1; 494 Brorby, Inc., and, 771, lI2I, 1283; Jones, Orlando, 1431 Jan1es Loverick, Ltd. See under Lovcrick Jean & Montmarin, 33re Jidosha-Seizo Kabushiki-Kaisha, 1143. Johnny Presents, 178 and radio, 771, 1283; soap brands Jones, Shirley, 525 James S. !(irk & Company. See under Kirk Jean Paton, Inc. See under Paton See also Nissan Motor Company John Orr Young Company. See under Young acquired by Colgate-Palmolive Caroline Jones Advertising, Inc., 1660 James Thomas Chirurg Company. See under , 309, 1260; BBDO Worldwide, Inc., and, Jiffy toothache drops, 27 5 John Player. See under Player Company, 354; Armando Testa and, Ralph Jones Agency, 700 Chirurg x177; Bozell Group and, 115; Jif peanut butter, 698, I275 Johns, Willian1 H., 51, 149, 150, 151, 781, 1523. See also Drackett Company; Jones & Laughlin Steel, 898 Jan and Dean, 339 Campbell Mithun Esty and, 257; ]. Ilott Advertising. See under Ilott 1625 Glass ; Raid; Shout; Spray 'N' Duane Jones Company, Inc., 778, 888-89 J&B whiskey, r4rr International Advertising Association's Jim Beam whiskey, 170, 172, 562 john Singleton Advertising. See under Wash; Windex; and color plate in Jontue perfume, 1205 Jane Parker. See under Parker InterAd competition and, 8 57; Jimmy Stewart Show, 1648 Singleton volume two Jonze, Spike, 484 Jane Trahey Associates, Inc. See under Trahcy Norman, Craig & I

Jordan Motor Car Company, 110, 111 Jupiter rockets, 304 Kaplan Thaler Group, 60, 708, 850, 1650 Kelley, Russell, 262 Inc., and) 4 50; and milk contaminated Ketchu1n-MacLeod Advertising, 898. See also Joseph & Feiss, 566 Jurassic Park, 1560 Karmann Ghia cars, 1610, 16II Kellogg, John Harvey, 89I with strontium-90, 504; on television, Ketchum, MacLeod & Grove, Inc. Joseph Campbell and Company. See under "Just," I142 Karp, Dieter, 376 Kellogg, Willia1n l(eith, 758, 891, 892 l25I Ketchum, MacLeod & Grove, Inc., 897-900; Campbell "Just add ice," 78 Karsh, Youseff, I352 Kellogg Company, 89I-93, I597; and Kennedy, Robert F., 964, II92 and global advertising, 793; and H.J. Joseph Campbell Preserve Company. See "Just another Avon lady," 119, II9 Kasdan, Lawrence, 49I African-Americans, I06 5; and Ken11edy Me1norial Hospital for Children, Heinz Con1pany, 730; Joe Pytka and, under Campbell "Just being the best is enough," 727 Kasem, Casey, 13 31 American Heart Association, IIIo; in 282 1317; and Urban Coalition/Crisis in Joseph E. Seagram & Sons, See under "Just do it." See under Nike, Inc. H.W. Kastor & Sons: acquired by Wade Argentina, 92; N.W. Ayer & Son, Inc., Kenner Products, 647, 698, I556, 1558 the Cities Campaign, I5; and Seagran1 Just for Feet, 828, 928 Advertising Agency, I620; and Lewis and, I28; "Best to you each morning," Kenneth Cole Productions. See under Cole Westinghouse Electric Corporation, Josephine the Plumber {Comet detergent Just for Men, 707, 707 Howe Co1npany, 775; and Procter & 1419; D.L. Blair, Inc., and, I86; Leo Kenosha Klosed Krotch, 863 630. See also Ketchum Advertising; character), 366, 82x. Sec also color "Just for the taste of it," 339, 948 Gan1ble Company, 776, 778; and Burnett Company, Inc., and, 234, 236, Kent, Alan, II05 J(etchum Com1nunications, Inc. plate in volume tivo "Just how green are you about nuclear Zenith Radio Corporation, 378 896, I469, I6oo; in Co1nmonwealth of Kent, H.A., 963 Ketchum Public Relations, I3II, I3I2 Joseph Schlitz Brewing Company, 1402. power?," 530 Kastor, Hilton, Chesley, Clifford & Atherton, Independent States, I375; Michael Kent, Rock\vcll, 126, 840, I062 Ketchum Publicity, 898. Sec also Ketchun1, See also Schlitz Brewing Company "Justify My Love" (Madonna)) Io93 690, I643-44 Conrad & Leo Burnett and, 377; and Kent cigarettes, 962, 963, 964, 965; Brown & MacLeod & Grove, Inc. Josiah Bent Bakery. See under Bent "Just like money in your pocket/' 8I4 Kataya1na Yutaka, II43, II45, II46 cultural imperialism, 429; Gallup & Williamson Tobacco Corporation and, "Ketchup With Attitude," 730 Journal {), 725 ]11stPlainBill, 54, 71, 438, 1326, I445, I446, [(ate Sn1ith Shonr, 1689 Robinson, Inc., and, 635; General 223, I226; Vince Cullers Advertising, ketoprofen, 57 Journalism/Aiass Communications Educato~ 1619, 1658 Katz, Elihu, 998-99, looo Foods Corporation and, 652, 653; Inc., and, 426; filtered variant of, 3 I 5, Kettering, Charles F., 654, I238 519 "Just plane smart," 38 Katz, Emmanuel, I022 and, 6 52; Kenyon & 1228; low-nicotine clain1s for, 65; Ketterlinus Lithograph Company, 892 journal of Adyertising, 519 "Just say no/' I300 Katz, Eugene, I339 Eckhardt, Inc., and, 895, 896; and "Smoke Kent ... ," x107-08 Kevlar, 505 journal of Advertising Education, 519 Just Squirt & Mop, 5 54 Katz, Stanley, 603 Lassie, II30; and oat bran, 800; Kentoku, Ltd., 866 I(ewpies, 4 3 I Journal of Advertising Research, 986 "Just what the doctor ordered)' (Dr Pepper), E. J(atz Special Advertising Agency, Io22 Postum Cereal Company and, 642; "Kent satisfies best," 964 Key, Wilson Bryan, 424, 795, I432, I492 Journal of lvlarkcting Research, 986 I74 l(atz Station Representative Co1npany, I339 and senior citizens market, 1423; and "I(ent Sports Business," 965 Keye/Donna/Pearlstein, 58I, Io33, Io34 Journal of Minist1y Marketing & "Just what the doctor ordered" (L&M Filter J(auffe1; McKnight, 840 Starcom Motive Partnership, 138; "l(ent takes more nicotine and tars than any Keyes, Freeman, 222, 1261 A1anagement, 1348 cigarettes), 94 5 Kaufman, Elkin, II53 J, Walter Thompson Company and, other cigarette-the difference is Keyes, Madden &Jones Advertising, 439, 673; Journal typeface, 1583 "Just when you thought it was safe to go back Kaufman, George S., Io84, 108 5 I535; and United States Federal Trade priceless," 962 and Brown & Williamson Tobacco Jovan, Inc., I204, I205 in the \Yater," Io82 Kaufman, Van, I l 3 Commission, 644. See also Eggo Kentucky, University of. See under University Corporation, 222; Donahue & Coe, Joy, Henry B., II86, r187 Juvenile Diabetes Foundation, 5 52 Kaufman, Wendy, I77, 477, I32I Waffles; Kaffee Hag coffee; Mrs. Kentucky Derby, I474; Brown & Williamson Inc., and, 487, l26I; merger with Post, Joy, John, I26 Juyenile ]111y, 64 3 Kaye, Danny, 1638 Smith's; Raisin Bran; Rice Krispies; Tobacco Company and, 772; Gillette Morr & Gardner, Inc., Io27, I26I. See Joy, Leonard, 443 JVC Industries, 3 80 Kaye, Tony, 483 ; Sugar Frosted Flakes; Company and, 676, IooI also Post-Keyes-Gardner, Inc. Joyce Julius & Associates. See under Julius J. Walter Thompson Archive/Collection; Julius J(ayser, Inc., 1567 and color plate in volume t1vo Kentucky Fried Chicken, I 3 5 5, See also KFC "key outlet marketing," 520, 52I Joyce, James, Io83 J. Walter Thompson Company. Kaytee, I2I 5 I(ellogg Food Con1pany, 89I. See also Kellogg Corporation KFC Corporation, I357; Leo Burnett Joyce, Timothy, Io22 See under Tho1npson Kazakhstan, I3 76 Company Kentucky Tavern, 443 Con1pany, Inc., and, 234; and Joy, Coe & Sharpe, I26 JWT. See J, Walter Thompson Company Kazan, Elia, Io85, Io86 I(elly, Gene, 570 Kenya, 23, 695 endorsements, 527; "Get a Bucket of Joy perfume, I202, 1203 JWT Europe, 205 K-cars, 307, 308 Kelly, Grace, 526, 712 Kenyon, Otis A., 781, 893) 895 Chicken," 1107; Mingo-Jones and, Joy Radio, 825 JWT Group, I535; WPP Group and, 808, I

Kimberly, John A., 900 "ICitty," l 5 Knox Reeves Advertising, Inc. See under !Corbel wines, I562 1230. See also Altoids; General Foods Goodyear Tire & Rubber Company, Kimberly, Clark & Company, 900, See also Kitty Litter, 1215 Reeves Korda, Reva, 213, 1165, I432, 1657 Corporation; Gevalia Kaffe; Good i549; and Republican Party, I31-52, Kimberly-Clark Corporation ICiwi Shoe Polish, 487 Knudsen Dairy, 447 Korea (before 1945), 764, I46o-6r. See also Seasons; Jell-0; Kool-Aid; Maxwell 1249; and Schick Dry Shaver Kimberly-Clark Argentina S.A., 582 . See Corn I(ix Knutson, Gunilla, 1432 Korean War; South Korea House coffee; Oscar Mayer Foods Company, Inc., I400. See also Kimberly-Clark Corporation, 576, 577, KKBR Conquest, lI32 KNUZ (radio station), I340 Korea Audit Bureau of Circulations, 1464 Corporation; Miracle Whip; Parkay; Tatham-Laird & Kudner, Inc. 900-05; D' Arcy-MacManus & Masius KKR. See Kohlberg ICravis Roberts & "Koalas against Qantas," I06 Korea Broadcast Commission, 1463 C.W. Post cereals; Tang; ; Kudos bars, 558, 993, 995 and, 446; Foote, Cone & Belding and, Company KOBACO. See Korea Broadcasting Korea Broadcasting Advertising Corporation, a11d color plate in volume tivo Kufrin, Joan, 233 603; Lord & Thomas and, 437, 92I, Klea1; 886 Advertising Corporation 1462-63 Kraft General Foods, 909, 938. See also Kraft Kuhler, Otto, 473 955; Charles F.W. Nichols Company Klee, Paul, 4 7 4 Kobe (Japan), 1277 Korea Consumer Protection Board, 1463 Foods, Inc. Kuiper & Schouten, lI34 903; & and, Shirley Polykoff Bctuel, Kleenex (tissues) , 602, 900, 90.r, 903, 904, Kobin Enterprises, 1634 Korea Daily News, 1461 Kraft, Inc.: acquired by Philip Morris Kukido-kumi, 877 Inc., and, I254i and sanitary towels, 92I,1182,1260 Kobs, Jim, 498, 499 Korea Fair Trade Com1nission, 1463 Companies, 908, 909; Foote, Cone & I(ummel, Eugene, 51, lI53, 1154, 1156, 580, 580, I275, I278; and senior I

Lady Esther, 487 Lantz, Walter, 79 Lauder, Josephine Esther ("Estee"), 412 League of Advertising Wo1nen, I657. See also Leighton Ford Ministries, I3 50 "Let's Face the Chicken Gumbo and Dance" Ladysan, 5 8 2 Lanvin, Jeanne, 1202 EstCe Lauder Companies, 412, 1204, 1205, Advertising Wo111en of New York Leisure, David, I14 (Freberg), 730 "Lady's not dressed until her legs are, too," Laos, 680 1268; Galbraith-Hoffmann League of Nations, 920 Leland, Henry, 60 5 "Let's get America rolling," 6 5 8 IJ72 Lapeiia, Jose Marfa, 394, 395 Advertising and, 1202; and League of Women Voters, 3 8 5 Le Mans racing (France), r229 "Let's talk," I2o Lafayette (Colorado), I32r Larabee (Borden, Inc., character), r93 photography, 1232 , 1130, 1I3I Lemira, Fanny, 673 Letterman, David, 523 LaFayette Motors, 23r, 672 Laramie, 213, 1045 Laugh at Mice Vernlin Extern1inator, 1060 Learning Channel, I426 "Lenunings," 85, 292-93 "Let the journey begin," l05I La Fen1me cars, I I I Lark cars, 1488, 1490 Laughing Cow. See Vache qui rit Learning Company, 1560 Lemn1on, Jack, 1086 "Let them know you're Jockey," 8-63 Lafley, A.G., 1274, 1277, 1278, 1279 Lark cigarettes, 946, 964, 1230 Laughlin, Tom, 1080 learning theory, I2I4, 1441 "Lemon." See 1111der Beetle "Let Us Be the One," 1107 La France bleach, 1686 Larmon, Sigurd, 51, 1688, I689, 1690 Laugh Trax, 214 Lears, T.J. Jackson, 392, 393 lemon-lime beverages, 174 "Let your fingers do the walking," 433 Lahr, Bert, 1429 LaRoche, Chester J. ("Chet"), 1006, I689; at Laugh lvith Ken lviurray, 93 5 Learson, Vincent, 834 Lender's Bagel Bakery, 893 "Let yourself go," 305 Laing, Jennife1; 744 C.]. LaRoche & Company, 778; and LAUNCH (Intel Corporation), 8 5 5 "Leaving now for Trenton, Philadelphia and lending, 3 8 5 Leuenroth, Cicero, 206 Laing I-Ienry Hill Holliday, 744 radio, 1282; and War Advertising Laundry O\vners Association, 1003 Cucamonga!," 697 Lenin, Vladimir Ilyich, I295, 1297-98, 1299 Levant, 1042 Laird, John Kenneth, 1498, 1499, 1500 Council, 14, 1314, I627, I631; and Laura Secord. See under Secord "Leaving on a Jet Plane" (John Denver), 1111 Lennen, Philip W., 931 Levant, Oscar, 911 Lake, Arthur, 1004 Wendell Willkie, I249; at Young & Lauren, Ralph, 567 Lebanon, 1038-39, 1040, Io42 Lennen & Mitchell, Inc., 780, 931, 962; and Levenson, Bob, 112, 166 Lake, Veronica, 652 Rubica1n, Inc., 770, 778, 1282, 1688 Laurence, Charles & Free, 4 3 5, 808 LeBaron cars, 306, 308 Colgate-Palmolive-Peet Company, I40; Lever, Willian1 Hesketh. Sec Leverhuln1e, Lake Central Airlines, 1374 Laroche, Guy, 1204 Laurence, Charles, Free & Lawson, Inc., 966 Leber, Lester, 603 and Lehn & Fink Products William Hesketh Lever, Viscount Laker, Freddie, 1607 C.]. LaRoche & Co1npany, 778, Ioo6, I689; Laurie, Hugh, 220 Leber Advertising, 603 Corporation, 93I, 1208; and Lorillard Lever Brothers Company, 793, 933-39; and Lakeside Press, 1061-62 and Rolls-Royce, roo6; and Towle Laurie, Piper, Io86 Leber & Katz, 603 Tobacco Company, 780, 931, 957, African-Americans, 27; in Argentina, Lan1ar Advertising Company, 1180 Manufacturing, 971 Lautrec (agency), 93 Leber, Katz & Paccione, 603 961, 962; and Pebeco, 1210. See also 90; Batten Barton Durstine & Osborn Laman; Hedy, 410, 1083 LaRoche, McCaffrey & McCall, Inc., Ioo6. Lautrec NAZCA Saatchi & Saatchi, 93, 94 Leber Katz Partners, Inc., 15, 603, 1368, Lennen & Newell, Inc. and,151,152,267,770,947;and La1nbert, Christophe, 3 3 2 See also McCaffrey and McCall, Inc. Laux, E.F. ("Gar"), 609 I575 Lennen & Ne\vell, Inc., 922, 93I-32, 16I9; "B.O.," 1600; in Canada, 262; Cecil & Lambert, Gerard B., 674, 917, 919 LaRosa, Julius, 1106 Lavasoap,236,1274,1277, 1450 LeBlanc, Dudley]., 1024 and American Airlines, 1383; and Presbrey and, 275; Cockfield, Brown Lambert, Jordan Wheat, 917 V. La Rosa & Sons, Inc., 922 Lavazza coffee, I522, I523, 1524 Le Car, 996, 997 Beatrice Foods Con1pany, 1263; & Company, Ltd., and, 342; Doyle Lambert & Peasley, Inc., 919, 1172, 1208, Larroquette, John, 523 Lavenson Bureau of Advertising, r554 Lecazon Associates, 803 Buchanan & Company acquired by, Dane Bernbach, Inc., and, 450, 452, 1632 Larry the Crash Du1nn1y, 13 Laverne and Shirley, lllo Leche Pascual, 1468 1027; and Den1ocratic Party, 4 50; and I451; Foote, Cone & Belding and, Lambert Phannaceutical, 917-.r9, 1208, Larsen, Ralph, 883 Law, Andy, 1390, 1391 E. Leclerc, 33I, 331~ 332 Geyer-Oswald, 673; and Lorillard 602, 1383; in France, 6I8; Hewitt, 1632. See also Warncr-La1nbert Larson, Gustaf, I6r4 Law Merchant, 688 Le Debut, 1182 'fobacco Company, 672, 840, 896, Ogilvy, Benson & Mather, Inc., and, Lamborghini, 308 LaSalle cars, 6 5 6 "Lawnmo\ver," 78 Lcderle, I124 932, 962, 964, 965, 1191; and Schlitz 1162, 1383; and household cleansers, La1nont, Corliss & Co1npany, 2 7 4, 2 7 5 Lascaris, Reg, 828, 829, 830 Lawrence, Carol, 347 Ledesma, Ainanda, 90 Brewing Company, 1402; and 821; Lintas as house agency of, 69, Lamota, 90 Lascelles, David, 1239 Lawrence, Harding, 922, I648 Lee, Archie, 3 3 7 television, 780 818; Ogilvy, Benson & Mather, Inc., Lancaster Caramel Company, 73 2 LaserDisc, 3 82 Lawrence, Jacob, 968 Lee, Don, 774 Lenox Collections, 356, 357 and, I162, I163; Ogilvy & Mather Lancia, I 5 24 Lasker, Albert D., 778, 919-21, 955; and Lawrence, Mary Wells, 922-23, 160I, I657; Lee, Ivy Ledbetter, 774, 1309-10 Lenox, Inc., 3 56 Worldwide, Inc., and, 924; and LancOme, I205 A1nerican Tobacco Company, 62, 3 r2, at Doyle Dane Bernbach, Inc., I373> Lee, Peggy, 1107 Lenox laundry soap, 1270 , 602; and radio, 770, 776, Land, EdwinH., 5Io, I245, r246 769; and Warren G. I-larding, 1248; 1647, 1657; at Jack Tinker & Partners, Lee, Spike, 484, 485; Levi Strauss & Lenska, Rula, 249 947, 1283; rivalry with Procter & Land, Jennifer, I245 and hard-sell advertising, 7r6, 717; 1543, 1545, I647, r659; at Wells, Con1pany and, 940; Nike, Inc., and, Lentheric Perfumes, 1094 Gamble Company, 438, 821, 1274, Land Automatic 100 ca1neras, 1246 and Hertz Corporation, 734; Rich, Greene, Inc., 42, 157, 452, 790; 1141, 1653; Telecom Italia and, 927 Lenz, Robert, l 3 I 1451; Ruthrauff & Ryan, Inc., and, Martin Landey, Arlow Advertising, Inc., 3, 5 Jewishness of, Io54; and ICotex, 576, Io46,1545,r647,1648,I649,1657 Lee, Stan, 450 Leo Burnett Company, Inc.; Leo Burnett 770, 776, 947, 1208, 1382, 1383, L&M. See Liggett & Myers Tobacco 603, 903; and Lord & Thomas, 535, Lawrence C. Gu1nbinner Advertising. See Lee Anderson Advertising Company, 303 Deutschland; Leo Burnett 1451; and soap operas, I445; and soap Con1pany 576, 600, 603, 903, 953, 955, 957, under Gun1binner Lee & Young Co1nmunications, I30I International; Leo Burnett Worldwide. products, 1449, 1450; Sullivan, L&M Filter cigarettes, 439, 945, 946, 1059, 958,I3I9, 1575,1596, 1597-98, Lawrence Fertig & Company. See under Fertig Lee Byung Chul, 285, 287 See unde1· Burnett Stauffer, Colwell & Bayles, Inc., and, l228,I230 I6oo; and Palmolive soap, 350, 955; Lawrence Graha111, 9 3 o Thomas Lee Company, 147 Leo Film (Norway), 1I51 779, 947, 949, 1383; targeting by, "Landing," 505 and Quaker Oats Co1npany, 77 4, La1vrence Welk Shoiv, 305, 660, I422 Sara Lee Corporation; Sara Lee/Cruz Leo Group, 129, I3 8, 15 5, 469, 809. See also 1497; and television, 1284, 15I5; Landis, Marty, l 8 5 1319; and Radio Corporation of Lawry's foods, 938 Verde-Legrain. See under Sara Bcom3 Group; Leo Burnett Company, ]. Walter Thompson Company and, Land O'Lakes, Inc., 1062 America, 378; and "reason-why" copy, Law 72. See Loi 72 Lee Jeans, 562, 564, 940, 1260 Inc. 538-39, 776, 947, I272, 1283, I532, Landon, Alfred M., 649, 774, 1248 76I, 769, 953, 957> I517; 011 Lawson, Thoinas, 398 Lee King & Partners, Inc. Sec under King Leokum, Arkady, 1083 1533, 1534, 1535; and Landon & Associates, 1184 Woodbury's Facial Soap advertising, layout of print advertising, 634, 665 Leeds, Peter, 623 Leonard, Sheldon, 199, 897 Health & Personal Care, 290; in Landor Associates, I690 135I Lay's potato chips, 1690 Thomas Leeming & Company, 540 Leonard M. Sive & Associates. See 1111de1· Sive United Kingdom, 947, 1450, r587; Land Rover, 68 6 Lasorda, Ton1my, 163 5 Lazard Freres, l l 5 Le Forestier, Jean-Loup, 329, 330 Leonardo

Leverhulme, William I-Iesketh Lever, Liberty Bonds, 492, 1047, 1598, 1629, 1670. & Ginter Company; Chesterfield 236; and health insurance, 3I; Mars, Federal Trade Commission, 403, 690, Lofaro & Associates, 484 Viscount, 933, 934, I624 See also war bonds cigarettes Inc., and, 991; McDonald's 795, 1601, 1632 Loft Candy Store, II97 Lever International Advertising Services. Liberty Mutual Insurance, 1650 Liggett Drugstore, 1127 Corporation and, IOI4; Pillsbury Lite Line, I95 Logan, Thomas, 9 5 5 See Lintas Libra 1-Iearts, 58I Liggett Group, 691, 94r, 946, I482. See also Company and, I235 Literary Digest, 633 Thomas Logan, Inc., 9 5 5 Lever Pond's Canada, 263, 263 Libresse. See Libero & Libresse Liggett & Myers Tobacco Company Lino Palacio, 90 liter·ature, representations of advertising in) Log Cabin syrup, I64, 470, 642, 643, 644, Lever 2000 soap, 939, I45I. See also color License to Kill, 1230 lightbulbs, 638, 639 Linotype machines, 1580, 1582 237,600, 6oI, Io83, Io84, Io85, I686 plate in volume two Lichfield, Patrick, 358 Lighthouse Global Network, 8Io Lintas, 69, 105, 818, 933, 938, 947, 949, 1085, 1086 Logistics Data Systems, II Levin, Gerald, I 578 Licko, Zuzana, l 5 8 3 Light 'n' Luscious, 1393, r394 Io95, I465 Litfass-Saule, 662 logos, 224, 474, 950-53, Io89,I582; of Levine, David, 841 Liebig Extract of Meat Company, 753, 871 Light Style bakery products, II96 Lintas: Campbell-Ewald, 256) 949; and lithography, 469, 75I, 756; in France, 616, General Electric Corporation, 639; of Levine, Joan, 1657 Liebowitz, Annie, 570 "Light up a I(ent and you've got a good thing Eastern Airlines, I423; and Geo cars, 838; and outdoor advertising, 1179 Microsoft Corporation, 1034; of Levine, Huntley, Schmidt & Beaver, 86 5 "Life," 7I6 going," 964 658; and Hughes Communications, Lit hos typeface, I 5 84 Motorola, Inc., Io88, 1089; of "Levi's 501 Blues," 940 Life, 23I, 309, 968-69; D.L. Blair, Inc., and, Liiketaloudellinen Neuvontatoimisto, II5 l 382; Interpublic Group of Companies Lithuania, 1376 National Biscuit Company/Nabisco, Levi's 501 jeans, 483, 940, 1213, 1521; Bartle I85; Clairol, Inc., and, I253i Nestle Like {soft drink), 143I and, 808, 861, 949; and Princess Little, Edward, I4l, 35I Inc., III3i of oil companies, Ir70; Bogle Hegarty and, 1593; Foote, Cone S.A. insert in, lI28; Phillips Oil "Like a doctor's prescription,'' 71, 72 Cruises, 949, 1573 Little, Henry, 2 5 5 of Pepperidge Farm, Inc., II96; of & Belding and, 940, 1062 Company insert in, II73; Ohrbach's "Like a Good Neighbor, State Farm Is There," Lintas India Limited, 842 Little Albie (Grape Nuts character), 472 Pepsi-Cola Company, 952, II98, Levi Strauss & Company, 330, 566, 940-41, featured in, II68; and photography, 852, Il07, I213 Lintas: USA, 949, 1395 "Little bigger car from Honda," 813 l 199; of and rrro; Agulla & Baccetti and, 32; 1232; and "plastic bag war," 505; "Like a Prayer)' (Madonna), 526 Lintas: Worldwide, 98, 947-50, IISI; and "Little blue jug,'' 446 predecessors, I234i of Prudential Bartle Bogle Hegarty and, 137, 484, poster for, 978; publication suspended, "Like a Rocle' (Seger), 113, 256, II07, II08 Ammirati & Puris, Inc., 69, 7I; in Little Bright Eye (I(ickapoo Indian Medicine Insurance Company, r30I, r427; of 1593; CKS Group and, 323; 790; and television, 1690; Young & "Li'l Abner" (Capp), I026 Argentina) 89; and Coca-Cola Company character), Io26 Quaker Oats Company, l3I9; of commercials for, 483, 484; Foote, Rubicam, Inc., and, I686, I690 "Lilacs in the snow," 697 Company, 69, 966; in Germany, 665; Little Caesar Enterprises, Inc., 624, 625, 803, Company, I333; of Cone & Belding and, 566, 603, 682, Life Advice (Metropolitan Life Insurance Lili dolls, 296 and Heineken, 727; and IBM l 3 5 7. See also Little Caesars Pizza Schlitz Brewing Company, I402. 816, 1062; and Gap, Inc., 569; and Company), 850 Lilith Fair (music festival), l 110 Corporation, 83 6, 960; in India, 842, Little Caesars Pizza, 624, 625, 803, IIlI, See also Internet, 516, 1098; logo of, 952; Lifebuoy, 933, 935, 936, 947, 1070, r450; Liller Neal, 624 843; Interpublic Group of Con1panies 1357 Lohmiller, Chip, I473 outdoor advertising for, rror; and package design for, II82; Ruthrauff & Lil-lets, 58I and,808,861,862,1095;and Little Country Docto1; I 5 54 Loi Evin (I99I, France), 549, 622, 692, 1308 photography, I232; Joe Pytka and, Ryan, Inc., and, 935, 947, I2o8, I382, Lillian Vernon. See under Vernon MacLaren Advertising, 263; and Little Green Sprout (Green Giant Company Lois, George, 166, 475, II9I, II92 I3I7; and senior citizens market, I383, 1451; William Steig and, 84I; Lillibridge, Ray D., 89 5 Sullivan, Stauffer, Colwell & Bayles, character), 237 Loi Sapin (I992, France), 549, 622, 692, I424; targeting by, 1495; and Sullivan, Stauffer, Colwell & Bayles, Ray D. Lillibridge Cotnpany, 893, 89 5. See Inc., 69, 793. See also Ammirati Puris Little Hans the Maker (Quik 1308, 1468 television, I52I Inc., and, 779, 947, 1383 also I(enyon & Eckhardt, Inc. Lintas character), II29 Lois/EJL, 71, 973 Levitan furniture, 1306 Lifebuoy P1ngram with Al Jolson, 947, Lilt Home Permanent, 705, 779, r275 Linten, Jo, 1465 Little King (Burger King Corporation Lois Holland Callaway, 1192 Levitt, Herschel, 4 73 I382 Lily of France, 865 Linz Award, 1563 character), 226 Lois Pitts Gershon, II92 Levitt, William, 782 Life Can Be Beautiful, 875, 1274 Limbaugh, Rush, 1268, r33r (Caterpillar dealer), 47 Little Men, I93 Loi 72 (I980, Province), 265 Levittown (New York), 782 Life cereal, Io99, I3I9-20 Lime Twisted gin, 170 Lion awards. See Cannes Lion awards Little Miss Coppertone, 412 Lois/USA, II92 Levy, David, I690 Lifeminders.con1, 514 Limited (retailer), 273, 865 Lionel Satellite Train, IS 56 Little Nick (Pillsbury Company character), Loi Toubon (I994, France), 549, 622, I3o8 Levy, Maurice, 603, 604, I308, 1576 Life of Riley, I274, 1638 "Limo,'' 78 Lion King, I56o 1235 Loma Linda Food Company, 696 Henry S. Levy & Sons, Inc., I65, 449, 450, Lifesavers, 1634 Lincoln, Abraham, ro84 Lion Match, II59 Little Orphan Annie, 438 Lombard, Carole, III 1058, lI68, 1372. See also color plate "Life-Stage,'' 81 5 Lincoln automobiles, 1I2, 473, 605-06, 608, Lion Nathan, 1439 Little Oscar (Oscar Mayer Foods Corporation Lombardo, Guy, 151, 1670 in volume one lifestyle clusters, 983, Io23, I294, I697 609, 6I2, I106; Kenyon & Eckhardt, Lionni, Leo, 126, 1580 character), II77 Country Gentfen1an's Courant, 748 Lewinsky, Monica, I644 "Life Style Concepts and Marketing)' (Lazer), Inc., and, II3, l8I, 307, 606, 608, Lipitor, 57, l2I9, 1220, 1635, 1637 Littlest Angel, 713 London Eye, 739 Lewis, Byron, 1054 I303 609, 6Io, 89 5, 896, 973; Maxon, Inc., Lipman, Maureen, 2I9, 2r9 "Little Tramp,') 372-73, 430, 959 London Gazette, 747 Lewis, E. St. Elmo, 98 Lifestyle Ma1kct Analyst (Standard Rate and and, 605, IOOI, Ioo2; Young & lip rouge, 407) 408 Littlewoods, 73 9 London Hackney Carriage Act ( l 8 5 3, United Lewis, Jerry, 351, 1540 Data Service), 461, I305 Rubicam, Inc., and, 305, 606, 6Io, "Lipsmackin' thirstquenchin' ... Pepsi," "Live for the moment,'' I247 Kingdom), 1589 Le\vis, Tom, I688 lifestyle research, I303, I304-05 612, 929. See also Ford Motor '9I "Live the adventure," 1050 London International Advertising Awards, Lewis, William, l8I, 895, 896 LifeStyles condoms, 457, 578 Company; Lincoln-Mercury division of lipstick, 408 Livingston, Harold, 1083 '24 Lewis Howe Company. See under Howe Life Style studies (DDB Needham Ford Motor Company Lipton, Thomas, 760 Livingston, Mary, I 3 26 London Press Exchange, 238, Io95 Lew, Lara (agency), 1641 Worldwide), 986 Lincoln Center (New York City), lioo, 1657 Lipton Foods, 138, 445, 780 Leon Livingston Advertising, 566, 600, 1127 London Television Service, I396 Lexmark International, 699 Life with Mother Superior (Trahey), 1568 Lincoln Logs, 1554 Thomas j. Lipton, Inc., 934, 938, 949. Livre Atual, 582 London Underground, 840 Lexus cars, 114, 813 Lifton, Robert Jay, 505 Lincoln-Mercury division of Ford Motor See also Brisk; Lipton's instant tea; "Lizard," 79 "Lone Asian Traveler," 909 Leyden, Bill, 1004 "Lift up your eyes," 3 6 Company, 1Io6; and blacklisting, r8I; Lipton tea L.L. Bean. See under Bean Lonely Croivd (Ricsman, Glazer, and Leyendecker, Joseph Christian, 250, 470) 760, Liga de Prensa (Spain), 1464 and television, 305, 780, I265. See Lipton Open, 534 LL Cool J, II Io Denney), Io83 Io62; and United States Cominittee,,on Liggett, John Edmund, 941 also Ford Motor Company; Lincoln Lipton's instant tea, II28, lI29 Lloyds Bank, 94 Lonely George; Lonely Maytag Repairman. Public Information, 471, 839, l3I4 Liggett & Dausman Tobacco Company, 941. automobiles; Mercury automobiles Lipton tea, 933, 938; Young & Rubicam, Inc., Lloyd's Barbeque, 6 53 See Maytag Repainnan LH cars, 309 See also Liggett & Myers Tobacco Lincoln National Life Insurance Company, and,780, 1265, 1689 Lloyd's Euxesis, 229 "Lonely uphill struggle ... ," 593 LIAA. See London International Advertising Company 1001 "Lipton tea lover," 938 Llusa Ciuret, Javier, 1640, I641 Lonely Women, 1446 Awards Liggett & Myers, Inc., 946. See also Liggett & Linda S ~First Love, 700 Liqua-Zone, 82I lobby cards, 1079 Lone Ranger, 6 52 liability for payment, 932 Myers Tobacco Company Lindbergh, Charles, 35, 36, 3I9, 524, lI70 liqueurs, I70 Lobelia (Borden, Inc., character), I93 Long, Shelley, 523 "Liar," 457 Liggett & Myers Tobacco Company, 3 lo, Lindbergh, Peter, I56 Liquid Tide. See under Tide Loblaw Companies, 703 Long, William H., 492, 493 Libbey Glass, l 3 7 5 3II, 312, 3I5, 94I-46, I226, I228, Lindeberg, Florence, r66I liquo1: See beverages, alcoholic Loblaw supern1arkets, r6o6 Long-Costello, Inc., 605 Libbey-Owens-Ford, I628-29 I364, 1365, I366; and An1erican Lindex, 6I3 Liquozone: Lord & Thomas and, 920, 921 Locke, John, 688 Long Haymes Carr, Inc., I368, 1369 Libby, McNeill & Libby, 446, 702, lI82, Tobacco Company, 6I, 96I; brands Lindmark, Lars, 3 Lisa computers, 292 Locke, Raymond, l 5 6 l Long John Silver's, Inc., 13 56 I393> 1530, 1533 acquired by Philip Morris Companies, Lindsay Smithers, I576 "Listen to it fizz!," 41, 1620 Locklear, Heather, 705 Longs Drug Stores Corporation, 3 57 Liberal Party (Canada), 341-42, 976, 1606 I230; Cunningham & Walsh and, 433; line rates, 7 4 8 Lister, Joseph, 917 Locum Brand Communications, Io77 Long Voyage cigarettes, 942 Liberation Daily (Shanghai), 301 Dancer, Fitzgerald, Sample and, 439; Ling, C.P., 299 Listerine, 917-19, 1070, 1208, 1632-33, Loeb, Phillip, I82 Long Wind pocket watches, I 5 3 7 Libero & Libresse, 6I4, r149 Newell-Emmett Company, Inc., and, Ling-McCann-Erickson, 86I r633, I637; Micrin as rival to, 882; Loeb & Loeb, LLP, 930 Look, 790, I232 Hipermercado Libertad, 9r 64; and stereotypes of Hispanic Ling-Temco-Vought, I648. See also Braniff Pfizer, Inc., and, I219; sex in Loews Corporation, II90 look~alike models, 929 Libertel, 590 Americans, Io59; J. Walter Thompson International Airways advertising for, I432, I663; Loews Theaters, Inc., 964 "Look at all three," III, 669, II25, I601 Libert~ 633 Company and, 204, I 5 3 4; and Linkletter, Art: and All detergent, 27; CBS j. Walter Thompson Company and, Loewy, Raymond, 473, 491, lI82 "Look for the big one on the package," 1044 Liberty aircraft engine, II88 Tobacco Trust, 62, 96r. See also Allen and, 494; Green Giant Company and, 57, 9I9, I633; and United States Lofaro, Ray, 484 "Look for the Golden Arches,'' IOI4, 1017 r8o8 LOOKING AJ

Netherlands, 1132, 1134; in Spain, broadcasting, 64, 183, 221, 314, 601, Lyon, Alfred, I78 "Looking after number one," I?O Lord, Einstein, O'Neill & Partners, 45, 836, Louis, Joe, 676 "Look into our Master's program," I349 889, 960, 1454 Louis, John J., 1121, Ir23 r467; in Sweden, Il5I 771, 785; toasting of, 65, 3II, 945, Lyon Corporation, 887 "Look, Mom-no cavities!," 164, 420, 1440. Lord, Gelle1; Federico & Partners, Inc., 958. Louis-Dreyfus, Julia, 705 Lowe Lintas Pirella GOttsche & Partners, 955, I366, 1367; and women, 64, 312, Lyons, William, 610 Sec also color plate in volume one See also Lord, Geller, Federico, Louis-Dreyfus, Robert, 1388-89 1238 944,1661 Lysol, 576, 577, 819, I208 "Look, mom, these suits made with Acrilan Einstein, Inc. Louisiana-Pacific Corporation, 1652 Lowell, James Russell, 224 Lucky Strike Dance Orcl1estra, 64, 957, Lythgoe, Nigel, 739 go right into the wash," 449 Lord, Geller, Federico, Einstein, Inc., 958-60; Louisville (Kentucky), 772 Lowe, Llirzer, 376 I366, 1599 Lytle, Robert, 898 "Look sharp, feel sharp, be sharp," 676, and Dean Witter, 1424; and IBM Louis Vuitton. See under Vuitton Lowe Marschalk, Inc., 989 Lucky Strike Hit Parade, 64, 151, 785, 1366, Lowe Marschalk Worldwide, 966, 989, 1301, 1694. See also Hit Parade; Your Hit MAA Bozell, 84 3 IOOJ, 1472 Corporation, 372-73, 836; Loussier, Jac{iues, 3 59 "Look Sharp March" (Merrick), 676 J. Walter Thompson Company and, Louys, Pierre, 3 I 8 1302. See also Lowe & Partners Parade MAA Group, 843 "Look up America," 340 796, I454, I535· See also Lord, Love Boat, 1426, r 573 Lowenbrau bee1; 131 Lucky Strike Progra1n 1vith]ack Benny, 64 Ma'ariv, 869 "Look who's using Geritol," 662 Einstein, O'Neill & Partners "Love life again," I220 Lowe Porta & Partners, I459 Lucky Strike Radio Show, 824 MacArthur, Douglas, 6 5 6 Loony Tunes, 623 Lord, Geller, Federico, Peterson, Inc., 958. "Love Lock," 532 Lowe's, Inc., 487 Lucky Strike Sho1v, 769 MacArthur, John D., 355, 498 "Loose lips sink ships," 13, 1098 See also Lord, Gelle1; Federico, Love of Life, 1446 Lowe Tucker Metcalf, 966. See also Lowe & Lucky the Leprechaun ( MacArthur, John R., 7 42 Loose Moose, Ltd., 83 Einstein, Inc. Lover Come Back, 1086 Partners character), 83, 652. See also color plate MacArthur, Rod, 3 5 5 Lopez, Massimo, r523, 1524 Lord Group, 960 Loverick, James, 262 "low-fare airline," 37 in volume tivo MacArthur Enterprises, 498 y Dukes Matias Lopez, 1466 Phillips H. Lord, Inc., I81 James Loverick, Ltd., 262, 263 LPE. Sec London Press Exchange Ludden, Allen 64 l John D. and Catherine T. MacArthur LPE Nederland, 1134 Earle Ludgin & Company, 378 Lopez Negrete Communications, 1622 Lord, Southard, Federico, Inc., 958. See also "Love your hair," 708 Foundation, 355, 498 Lord, Daniel M., 535, 774, 920, 953, 1596, Lord, Geller, Federico, Einstein, Inc. Loving, 1446 LSD (hallucinogenic drug}, 505 Ludlow Massacre, I310 Macbeth (Shakespeare), 712 "LS/MFf-Lucky Strike means fine tobacco," Lufthansa, 3 3, 3 77, 1477, I4 78 Macbeth Lamp Chimney Con1pany, I49 1 597 L'Oreal, 544; Euro RSCG and, 724; and Loving Care, 586, 705, I253 Lumet, Sidney, 1084, 108 5 MacClarence, Bill, 670 Lord, Richard J. ("Dick"), 958, 959, 960, global advertising, 68r; in Italy, 873; Lovin' Spoonful, r ro7 313, 1599 LTD (cars), 6ro Lum 'n' Abnc1; 41, I6I9 MacDonnell, Roger, 348, 349 1454 McCann-Erickson, Inc., and, 705, 708, Lowe, Arthur, 248 Lord, Walter, r 5 3 3 1657; motion pictures and, 618; Lowe, Dick, 483 L3, 1057 Lunchables, lr78 MacDougall, Malcolm, 744 Lord & Brewster & Company, 9 5 3. See also Publicis and, I88, 817; and senior Lowe, Frank, 966-67; and Aguila & Baccetti, Lubalin, Herbert F., 49 5, 1582 "Lunch Box," 798 Macedonia, 54 5 Lord & Thomas citizens market, I42 3 32; at Collett Dickenson Pearce, 3 5 8, Lubalin, Peter, 5 "Lunch time treat," IOIO Macey Con1pany, 98 Lord & Taylor, 566, LI68 Lorenti, Tomas, 1460 359; at Lowe Group, 862; at Lowe Lubanski, Ed, 657 Lunden, Joan, I225. See also color plate in MacFarland, Hays, 437 volume three MacFarland Aveyard, 3 78 Lord & Thomas, 31I, 756, 9I9, 920, 953-58, Lorenzo ]ones, 438, 1326 Lintas & Partners Worldwide, 949 Lubin, Charles, 1392, r395 Lubin, Sara Lee. See Schupf, Sara Lee Lundy, Ed, 608 Machado, Caio de Alcantara, 46-47, I458 I533, I596, I597-98; and Ad Council, Loretta Young Show, l 64 Lowe & Partners, 966, 989; and Coca-Cola I4; and American Dairy Association, Lorillard, Pierre and George, 96r Company, 340, 989; and Mercedes­ Lubriderm, r636, I637 Lunt, Alfred, 7r3 Machado, Jose de Alcantara, 46-47, 48, 1458 256; and American Home Products P. Lorillard Company, 96I. See also Lorillard Benz, 11I; Scali, McCabe, Sloves Lucas, Williain, 480 Lury, Adam, 738, 739 "Mach mal Pause-trink Coca-Cola," 665 Corporation, 437; and American Tobacco Company 1nerged into, 966, I400, 1669. See also Lucasfilm, 483 Ltirzer, Walter, 3 76, 666 Mach 3, 675, 678 Tobacco Company, 62, 64, 275, 3I2, Lorillard Corporation, 964. See also Lorillard Lowe & Partners/SMS Luce, Henry R., 231, 765, 968-69, I686, Liirzer, Conrad {agency), 376. See also Macintosh computers, 85, 86, l2I, 292, 373, & 600, 769, 771, 776, 921, 1599; and Tobacco Company Lowe & Partners/SMS, 966, I400; and I687 Michael Conrad Leo Burnett 482,483,800,834,1072,1074,1300, Cities Service, II70; and Colgate­ Lorillard Tobacco Company, 62, 65, 310, American Home Products Lucena, Bill, 46 Luscious Jackson, r r ro l473-74,1501,1520,I601,I659; Lucent Technologies, 102, 397, r323 Lustigman Firm, P.C., 930 and typography, 1582 Palmolive-Peet Company, 351, 1597; 312,313,314,315,446,945, Corporation, 57; and Coca-Cola and coupons, I598; and Erwin, Wasey 960-65, I226, 1228, 1365, 1366, Company, 84, 966; and Daimler-Benz, Lucite, 502 Lustre-Creme, 932 Mack, Ted, 896 & Company, 5 3 5-3 6; Foote, Cone & 1368; Ally & Gargano and, 46; Vince 309; and Heineken, 727; and Luckey Bowman, lI8 Lustucru, 722 Mack, Walter, 1105, 1197, lI98 Belding cxeated out of, 378, 600, 717, Cullers Advertising, Inc., and, 426; Mercedes-Benz, 967; and Prudential Luckinan, Charles, 602, 947 Lutheran Church-Missouri Synod, 1349 MacKenzie, Hugh, 9I5 778, 921, 1575; and Fxigidaire Geyer, Newell & Ganger and, 672; Insurance Company, 966, 1302. Lucky Charn1s, 8 3. See also color plate in Luvs, 905 MacKenzie, Len, Io59, 1108 Corporation, 770; and hard-sell Lennen & Mitchell, Inc., and, 780, See also Lowe & Partners Worldwide volume tlvo Luxe, 1582 Mackenzie Marketing, 809 Lucky Dog Phone Co1npany, ro2 Luxembourg, 621 advertising, 7I6-I7, 76I; and B.j. 93 r; Lennen & Newell, Inc., and, 672, Lowe & Partners Worldwide, 862, 967, 123 8. Mackey, Willard C., 989, 1013 Johnson Soap Company, 3 50-5 l, 920; 840, 896, I19r. See also Kent See also Lo\ve Lintas & Partners Lucky Group, 1462 Lux liquid, 9 3 6 Mackley, Hilton, 348, 349 and Kimberly-Clark Corporation, 437, cigarettes; Muriel cigars; Old Gold Worldwide Lucky Stores, 703 Luxor soap. See Lux toilet soap Macklin, M. Carole, 29 5 903, 904, 921; and Levi Strauss & cigarettes; True Cigarettes; and color Lowe Bull Calvert Pace, 966 Lucky Strike cigarettes, 3I3, 314, 771, 963, "Lux Presents Hollywood," 9 3 5 Mack Trucks, Inc., 1008 Company, 940; and Nestle S.A., 1127; plate i11 volume two Lowe Consumer Healthcare, 1225 1283; American Tobacco Con1pany Lux Radio Theatre, 539, 935, 936, 947, MacLaren, John Aiken ("Jack"), 262, 263, and Pabst Brewing Company, 1638; Lorimar Pictures, 199, 897 Lowe Direct, 966 and, 61, 66, r82, 311, 1226, 1366, 1283, r326, 1533, 1534 975 & and Pepsi-Cola Company, 1105, 1197; Lorna Doane shortbread, l 1r7 Lowe GGI<, 547, 548 r367; N.W. Ayer Son, Inc., and, 64, Lux toilet soap, 933, 934, 935, 936, 937, MacLaren Advertising, 262, 263, 341, 342, & and Pepsodent Company, 602, 761, Los Angeles, 276 Lowe Group: and Aguila & Baccetti, 31, 32, I28; Batten Barton Durstine Osborn ro70, ro7r, 1450, r451; in Argentina, 975,976,976,ro77 2 MacLaren: Lintas, 263, 976 769, 770, 771, 921, 935, I210, I281, Los Angeles Dodgers, 1096 14 59; Ammirati Puris Lintas merged and, 64, I40, r5I, 222, 602, 824; "Be 90; endorsements of, 5 5, 5 26; in I283; and press circulation ratings, Los Angeles Herald Examiner, 276 with, 71, 862, 949; and Interpublic Happy, Go Lucky" (Rayn1ond Scott), Germany, 666, 1451; "Nine out of ten MacLaren McCann Canada, Inc., 263, 772; and Quaker Oats Company, 7I7, Los Angeles Lakers, 5 26 Group of Con1panies, 71, 862, 1107, l599;Jack Benny and, 64, 151, screen stars care for their skin with 975-76, Io78 774, 920, 921, 1319, 1598; and radio, Lost in Space (motion picture), I356 1237-38; and Estee Lauder r52, 314, 601, 824, 1383; Brown & Lux toilet soap," 1532; package design MacLaren's Cheese, 912 Williamson Tobacco Corporation and, for, r182; and radio, 935, 1283, 1326, MacLeish, Archibald, 1627 438,769,770,77I,776,921,957, Lost World: Jurassic Park, 111 Companies, 1205; and Mullen, 966; & 1281, I283, I688; and Radio Loterija Slovenije, 547 Pirella GOttsche acquired by, I237-38; 66, 223; Poote, Cone Belding and, l533;J. Walter Thompson Company Macleod, Chris, 3 60 Corporation of America, 378, 921; Lotrimin, I223 Scali, McCabe, Slaves acquired by, 64, 197, 222, I383; "Gone to War," and,205, 539,666,934,935,947, MacLeod, Gavin, I573 MacLeod, Norman, 898 and RI

Company, Inc., and, 444, 445, 793; Magazine Semanal, 92 "Making it easier," 1034 Manikin cigars, 71 5 margaritas, 170 377; Light variant, 313, 965, 1229; and General Motors Corporation, r ro, Magellan fund, 596 "Making life a little sweeter-Mars," 994 Manilow, Barry, 104, 852, 1107, 1111; "You Margeotes/Fertitta & Partners, 809 logo of, 9 52; Philip Morris Con1panies II2, 253, 445, 654, 656, 657, 660, .tvlaggisoups,1129 Making of a Public Relations Man (J.W. Hill), Deserve a Break Today," 453, 1014, Marie of Romania {Queen), 1352 and, 64, 312, 313, 1183, 1226, 1230, 7r7; and Heineken, 726; and United Magician's Handbook of Cigarette Tricks I310 1015, 1017, 1107, llll Marie Claire, 6r8, 738 1232, 1368; and photography, 1232; States Navy, ro49; and West, Weir & {R.J. Reynolds Tobacco Company), Making of the President, l 5 40 Man I Married, 1274 Marie-France, 621 product placement in Superman II, Bartel, Inc., 488. See also D'Arcy 1366-67 "Makin' Whooppee," r52 "Man in ," 248 Marie-Rose antiflea powder, 722 313, 1230; "Theme from The Masius Benton & Bowles "magic number," 520, 521 Malaya. See Malaysia "Man in the Arena" (T. ), 852 Marine Midland Bank, 814 Magnificent Seven" (E. Bernstein) used MacMurray, Fred, 6 52. Magic Toivn, 1086, 1087 Malayalam language, 844 Man in the Gray .f1annel Suit (Wilson novel/ Marinetti, Filippo, 1580 for, 1111; Warsaw Collection of MacNamee, Graham, 772 Magnafax, 1676 Malaysia, 96, 97, 756-57, 764 motion picture), 1084-8 5 Marinho, Roberto, 1456, 1458, 1459-60 Business A1nericana and, 1101; Macquarie Radio Network, r439 Magna Global, 1021 Malaysia-Singapore Airlines, 144, 1437 "Man in the Hathaway shirt,'' 475, 567, 786, Marinho family, 1456 "Western,'' 1581; and women, 64, MacRae, Gordon, 305 Magnavox Company, 132, 379; infomercial Malden, Karl, 595, lr64, 1266 816, 1161, 1579. See also color plate Merrell Dow, l 224 312, 1226, 1260. See also Marlboro Mac the Mouse {Raid Mouse Killer for, 847; Philips Consumer Electronics Malibu cars, 3 64 in volume two Maris, Roger, 15 56 Man character), 886 and, 3 82, 1266; and senior citizens Malibu cigarettes, 22 3 "Man may be down but he is never out," 150 Markenwerbung International, 66 5 "Marlboro Country," 312, 1228, 1440, 1518, Macy, R.H., 7 5 3 market, 1424; Xerox Corporation and, Mallomars, 11r3 Mannen-sha, 757 Marketel, 976 1601 R.H. Macy Department Store, 8r8, rr68; 1676 P.R. Mallory Company, 146 Manning, Burt, 1535 Marketer, 99 Marlboro Man, 155, 240, 475, 718, 786; Leo Casadevall Pedrefio & PRG and, 272; "Magnificent obsession that produced the Mallory hats, 149 Manning Gottlieb Media, 1607 market geography research, 983 Burnett Co1npany, Inc., and, 231, 236, feminist protest at, r664; radio coffee favored by kings," 671 John Malmo Advertising, 572 Manning's coffee, 970 Market Growth Resources, 1577 237,1228,1232,1469 advertising by, 768; Thanksgiving Day Magnificent Seven, 790 Malmstrom, Paul, 563 Manning, Selvage & Lee, Inc., 447 Marketing {magazine, Canada), 265 Marley Tiles, 44 5 Parade, 1014, 1355, 1554 (photographic agency), 321 Malone, Dudley Field, 909 Man Nobody Knows (Barton), 150 Marketing and Distribution Research Marlin Advertising, l 5 5 6 Mme. Turner's Mystic Face Bleach, 409 Magnuson, Warren G., 964 Malone, John, ro97 "Man of Distinction," 1410 (Brown), 439 , r603 Madame Walker Products Company. See Magnuson-Moss Warranty/FTC Improvement Jo Malone, 1205 Manoir aux Quat' Saisons, 1609 Marketing and Research Counselors, Inc., Mar-0-Bar Company, 990. See also under Walker Act {1975, United States}, 386, 685 Maloney, Thomas J ., 2 7 5 Manor House, l l 2 3 1562 Mars, Inc. MADD. See Mothers Against Drunk Driving Mahir (agency), 1379 Maltese Falcon, 3 l 3 Man Ray, I23 l Marketing at t11e Point of Change (HHCL and Marovitz, Abraham Lincoln, 1383 Madden, Edward, 673, 1261 Mahler, Ernest, 576, 903 Malt Nutrine, 441 Mansfield, Jayne, 1087 Partners), 73 8 Marplan, 807, 861, 1659 Mad Dogs & Englishmen, 8 Mahoney, David, 117, 1007 "Mama n1ia," 42 Mansion House Scotch whiskey, l l 3 3 Marketing Awards (Canada), 265 Marquand, John P., 1083, r533 Made in Brasil (design agency), 1641 Maidenform, 786, 863, 865, 1153, 1154, Mamie Nova, 330 "Man the guns," 1298 lvlarketing/Communication, 418 Marquardt Aircraft Company, 696 Maderia, Jose Luiz, 48 II5 5, 1666. See also color plate in Man Against Crime, 539, 1283 Mantle, Mickey, 525, 1539 Marketing Communications Associates, 347 Marriage for Two, 911 Madge (Palmolive liquid character), 353, 822 volume two Management Today, I 564 Manufacture Fram;;aise d'Armes et de Cycles Marketing Corporation of America, 45-46 "Married in 1932, got Maytag in 193 3,'' Madison, Guy, 892 Maidenform Woman, 786, 863, 86 5 Managing Advertising Expenditures for de Saint-Etienne, 616 Marketing Drive Direct, l 576 1004 Madison Avenue (motion picture), 108 5 Maiden's Rock (Minnesota), 1210 Financial Performance. manufacturers' coupons, 415-16 Marketing for Congregations (Shawchuck}, "Married Life of Helen & Warren," 4 3 8 Madison cigars, 96 3, 964 Mail (), 262 See MAX Project Manufacturers Railway Company, 73 1348 Married ... with Children, 1096, 1304, 1519 Madonna, 526, 1093, 1108, 1266 Mail Advertising Agency, 262 A1an and Superman (Shaw), 713 Manutius, Aldus, 480, 1580, 1583 Marketing Lab, 1674 Marriott, Bill, 1573, r573 Madrid {Spain), 1467 Mailer, Norman, 505 Manbosa Advertising, 1462 Manwich, 1442 A1arketing News, 1563 Marriott, J.W., 721 magazine advertising, 444, 749, 755, 790, mail order. See direct marketing and direct Man Called Ironside, 644 Manzoni, Attilio, 871 marketing public relations, 1312 Marriott Hotels, 1573, r573 796,977-83,1018,1019,1042,1043, mail Man Called X, 606 "Mao is the red, red sun in our hearts," 1300 Ma1keting Research, 986 Mars, Ethel, 993 1596-97, 1600, 1602; for Mail Pouch tobacco, 1598 Mancebo, Juan Mariano, 394, 395 Mao Zedong, 299, 1296, 1298, 1299 Marketing Science Institute, 53 Mars, Forrest, Ji:, 993 Corporation, 276-77; for condoms, Maine Department of Economic Manchester United Football Club, 14 76 lv1a Perkins. See Oxydol's Own !vfa Perkins Marketing the Church (Barna), 1348 Mars, Forrest, Sr., 990, 991, 993 800; and coupons, 702-03; in Development, 7 4 3 A1anchete, 208 Mapes & Ross, 983, 1344, 1528 Marketing to and through Kids (Guber and Mars, Frank C., 990, 991 Gern1any, 1513; for groceries and Oy Mainos Taucher Reklam. See under Manchevski, Milcho, 548 Maple Leaf Gardens (Toronto), 975 Berry), 296, 297 Mars, Jacqueline, 993 supermarkets, 704; by hotels, l 573; in Taucher. Manchurian Candidate, 129 5 Mappin Stores, 47 market penetration, 1289 Mars, John, 993 India, 844; and infomercials, 845; for MAIP. See AAAA Multicultural Advertising Mandarina Duck, 1193 MAP Promotions & Incentives, 810 market research, 633-35, 761-62, 791, Marsalis, Branford, 59 Ivory soap, 874; in Japan, 757, 878; Intern Progra1n M&C Saatchi. See under Saatchi MlAJRIC. See Marketing and Research 983-88, 1071, 1072; and account Mars bars, 990, 993, 995 for Johnson & Johnson, 882, 883; for Majestic Radio: Tatham-Laird, Inc., and, Mandela, Nelson, 927 Counselors, Inc. planning, 6; ACNielsen Corporation Marschalk, Harry C., 988 S.C. Johnson & Son, Inc., 884; for 1498-, Mander, Jerry, 687 Marantz stereo receivers. See color plate in and, 8-13; in Canada, 341; and Marschalk & Pratt, Inc., 720, 807, 848, Lever Brothers Company, 884, 936; Major, John, 1386 M&M, Ltd., 141, r42, 990, 990, 99I. volume two censuses, 279, 280; in Eastern Europe, 860---61,988, lOIO, 1027 for Listerine, 919; market research Major Botves Original Amateur Hour, I 11, See also Mars, Inc. March, Frederic, 1085 546; in France, 622, 1307; in Marschalk Campbell-Ewald Worldwide, 255, on, 633, 635, 986, 987; in Mexico, 1382, 1481 M&M/Mars division of Mars, Inc., 993, 995. March, Hal, 1154 Germany, 663; J. Walter Thompson 989. See also Lowe Marschalk, Inc. 1032; in Netherlands, 1132; for Major League Baseball, 340, 851, r451, See also Mars, Inc. Marchand, Roland, 5 84 Company and, 1353, 1533; in United Marschalk Company, Inc., 966, 988-89. See Procter & Gamble Company, 884, 1474,r676 M&Ms, 990, 993, 994-95, 128 5; Bates March Chait Advertising, 1606 Kingdom, 1589; and youth market, also Lowe Marschalk Worldwide 1270, 1272; and self-regulation, 1421; «Make a date with a Rocket 8," 656 Worldwide and, 396; D.L. Blair, Inc., MarchFirst, Inc., 322, 324. See also 1693 Marshall, E.G., 523, 737 W.R. Simmons & Associates Research, "Make a Wish," 5 26 and, r86; FHV/BBDO and, 590; CKS Group Market Research Council, 984 Marshall, Penny, 484 Inc., and, 1436; in South Korea, 1464; "Make every day count. Do what you really "Melts in your mouth, not in your March of Dimes, 480, 1310 market segmentation, 1303 Marshall, Scott, 1370, 1371 in Spain, 1464-65, 1466-67; Daniel want to do," 662 hand," 141, 142, 396, 717, 990, 1346, March of Time, 151, 968 Marketworks: and Schick, 1401 Marshall Field & Company. See under Field Starch and Staff Research Company "Make it a Bud Light,'' 78 1600--01; product placement rejected, Marciano, Rocky, l 53 9 Markey, Edward, 284 Marshall John Advertising, 3 5 5 and, 1485; for Studebaker, 1488; "Makes anybody a perfect biscuit maker," 993, 1285. Seealsocolorplatein Marcoa DR Group, 1336. See also "Mark of excellence," 446 Marshall John & Associates, 498 J. Walter Thompson Company and, 651 volume three Rapp Collins Worldwide A1ark of Zorro, 1429 Marshall Plan, 619, 1095 1530, 1533; for toys and games, 1554, "Makes delicious munching," 6 5 l Mancloveg, Herb, 1020 Marconi, Guglielmo, 1395. I396 Markowitz, Mitch, 1086 Mars, Inc., 159, 990--95; in Africa, 24; Bates l 5 5 6, l 5 5 8; in United Kingdom, 7 5 6, "Make 7UP yours," 174, 1431 Manet, :Edouard, 616 Marcos, Ferdinand, 567 Mark Trail, 892 Worldwide and, 144, 396; Leo Burnett 1586, 1587; for Warner-Lambert, "Makes your husband feel younger, too, just Manfredi, Nino, 1523 Marcos, Imelda, 5 67 Marlboro cigarettes, 312, 314, 315, 546, Company, Inc., and, 23 6; Dancer, 1637; for Xerox Corporation, 1676, to look at you," 705 "Man from Cunningham & Walsh," 433 Marcos, Te6filo, 394, 394 1183, 1213, 1226, 1228, 1260; Biow Fitzgerald, Sample and, 625; 1678; Yellow Pages compared to, 1684 "Make the most of your free time," 1608 "Man from Schweppes." See color plate in Marcus, Claude, 621, 1307 Company, Inc., and, 178, 1183, 1232; D'Arcy-MacManus & Masius and, Magazine Publishers of America, 1525 "Make your house a home," 639 volume three Marcus Welby, M.D., 644 Leo Burnett Company, Inc., and, 231, 445; D'Arcy MacManus Masius Magazine Repeating Razor, 1400 "Make yourself heard,'' 534 Manhandler soups, 261 Margaret Astor. See under Astor 236, 312, 790, 1183, 1228, 1232, Worldwide and, 446; D' Arey Masius Magazine Repeating Razor Company, 1400 Makin, Roger, 1159 "Manhattan Landing," 1592 margarine, 7 40 1469, l5I8, 1601; Burrell Benton & Bowles and, 447, 448; Magazine Research, Inc., 1022. See also "Making cellular work for you," 1091 Manhattan Soap Company, 888, 889 Margarine Union, 934-35, 947. See also Communications Group, Inc., and, FHV/BBDO and, 590; and global Mediamark Research, Inc. "Making friends is our business,'' 73 Manhattan Transfer, 1395 Lever Brothers Company; Lever 240; Cecil & Presbrey and, 275; advertising, 681; Grant Advertising, Magazines Canada, 26 5 "Making it all make sense," 1034 "Manifesto," 86 Brothers Company; Unilever Michael Conrad & Leo Burnett and, Inc., and, 696; Grey Worldwide and,

, I 1812 MARS, LTD. INDEX INDEX MCCARTHY 1813

697; HI-ICL and Partners and, 739; in Mason Warner Company, Inc., 175 Mauro Salles Publicidade. See under Salles Mayer, Max, l 177 Mccann-Erickson Advertising, 1007, 101r. Inc., 770, 1008, 1114, 1115, lil6, Poland, 546; Joe Pytka and, 1317; Massachusetts, 317, 688, 692, 694, 1252 cars, 610, 1269 Maye1; Oscar F., l I77 See also McCann-Erickson, Inc.; 1191, 1379; and NCR Corporation, Ratto Agency and, 1343; rivalry with Massachusetts Institute of Technology, 369 Maverick cigarettes, 96 5 Oscar Mayer Foods Corporation, See under McCann-Erickson Worldwide 1544; and Nestle S.A., 275, 345, 347, Hershey Foods Corporation, 732, 734; Massachusetts Lottery, 1259 Max, Peter, 475, 84I, 1080, 1108, 1145 Oscar Advertising 720, 1128, 1129; in Netherlands, in Russia, 1376; M&C Saatchi and, n1ass con1munications theory, 998-Ioor, Max cigarettes, 964 Henry Mayers Advertising, 1414 McCann-Erickson Corporation, 1011. 1134; and Pepsodent, 602; and 1386, 1593; Scholz & Friends and, I097 "Max Drumme1;" 940 Mayflower Stations, 669 See also McCann-Erickson Worldwide Pillsbury Company/Pillsbury Mills, 1404; and youth market, 1693. Masse, Bob, 841 Maxell Corporation, 738, 1398, 1399 Mayle, Pete1; l Advertising Inc., 1008, I235; and PowerAde, 175; See also Almond Joy; Kudos bars; Massengale Agency, 3 3 7 Max Factor. See under Factor Maypole Dairy Company, 1589 Mccann-Erickson Hakuhodo Company, 709. psychological research at, 16 59; and M&Ms; Uncle Ben's Massey-Harris Company, 341 Max Flash camera, 5 r 3 Mays, Willie, 676 Sec also McCann-Erickson Japan public relations, 13 11; and radio, 770, Mars, Ltd.(United I(ingdom), 990 Massimi, Gabe, 189, 19I Max I-Ieadroom, 340 Maytag, Frederick Louis, 774, 1002, Ioo3, McCann-Erickson, Inc., 790-91, 796, 860, 1008, 1281-82; and R.J. Reynolds Marsteller, Willian1 A., 996, 13 II mass media, Ior7-I8 Maxim, 978 1004 861, 1008, 1009, IOIO, lOll, 1013, Tobacco Company, 316, 1013, 1369; Marsteller, Gebhardt & Reed, Inc., 996. Sec Paul Masson Vineyards, r69, 686, 1268, Maxima cars, r146 Maytag, Frederick, II, 1004 1027, 1094, 1172, 1600; and Alka­ and Sears, Roebuck & Company, also Marsteller, Rickard, Gebhardt & 1410 Maxim coffee, 644, 64 5 Maytag Corporation, 231, 558, 1002-05, Seltzer, 42, 1046; and Anacin, 71; and 1416; and Ruescas, 1465; and Selvage Recd, Inc. MasterCard International, Inc., 595, 818; M1xiA1arkcting(Rapp and Collins), 1336 1260; Leo Burnett Company, Inc., and, AT&T Corporation, 102, I 507; and & Lee, Inc., and, 804; and Sony Marsteller, Inc., 995-98; and Beatrice Foods Amn1irati & Puris, Inc., and, 69, 949; Maximise Singapore, 145 234, 1469; Cramer-Krasselt and, Avis Rent A Cai; Inc., Ir7, 450; and Corporation, 382; and Standard Company, 401; Eurocom and, 808; William Esty Company, Inc., and, 541; "Maximu1n Powe1: Maximum Value," x46, 419 blacklisting, 183; in Brazil, 1456; and Brands, 1481; and Standard Oil and I-Iavas-Conseil, 544; and l(eep Lintas: Worldwide and, 949; 147 "Maytag effect," l 002 Buick Motor Company, 112, 113, 305, Company/ies, 206, 818, 1008, 1170, Ainerica Beautiful, Inc., r4, 15; and "Priceless," 805; Ratto Agency and, Maxon, Lou Russell, 152, 1001, 1002 Maytag Happiness Hour, 1004 657, 658, 660, 720, 1010, 1544; and 1456, 1544; and Talon, Inc., 922; and IBM Corporation, 834; and Rickard & 1343; Sears, Roebuck & Company Maxon, Inc., 152, IOOI-02, 1261; and "Maytagisn1s," 1004 Bulova, 275, 720; and Burger King Jack Tinker & Partners, 1543-44, Company, 631; Young & Rubicam, and, 1416; and Symmetrical Benson & Hedges Company, 314; and Maytag Orchestra, Ioo4 Corporation, 228; and business-to­ 1659; and United States Equal Inc., and, 544, 723, 808, .r690. Resources, Inc.) 1436 Ford Motor Con1pany, 605, 606; and Maytag Radio Program, 1004 business advertising, 241; and Employ1nent Opportunity See also Havas Conseil Marsteller Master Charge. See MasterCard General Electric Con1pany, 639, 1628; Maytag Ramblers, 1004 Campbell Soup Company, 261; in Commission, 1054; Sylvester L. Marsteller, Rickard, Gebhardt & Reed, Inc.: International, Inc, Geyer, Morey, Madden & Ballard, Inc., Maytag Repairman, 155, 788, 1002, 1004, Canada, 263; and CBS, 495; and ("Pat") Weaver and, 1641, 1642; and and IBM Corporation, 834. Sec also Master Foods USA, 995. See also Mars, Inc. and, 673; and Gillette Co1npany, 676, Ioo5, 1266,1469 Chesebrough Manufacturing Westinghouse Electric Corporation, Marsteller, Inc. Master Lock, 419 772, 780, 1472; and H.J. Heinz Maytag Troubadours, 1004 Company, 288) 1008; and 630, 720, 1004, 1011. See also Martell Cognac, 240 Master Washer, 1003 Company, 729, 730; and Hires root Mazda Canada, 526 Chesebrough-Pond's, Inc., 412; in Interpublic Group of Companies; Martex, 969-70, 970 MATAV, 546 beer, 173; and Packard Motor Car Mazda lightbulbs, 638 China, 301, lOro; and China Airlines, McCann-Erickson Worldwide Martha Washington powdered sugar, 1661 Match, 617-I8 Company, 1188; and Rea Motor Car Mazda Motor Corporation, 156, 603, 6.r2, 696; and Chrysler Corporation, 303, Advertising "Martians," 191, r9.r, _r593 Princess Matchabelli, 412 Company, 112; and television, 780, 1135 304, 305, 472, 657, 1010; and Clarion Mccann-Erickson Japan, 709, 878 Martin, Dean, 351, 1310, 1540 matchbooks, 311 1472; and war bonds, 1628 Mazola oil, 526, 932 Advertising, 842; and Coca-Cola McCann-Erickson Mexico, 1029 Martin, George H., 1348 Mather, E.C., 1161 Max-Pax coffee, 645 MBC. See Middle East Broadcasting Con1pany, 131, 207, 339, 444, 474, McCann-Erickson Publicidade, 210, 582 Martin, James, 525 Mathe1; H.L., 1161 MAX Project, 53 Corporation 604, 720, 787, 802, 807, 896, lOIO, McCann-Erickson WorldGroup, Too7, 1013. Martin, John, 742 Mather & Company, 1161. See also Mather Maxwell-Chalmers Company, 303 MB Communications, 1558 TOTI, 1013, 1095, II9I, 1198, 1201, See also McCann-Erickson Worldwide Martin, Juan Carlos, 90 & Crowther, Ltd. Maxwell coffee, 34 5 M.B.O. Difusi6n, S.A., 394-95 1379, 1456, 1472, 1518, l544;and Advertising Martin, Marc, 618 Mather & Crowthe1; Ltd., 751, I157, 1158, Maxwell Dane, Inc. See under Dane MBS. See Mutual Broadcasting Systen1 drugstore.com, 516; and E.I. du Pont McCann-Erickson Worldwide Advertising, Martin, Mary: Ford Motor Company and, I161, 1162, 1164, 1587, 1592. See Maxwell House coffee, 343-44, 642, 1352; MBS Media, 1576 de Nemours & Company, 505, 1011; 537, 680, 697, 1007-13, 1027; in 608, 896; General Foods Corporation also Ogilvy & Mather Worldwide, Inc. and Academy A\vards, 348; ADC M.B. Walton, Inc. See under Walton and Erwin, Wasey, Inc., 538; and Africa, 23, 24; in Argentina, 89, 94, and, 644; on Kraft Music Hall, 911; in Mathers, Jerry, 1644 variant, 347; Benton & Bowles, Inc., MC (periodical), i563 FedEx Corporation, 573; and financial 1343, 1459; in Brazil, 206, 207, 210; Peter Pan, 261; Rave 1-Iomc Pennanent J.M. Mathes, Inc., 68, 1249, 1400, 1610 and, 164, 344, 446, 643; D'Arcy MCA. See Marketing Corporation of services, 593; and Ford Motor and direct marketing, I 3 3 6; in Egypt, sha1npoo and, 936 Matheson, Tim, 523 Masius Benton & Bo\vles and, 447; A1nerica; MCA Advertising; MCA Company, 605, 1008; and Foster 21; in Eastern Europe, 547, 548; in Martin, Tony, 1172 Mathieu, Gerfen & Bresner, I 206 General Foods Corporation and, 343, Corporation; MCA Marketing; Music Advertising, 263, 976; and Fuller Gennany, 665; Interpublic Group of Martin Agency, 561, 660, 893, 1399, 1400 Mathisson & Associates, Inc., 1052 344, 345, 643, 644, 645, 646, 1686; Corporation of America paints, 861; and General Electric Companies and, 71, 477, 604, 720, Martin & Woltz, Inc., l 57T Mathur, Ike, 525 "Good to the last drop," 337, 343-44, MCA Advertising, 45 Co1npany, 639; and General Motors 862, ro21, 1095, l6or; in Israel, 869; Martinez, Arthur C., 1416 Mathur, Lynette, 525 347, 1440, x44r; Kraft Foods) Inc., MCA Corporation, 1411, 1689. See also Corporation, 112, 113, 657, 658, 660, in Italy, 873; and Lufthansa, T4?8; and Martinez-Cabrera, Carlos, 395 Matisse, Henri, 471, 940 and, 908; Ogilvy, Benson & Mather, Revue Productions; Universal Pictures 720, 1010, 1134, 1379; and Dorothy Microsoft Corporation, 375, 1037) Martini, 738, 1464, 1522 lvfatlock, 1426 Inc., and, 643, 1163; Ogilvy & Mather Willia111 Douglas McAdams, 966, 1219 Gray cosmetics, 1191; and Hartford 1038; and Miller Brewing Con1pany, Martin Landey, Arlow Advertising, Inc., 3, 5 Matrix, 215 Worldwide, Inc., and, 345, 347, 645, McAllister, Matthew, 4 3 I Fire Insurance Company, 848; and 1440, 1472; and Mitsubishi Motor Martin Marietta, 473, 1620 Matson Line, 968 816; Postum Company and, I686; MCA Marketing, 499 Heile1nan Brewing Company, 1052; Sales of America, 477; and Motorola, Martin/Williams Advertising, 1176 Matsushita Electric Industrial Company, 378, rivalry with Nescafe, r 128; senior McBain, Emmett, 240, 1056 and holding company concept, 779, Inc., l09I; and Nestle S.A, 113 l, Marx, Groucho, 152, 304, 305, 644, 1470, 379, 466, 1089. See also Panasonic; citizens market and, 1062, 1424 McBlimp, 1015 806, 807, 861; in India, 842, 843; and 1593-94; and Novosti, 1379; in 1638 Quasar Maxwell House Hotel (Nashville, Tennessee), McCabe, Ed\vard A., 45, 1399 International Silver Company, 922; Philippines, 98; ROnnberg & Company Marx, I

McCarthyism, r 5 2 "McDonald's is your kind of place," Io14, McManus Elliott Communications, 809 Media Planning Group, 102I, I264. See also Mennen shaving cream, 471 Group and, 816; J. Walter Thompson McCartney, Paul, rro6 IOI? McMein, Neysa, 650 SFM Media/MPG Menotti, Gian Carlo, 712 Company and, r 5 3 5 McCarty Company, 900, 996 "McDonald's sure is good to have around," McMullan, James, 841 Media Rating Council, Inc., 1022 Men's Choice, 707 Merrill, Lynch, E.A. Pierce & Cassat, 593. McCaskill, Ian, 220 Io15, 1017 McNamara, Robert, 608 media relations, 13 12 Men's Health, 978 Sec also Merrill, Lynch, Pierce, McCaw Cellular Communications, 102 "McDonald's-the closest thing to ho1ne," McNa1nee, Graham, 674 media research, 983, 984, 986 Men's]ournal, 978 Fenner & Beane McClelland, Thoinas M., 472 lOI4, IOI? McNeil Consumer Products, 1316 Media Service Korea, 1464 Mentadent, 288, 288 "Merrill Lynch is bullish on America," 593, McCiune, William J., Jr., 1246 "McDonald's-Where quality starts fresh McNeil Laboratories, 882. See also Johnson Media Services, S.A., 395 menthol cigarettes, 22I, 3I3, 314, 964 594 McClure's, 250, 383 every day," lOI4, IOI? & Johnson Mediaset, r 5 24 Mentzer, Josephine Esther Lauder ("Estee"), Merrill, Lynch, Pierce, Fenner & Beane, 342, McColhun-Spielman, 983, 1343-44, 1529 McDonnell Aircraft Corporation, 4 3 I. McNelis, Catherine, 775 Media Sexploitation (Key), 1492 412 593 McComas, Oliver, 1227, 1228 See also McDonnell Douglas McQuade, Donald, 25, 27 Mediatude, 5 3 5 Menzel, Michael, 1404, 1405, 1406 Merrill, Lynch, Pierce, Fenner & Smith, Inc., McCombs, Maxwell, 999 McDonnell Douglas, I 53 5 McQuien, Ron, I562 media usage ratings. See ratings "Meow, Meow, Meow, Meow," 1218 593, 594. See also Merrill Lynch & McConnaughy, Tom, 1500---01 McDougall, Don, 3 4 3 McSpadden, Peter, 440 Media Vest, 120, 448, 995, Io21. See also Meow Mix, 457, 1215, I2I6, I2I8, I334 Company McConnaughy Stein Schmidt Brown, 1500, McElligott, Thomas, I99• 293, 56I, 562 McWorld Ninja-Zord, IOI6 Starcom MediaVest Worldwide M-E Productions, 1642 message derogation, 1303 1501 McElroy, Neil, I273 MDA. See Monahan Dayman Ada1ns Medialveek, I563, 1564 Mercado Con1iin de! Sur/Mercado Comum do Message Learning Theo1y (Hovland), I2I2 McConnell, David H., rr8 McElroy Comn1unications, 1576 MDC Comn1unications, 809 Medical Nelvs (Miles Laboratories, Inc.), Sul. See Mercosur/Mercosul message research, 983 McConnell Advertising, 440 McEnroe, John, I473 lvlDR tablets, 845 I043 Mercedes-Benz, III, 113, 309; Batey Group Messing, Debra, 705 McConnell/DFS,440 McFerrin, Bobby, 940 "ME," 743 Medicare (United States), 526 and, 14 5; Campbell Mithun and, 257; Messmer, Otto, 79, 82 McCord Company, Inc., 1383 McGlynn Bakeries, 1236 Mead, Peter, l, 2 "Medicine Head," 1635 Colnaghi & Manciani and, I478; Messner, Tom, 4 5 McCorkell, Sidaway & Wright, 1336 McGowan, William, 44 Mead Davies and Vickers, r. See also Abbott medicines, patent. See patent medicines Contrapunto and, 395; logo of, 952; Messner, Vetere, Berger, 4 5 McCracken, Grant, 430, 523, 524 McGrath, Nedda, I6 5 5 Mead Vickers/BBDO medicine show, 1024-26 Lowe & Partners and, III, 967; Messner Vetere Berger Carey Schmetterer, McCracken Brooks, 199, 1577 McGrath, Rory, 220 Meade, Julia, 1265 Medicus lntercon International, 447 Martin Agency and, 1400; McCaffrey 5 5 r. See also Messner Vetere Berger McCrae, Gordon, 1172 McGraw, James H., 78I Mead Johnson & Company. See under Medium Is the Message (McLuhan), and McCall, Inc., and, Ioo7; Merkley McNamee Schmetterer Mccullin, Don, 3 5 8 McGraw, John, 676 Johnson 998 Newman Harty and, 1176; music and Messner Vetere Berger McNamee Schmetterer, McDLT, 240 McGraw-Hill Publishing Company, 149, Meadowgold Dairies, 824 Meek, Sam, 1532, 1533 jingles used by, 1106, 1108; Ogilvy, I615 McDonald, Dick. See McDonald, Richard 630-3 I, 900, 997 Meadow Lea margarine, Io7, 1075 "Meeting Japan's challenge," 1091 Benson & Mather, Inc., and, 1163; Messner Vetere Berger McNamee {"Dick") McGruff the Crime Dog, l 3, l 5 "Mean Joe Greene," I2I, 339, 1013, 1472, "Meeting the Challenge of Sustainable Studebaker and, 257; rivalry with Schmetterer/Euro RSCG, 549, 724, McDonald, Maurice ("Mac"), 1014 McGuire Sisters, 1010 I5I8 Development," 5 29 BMW, 830; Scali, McCabe, Slaves and, 809; and commercials, I281; and McDonald, Myron, 1544, 1545 McGwire, Mark, 1476 Mean Mary Jean, 306 Meet john Doe, 1083, 1085 46, 1399-1400; and sports, I4?4; Everlast, 17 5; and Intel Corporation, McDonald, Ray, I560 McHale's Navy, I368 Measuring Advertising Readership and Meet the Press, 1174, 1304, 1426 Springer & Jacoby and, 1477, I478, 855, I281; and MCI Communications McDonald, Richard ("Dick"), 10I4 MCI Communications Corporation, 1266, Results (Starch), 984, I487 Megacom (agency), 1575 I479• I479i and upscale consumers, Corporation, I281, 1504, 1505-06; McDonald Charities, IOI4 r281, 1504, I505-06, 1507; Carl Ally, Meat Inspection Act (1906, United States), Megalomedia, I386 459; W/Brasil Publicidade and, 1459, and MCI World Com, I 507; and Nestle McDonaldland, 1015 Inc., and, 43, 44, 45; and American 384,762 Megargel, Roy, I197 1640 S.A., 1131; and Philips N.V., 382, McDonald's Corporation, 157, 240, 4I3, Red Cross, 60; AT&T Corporation as meat-packing industry, 399 "Me Generation," 4 3 I Mercer, Johnny, 1366 I 503; and Schering-Plough 414, 4I5, 432, 454, 484, 681, 80I, rival to, I02, 364, II25, 1505, I505, Meaty Cheese Boys, 1Io8 "Me Gotta Have You," I106 merchandising. See promotions and Corporation, 1224-25; and Volvo, IOI4-I7, Io62, I124, 1I83, r355, 1506; Benton & Bowles, Inc., and, Mecca cigarettes, 3 ro Mei Foo, 299 merchandising 6I4,807,I28I,I615,1617 1356, 1357, I358, 1359, 1360, I362, 164; and British Telecom, 2I9, 220; Mechanics Bank of New Haven Meijer, Paul, I135 Merck & Co1npany, Inc., 214, 883, 1223, Metamucil, I275, I500 1363; and African-Americans, 240; CKS Group and, 323; and (Connecticut), 593 Mein Kampf (Hitler), 1298 I223, I225. See also DuPont-Merck Metcalf, Gordon M., I4I4 BDDP Group and, I56; and Burger environmental n1ovement, 529; Euro Medcalf, Graham, 829 MeisterBrau, 1052 Pharmaceutical Company Meter Miser, 955 King Corporation, 226, 228; Leo RSCG Worldwide and, 551, 1264; media, 978-79, 980, 982, IOI7-20, I565; in Melachrino cigarettes, I226 Mercosur/Mercosul, 210, 1458 Metheringham, Richard, 984 Burnett Company, Inc., and, 238, 238, HotWired and, 804, 858; and Internet, Japan, 878. See also specific 1nedia Mela1ned-Hobbs, 1383 Mercuri us Britannicus, 3 25 Metlife. See Metropolitan Life Insurance I124, 1269, I473i Burrell 67; News Corporation and, 1096; and Media Access Project, 400 Meldrum & Fe\vsmith, Inc., 606 Mercuri us Politicus, 3 25 Company Co1nmunications Group, Inc., and, tele1narketing, I512. See also MCI Media-Advertising Partnership for a Drug­ "Mellowed with chicory," 1130 Mercury automobiles, II2, 784; Kenyon & Metro-Goldwyn-Mayer, 83, Io79; Donahue 240, Io66; CKS Group and, 323; and One Free America, l 5; American Melody and Madness, 962 Eckhardt, Inc., and, I13, 18I, 307, & Coe, Inc., and, 487, Io79, 1080; Coca-Cola Company, 339; DPZ and, Mcllhenny Company, 453, I359 Association of Advertising Agencies Melrose Place, 1448 609, 610, 895, 896; Maxon, Inc., and, and Hucksters, 600, 1084; West, Weir 496; Duffy Design and, 56I; and Mcintyre, David, I431 and, 53; N.W. Ayer & Son, Inc., and, "Melts in your mouth, not in your hand," I4I, 605, roor, 1002; J. Walter Thompson & Bartel, Inc, and, 488. See also endorsements, 5 2 5; and Environmental MCI One, 323 128; public service advertising by, I42,396,7I7,990,I246,I600-01 Company and, 112, 605-06, 609, 6I2; MGM!UA Entertainment Company Defense Fund, 529; Fallon McElligott MCI WorldCon1, 1506, I507 l3r6;Joe Pytka and, I3I?; Phyllis K. Richard N. Meltzer Advertising, 305 Young & Rubicam, Inc., and, 610, Metro Manila Bible Community (Philippines), and, 562-63; Frankel & Company Mcjunkin Advertising, I402 Robinson and, 1373; "Who Wants?," Memorex tape, 1062 612, 929. See also Ford Motor 1349 and, 853, I356; green advertising by, McKay, Jim, I540 240 Memories of Yesterday, 355 Company; Lincoln-Mercury division of Metromedia, 1096. See also Twentieth 530; "Have You Had Your Break McKeachie, William E., 988 media agency, Io20-22 Memory Lane, 1444 Ford Motor Co1npany Century Fox Film Corporation Today?," lIIIj and Hispanic McKendrick, Neil, 393 Media Are American (Tunstall), 428 Memory of Solferino (Dunant), 58 Mercury Communications, 219 Metron1edia v. City of San Diego, 691 Americans, 1058, Io66; and Jack in McKenna, Regis, 8 54 media brokers in France, 622 Men1phis (Tennessee), 571 Mercury Theater on the Ail; 259, I283, 1534 Metropolitan Advertising Agency, r l 97 the Box, 3 64, r 126; Laurence, Charles, McKenzie, Bob and Doug, 168 MediaCom Worldwide, 265, 698, 699, 803 men: careers in advertising of, 165 5; in Mergenthaler, Ottmar, l 5 So, I 5 8 2 Metropolitan Life Insurance Company, 592, Free & Lawson, Inc., and, 966; logo McKern, Leo, 524 Media Edge, 261, 803, Io2r, 1692 demographic research, 4 58; purchasing mergers, 790, 793, 796-97, 801, Io26-28 596, 597, 848, 850, 1057, I469; of, 4 7 4, 9 52; Needham, Harper & McKernan, John, 72I Media Ethics (Patterson and Wilkins), 541, habits of, 759; sex in advertising and, Merideth, Don, 938 and blacklisting, I 8 l; radio advertising Steers Advertising, Inc., and, 23 8, 453, McKim, Anson, 262 542 14 3 5; in television commercials, Meridia, 1646 for, 768; and senior citizens market, II24, I3 5 5; Joe Pytka and, 1317; and A. McKim & Company, 262 Media Italia, 1523 1665-66 Merit cigarettes, 3 I 5, 946, 96 5, 1229 I424 Sears, Roebuck & Company, 1414; McKinney, Henry N., 1597 Mediamark Research, Inc., 46I, 987, 1018, Men at Work, 1604 Merkley Newman Harty, 309, 836, 967, Metropolitan Opera (New York City), 598, and Starcom Motive Partnership, 13 8; McKinney & Silver, 3 23 1022-24, 1340 Mendes-France, Pierre, 1307 I176, 1220 1172, 1310 and Super Bowl, I473i and McKinney, Marsh & Cushing, Inc., 605 Media Metrix, 12, 13 Mendez Mosquera, Carlos, 90 Merlin aircraft engines, 1I88 Metropolitan Paving Act (1817, United sweepstakes, 18 5; and Thorn Birds, McLamore, James, 226 media model research, 984 Mendonca, Duda, 485, 486, 1458 Merman, Ethel, 608, 896 Kingdom), I589 277; and Ty, Inc., 356, I356; Vickers McLane Co1npany, 1622 Media Monitoring Services, I2 Mendoza Fur Dyeing Works, Inc., 699 Merrick, Mahlon, 676 Metropolitan Police Act {I839, United & Benson and, l 606; and Wendy's McLaughlin, .Michael, 976 MediaNatura, 529 , 722 Merrick, Robert F., 208 Kingdom), 751, 1589 International, Inc., 1125, I65I, 1652; McLendon, Gordon, I 3 29 MediaOne Group, 1506 Menjibar, Raiil, I459 Merrill, Charlie, 593 Metrotone News, 725 "You Deserve a Break Today," 453, McLuhan, Marshall, 686, 998, 999, 1300 Media Palace, 252 Menjou, Adolphe, 600, 1084 Merrill Lynch & Company, 596, 8 57; "Breed Metz, 738 II07, II24. See also color plate in McMahon, Ed, 31, 523, 689--90, 929, 1424; Media Partnership (Spain), 1468 Mennen Company, Inc., 275, 352, 698. Apart," r303, 1304; Kenyon & Meulendyke, S.L., 988 volume two and, 77, 444, 445, 1266 Media Planning (Spain), 1468 See also color plate in volume three Eckhardt, Inc., and, r99; Ogilvy Mexicana Airlines, 44 7 r8r6 MEXICAN ASSOCIATION OF ADVERTISING AGENCIES INDEX INDEX MOLLISON 1817

Mexican Association of Advertising Agencies, Microsoft Corporation, 372, 373, 374, 375, Milky Way, 445, 990, 99I, 993-94, 994, 995 Violet cigarettes, 64 Miss Dior, l 202 Mitterrand, Frarn;ois, 32I, 33I, 545 1029 678, 952, 1033-38; Anderson & Mill, John Stuart, 542 Milton Bradley, I556, I558 Miss Hatti, 630 Mix, Tom, I333 Mexican Association of Direct Marketing, Len1bke and, 374, 802; in Argentina, Millais,John Everett, 407, 756, I587, I588 Milton the Toaster (Pop Tarts character), 892 Miss Ideal, I 5 5 6 "Mm, Mm, Better," IIIO-Il 1032 90; CKS Group and, 3 2 3; Deutsch, Milland, Ray, I689 (), 1052, 1402, I403 "Mission Bell," II06 "1vln1, Mm, Good," I52, 261, lilO Mexicans: stereotypes of, 87, 1059 Inc., and, 4 77; Grey Advertising Millar, Victor E., I388, 1389 Milwaukee Gas Light, 4I9 MissiOn: Impossible (1notion picture), 1285 "Mm, Mm, Groovy," 788 Mexico, 362, 461, 679, 1028-32; Colgate­ Agency, Inc., and, 697; and Internet, Millennium Consolidated Investments: Hunt "Milwaukee Polka," 1I06 Nlission: In1possible 2, 128 5 MMLB. See Montfort, Moline, Lorente, Pahnolive Company in, 8 22, I I 5 6; 67, 68, 1303; planned obsolescence at, Lascaris and, 829, 830 Mimeograph, 777 Missouri, University of. See under University Borsten fashion and apparel in, 570; feminine 1239; public relations for, I3 II, I3 I2; Miller, Ann, 730, 825 Min1s, Stewart, I533 Missouri Departtnent of Corrections, I62 MMSekt, 666 hygiene and intimacy products in, 583; Joe Pytka and, I317; and Rolling Miller, Arjay, 608 Mina, I35 !vlissouri Pacific Lines, 441 MMX Pentium, 8 5 5 Volkswagen in, 1612; won1en in, 1666 Stones, 374, lio6; and senior citizens Miller, Arthur, l5I, I8I, 502 "lv1ind is a terrible thing to waste," I 3, I 5, Mr. Aristocrat, 729, 730 mnen1onic devices, I429, r44I Mexico City, 1028, 103 2 market, 1424; and telemarketing, Mille1; Frederick, Io52 I3I5 lvlr. Blandings Builds His Dream House Mobifon, 547 Mexico Directorate General of Radio, I512; and Unilever, 939, 1453; Xerox Mille1; Glenn, 221, 944, T282, 1283, 1694 MindShare, 803, I02I, I160, 1358, I454 (Hodgins), Io85, 1086 Mobil Corporation, II72, II73, 1174, II75; Television and Cine1natography, 1029 Corporation and, 1679 Millet; J.P., Io86 "Mine," 852 Mr. Blandings B11ilds His Drean1 House advocacy advertising by, 17, r8, 1r73; Mexico Secretariat de Salubridad, 1029 Microsoft Home, 1034-3 5 Miller, Mitch, 9I1 Mingo, Frank, 1054, 1659 (1notion picture), 1086 Australian Mobil Gas Trial, II43; Ted Meyer, Ed, 698, 809 Microsoft Investor, 1037 Miller, Robert, 1639 Mingo-Jones (agency), I6 59-60 Mr. Bubble, ro99 Bates & Company, Inc., and, 143; Meyer, Wallace C., 576, 903 Microsoft Network. See MSN M. Glen Miller & Company, I 177 Mingo Jones Guilmenot, 1054 Mr. Clean, 8I9, I469; D.L. Blair, Inc., and, corporate advertising by, 399-400; Edward Meyer & Company, 1460-61, r461 Microsoft Office, 1034 I. Miller & Sons, 84I Miniature Heroes, 249 r85; Euro RSCG Tatham and, I5oo; in Paul Davis and, 84I; Doyle Dane Meyer Associates, 230 Microsoft University, I034 Miller Brewing Company, I32, 563-64, mini-dubs, 703 Israel, 869; Tatham-Laird, Inc., and, Bernbach, Inc., and, 400, 450, II74; Fred Meyer, Inc., 703 Microsoft Word, 1034 1052-54; acquired by Philip Morris Minion typeface, I584 83, 82I, I499; on television, 1517. Erwin, Wasey & Co1npany and, 87I; Arthur Meyerhoff Associates, 154, r263, Microsoft Works, I034 Companies, 13I, I230; Anheuser­ Minit-Rub, 2I3 See also color plate in volume tl1ree J. Stirling Getchell, Inc., and, 669; x671,1672 MicroStrategy, 5 14 Busch, Inc., as rival, 77, 78; Backer & Minneapolis {Minnesota), 646, 647, 648, Mr. Coffee, 347, 1269, I424 green advertising by, 530; logo of, Meythaler, R.G., 1554 Micro-Trac, 677 Spielvogel, Inc., and, I3 r, 1473; Bates 990, I234 Mr. Dirt (Mobil Corporation character), II74 I582; and New York Ti1nes, 400; in Mezhduvedomstvennyi Soviet Po Reklame, Microwave Communications, Inc, See MCI Worldwide and, 396; D.L. Blair, Inc., Minneapolis Millers (baseball team), 649 lvfr. District Attorney, 2rI, I689 Romania, 547; Standard Oil Company I378 Communications Corporation and, I86; Cran1er-l(rasselt and, 419; Minneapolis Millers Association, 1234 Mr. Ed, 652 of New York as predecessor of, 1169; Mezzina, John, I369 Mid-America Marketing on the lvfarch, I620 McCann-Erickson Worldwide Minneapolis Milling Co1npany, 646-47. Mister Frisky typeface, 1584 Wells, Rich, Greene, Inc., and, 1649 Mezzina/Brown, Inc., 1369 Midas, Inc., 792, 923, 1649 Advertising and, I440, 1472; and See also General Mills Mr. Goodbar, 734 MobileAdvantage, 534 M. Glen Miller & Company. See under Miller Middle East, 679, 1038-43. Sec also Africa, n1oderate drinking, I71; Joe Pytka Minnesota, University of, See under Mr. Goodwrench (General Motors mobile phones. See cellular phones MGM. See Metro-Goldwyn-Mayer Northern and, I3I7; Rainey Kelly Campbell University Corporation character), 44 5 "Mobilize for Defense," 58 MG1v1/UA Entertainment Company, III, Middle East Broadcasting Corporation, Io42 Roalfe and, I593; Hal Riney & Minnesota Cooperative Creaineries Mr. I( (Nissan Motor Company character), Mobius Advertising Awards Collection, 1099 1578 Midland Bank, 738, 8I4, 1388 Partners, Inc., and, I370; Schlitz Association, Io62. See also Land lI46 Mockle1; Colman, 677 M.H. Hackett Company. See under Hackett Midler, Bette, 929 Brewing Co1npany as rival, 236, I403; O'Lakes, Inc. J\1j_; Keen, Tracer of Lost Persons, 54 lvloda Elcgante (Spain), 1464 Miami Dolphins, 335 Midway Chemical Company, 5 4 and sports, 78; targeting ho111osexuals, Minnesota Valley Canning Company, 23 I, Mr. J(otter dolls, I 5 5 8 Model 95 Land Camera, I245 Michael Conrad & Leo Burnett. See under Miedinger, Max, I 5 8 3 I059, 1062; and Tele Vest, 448; 233, 236, 475, 537, 770. See also "Mr. Lonely" {Vinton), II07 Model A cars, II.O, 605 Conrad Miele, 1477 J. Walter Thompson Company and, Green Giant Mr. Magoo's Christmas Carol, I 540 Model A photocopiers, I675 Michael de Krestser Consultants. See under Mighty Dog, 1217 I59; Wieden & Kennedy, Inc., and, Minnetonka Corporation, 352, 1451 Mr. Peanut (M&Ms character), 990, Model B cars, l 10 Krestser Mighty Morphin' Po\ver Rangers, 284, IoI6, 1370, I6 53. See also color plate in Minolta Corporation, 30I, 5II Mi: Peanut (Planters Nuts character), 760, Model C cars, IIO Michael Jordan the Fragrance, I205 I560 volu1ne t1vo minorities: census in United States and, 280; 1469,r475, t480,I482 Model F cars, IIo Michaels, John Gallaher, 715 Mikes, Jiri, 548 C.L. Miller Con1pany, 93I employment in advertising of, 49, 795, Mr. Plain (M&Ms character), 990 Model L cars, I186, I188 Michel, Philippe, 329, 330, 33 r Milady Decollette, 67 4 Miller Genuine Draft, 132, 159, 396, 1053, I054-57, I058-59, I656; Mr. Potato Head, 228 Model T cars, lIO, 605, 607, I598 Michel-Cather, 380 Milan (Italy), 873 I593 representations in advertising of, Mr. Rogers' Neighborhood, 284 Moden1Media, 858, Io68, 1069, I576 Michelin, 555, r546-48; BDDP Group and, Milano cookies, 1I96 Miller Genuine Draft Light, I32 87-89, 543, ro57-63; as targets of Mr. Saturday Night, I84 Modem Media Poppe Tyson, 1068-69, I 576 156; and Citroen, 3I9, 32I, 6I7. "Mild as May," 64, 314, I226 Miller High Life, 131, 419, Io52, 1052, advertising, 49, r68, 1064-68 Mi: S111it11 Goes to Wasl1i11gton, 1083 "lvloderation," I4IO See also Bib end um; and color plate in Miles, Charles Foster, Io43 Io53, I66o, See also color plate in Minow, Newton, 494, 15I7 Mr. Whipple (Charmin character), I55• r63, "Modern design makes the difference," 6 5 volume three Miles, Franklin L., 41, I043, I619 yolmne tivo "Minute brewNescafe," 1129 446,904,1275,I469,1518 Modernista, 660 Michelin, AndrC, 1546, I547 "Miles Ahead" (Miles Laboratories, Inc.), Miller Lite, I31, I32, 563-64, 1052, 1053, Minute Maid Company, I40, 141, 604, 120I Mistol, Io94 modernity, Io70-75 Michelin, Edouard, I546, I547 I045 I440, I472-73; Bud Light as rival, 77, Minute rice, 908 Misty cigarettes, 22 3 "Modernizing Mother," 88r Michelin Man. See Bibendun1 Miles Canada, Inc., 1047 78, I32, 454, Io53; targeting Minute tapioca, 642, I686 Mitchell, Charles, 1586 Modern M--iturit)~ 977, 978, 980, 1426 Michelin North Ainerica, Inc., 454, 1547-48, Dr. Miles Medical Company, Io43. See also homosexuals, Io59, Io62 Miracle Grow, I424 Mitchell, J.T.H., 774, 931 Modern Style fonts, r580 I547, I549 Miles Laboratories, Inc. Miller Lite Ice, I32 "Miracle of the lox that flies," 450 Mitchell, Stewart, I562 Modern Times (motion picture), 373, 430, Michelob, 73, 77, 78, 444, 445, 446, rr23, Miles Laboratories, Inc., 41-42, 452, 790, "Miller Time," I3I, Io52, 1053, 1053. Miracle scent, 1205 J.T.H. Mitchell (agency), 93I. SeealsoLennen 836 II24 922, 923, Io43-47, I544-45, 1620, See also color plate in volun1c t1vo "Miracles of science," 504, 505, 10I2 & Mitchell, Inc. Modess, 202, 577, 579, 88I, 88I Michclob Light, 77, 445, 446 r620, I62I; planned obsolescence and, Millers' International Exhibition {I880), 647 Miracle Whip salad dressing, 908, 909; C. Mitchell & Co1npany, 7 5 I Modess Method, 4I2 Michel Picard wines. See under Picard 1239; and radio, 41, I326, See also Millington's Advertising Company, 299 J. Walter Thompson Company and, Mitchell-Faust Advertising, I3I9 Modfilm (Sweden), I151 Michener, James, I266 color plate in volun1e tlvo "Millions of satisfied o\vners are our best 9II,9I3,9I4,1535 Mitford, Jessica, 790 lvlod Squad, IIIO Michigan Bell Telephone, 1375 nlllitary advertising, 1047-51. Sec also color testin1onial," 996 Resorts Bellagio Casino, I107, II.Io Mithun, Raymond, I50, 256, 257 Modula typeface, I584 Michigan Chandelier Company, 489 plates in volumes one and t1vo "Millions prefer this fresher, flakier cracker," Miranda, Carmen, Io59 Mitsubishi: Chiat/Day, Inc., and, 292; in Moet & Chandon Chan1pagne, 906 Michigan Tourist Commission, I375 milk: condensed, 192-93; container design III3 Mir6, Joan, 474 China, 301; environmental movement Moge1; Stanley, 1020 Mickelberry Corporation, 435, 808 for, I184; "Got Milk?," 7-8, 556, 683, "Millions use Pearline," 1449 Mirren, Helen, I6o8 and, 528; Maxon, Inc., and, Ioo1; Mogul, Williams & Saylor, .r556 Mickey Mouse, 432, 522, 1539, I546 I58I; inotivational research and, 478; Nlilliyet, 1041 Mirro Aluminum, 419 Results Advertising and, 1359; Moholy-Nagy, L

Molnlycke (company), 580 "Moonbeams," 914 Morrison, Dale r1., II96 Tho1npson Company and, 94; and Mulher Atual, 582 Museu1n of Science and Industry (Chicago), Claude Mooney, Io5 Morrison, James, 75I Molson, John, 1077 Timex Corporation, I543 Mulino Bianco, I35-36, 873, 1524 502 Molson Breweries. See Molson, Inc. Moonlighting, 3 40 Morrison's (restaurant chain), 1425 "Motorola to You," ro89 Mullen, 966 Museum of Science and Industry (New York , 976, 1078 Moor (Sarotti trademark), 25 Morrissey, John J ., 609 Motorola TV Hou1; I09I Muller yogurt, l 2 3 8 City), 502 Molson Ex/Molson Export, 738, 1078 Moore, Dudley, Io86 Morris the Cat (Nine Lives character), 23I, Morrin, 883, I223 Mullins, Barbara, 1280 Museun1 of Television and Radio (New York Molson Golden, 168, 1078 Moore, Garry: Atka-Seltzer and, Io45; Camel 237,718,730,12I8,I469 Mottled German (soap brand), I270 Multi-Allergen Removal Carpet Powder, 1442 City and Beverly Hills, California), cigarettes and, 539; Molson, Inc., 976, 1077--]"9; and Canadian Ipana toothpaste Mortein (pest repcllant), 107 Mounds,624, 625,993 Multi-Choice, 24 1099 beer market, 915; Cockfield, Brown & and, 21I, 867; Johnson & Johnson Mortensen, Jim, I690 Mountain Dew, 802, Iro8, II99, I20I Multicultural Advertising Intern Program. museums and archives, 1097-II03 Company, Ltd., and, 341, 343; and, 882; S.C. Johnson & Son, Inc., Mortimer, Bob, 249 "Mountain-grown Folgers. It's the richest See AAAA Multicultural Advertising Musial, Stan, 1472 Cossette Communication-Marketing and, 886 Mortimer, Charles, 644 kind," I277 Intern Program music and jingles, 1103-12; interaction with and, 415; and Hockey Night in Moore, George, 608 Mortola, Manuel Marcelino, 89 Mouser, Les, 257 multinational campaigns, 697, Io94-95. images of, Io92, Io93; Labatt Brewing Canada, 262; Hoi.vell Henry Moore, Gordon, 8 54 Morton Salt, 760, 895, rr23, r440 Movado,958 See also global advertising Company and, 916; on radio, I328, Chaldecott Lury and, 738; Young & Moore, Roger, I615, 1617 Mosaic Communications Corporation, 1069. "Move," II42 multinational corporations, 429, 678-82 I329-30, I33I, r332, I694. See also Rubicam, Inc., and, 168 Moore, William, III3 See also Netscape Communications "Move up to quality; move up to Schlitz," Multi-National Partners, 444 jingles Molson Youth Posse, 1078 Moosehead beer, I48o Corporation 1403 multivitamins, 284, 794, Io43, 1044-45, Music Corporation of America, 641 Moltz, Sandy, 498 Moran, Jim, Io8o Moschitta, John, 44, 572 "Move your family westward ... ," I 103 Io46, 15 58. See also color plate in music houses, I Ill Mon1cntum Worldwide, 1007 Moran, Nick, 926 Moscoso, Victor, 789, I582 Movie Advertising Bureau, 1081 volu1ne two Music Makers, I372 Monaco, 621 "More Bounce to the Ounce," x79, 180, 1198 Moscow cigarettes, 3 IO Movierecord, I465 Mum, 2II, 2I3, 1123, I208 "Music Teacher," 715 Monaghan, Tom, 1356 "More convenient than any excuses," l 5 4 3 Moses & Son, I586 movies. See motion pictures G.H. Mumm, I4IO Music Television. See MTV Monahan Dayman Adams, 107 5. Sec also "More doctors smoke Camels than any other Moslin Machine Company, 3 I l Eric Mower & Associates, 72I "Mum's the word," 213 "Music to Watch Girls By," llo6, I20I Mojo MDA Group, Ltd. cigarette," 539 Mosmans, Andy, 5 8 8 Mozambique, 60 Munger, Reithmiller & Associates, 165I music videos, 3I7, 1093, I288 Monarch Wine Company, 696 "More goods for more people at less cost," Moss, Charlie, I648 MPG {media agency), 724 Mungo Park, ro33 musk oil, 1204, 1205 Mondale, Walter, 440 639 Moss, Chris, I6o8 MPO (production house), 482 Munising Paper Company, I498 "Muskrat Ramble" (Gilbert and others), Monday Night Football, 94, 533, 1052, 1117, "More miles per gallon than anybody," 812 Moss, Frank, 379 MRB Group, Inc., 1453-54, I535 munitions industry, 502 lI06 1534 Moreno, Jose M., 90 Moss, Kate, I205 MRI. See MediaMark Research, Inc. Mufi.oz, Ric, I141, 1473 Mussolini, Benito, I298 "More people by far . , . use Hertz rent a car," Moss/Dragoti Advertising, 737 Mondrian, Piet, 4 73 Mrs Baird's Bread, I56I Munsey's, 3 3 2 Mustang cars, 306, 609, 610, 896, 1535· Monet Jewelry, 647 735 Mosse, Rudolf, 665, 764 Mrs. Butterworth syrup, 933, 937 Munsingwear, Inc., 446, 628, 89 5 See also color plate in volume two Monet watches, l 542 "More Pontiac excitement to the gallon," 6 5 8 Annoncen-Expedition Rudolf Masse, 665, Mrs. Field's, 800 Muppets, 6 5 2 mustard, 224, 6 r 8 Money, 969 "More power to ya," .r75 I464 Mrs. Olson (Folgers coffee character), 34 5, Murad cigarettes, 3II, 312, 96I "Must be the shoes," 1473 "Monk," II22, I676 "More reliable/less money," 737 Mosse Gruppe, 665 4 33, 645, I2I2, 1277. See also colol' Murder She Wrote, I426 Musterole Company, 5 3 6 Howard H. Monk Advertising, 1I77 "More smart women wear Timex than any "Most glamorous cars in a generation," 305 plate in volume one Murdoch, Elisabeth, 1096 Muthesius, Hermann, 663 Monkees, II07 other watch in the world," I540, IJ4I "Most Original Soft Drink Ever" (Manilow), Mrs. Percival Folderol, 366 Murdoch, James, 1096-97 Mutual Broadcasting System, 770, I328, Mono, Anis de!, 1465 "More than the price is right ... ," I6o6 I74,1ro7 Mrs. Smith's Frozen Foods, 893, I395 Murdoch, Keith, Io96 I33I, r382 Monogram electrical appliances, 6 3 6 "More to enjoy," 1089 "Most Wonderful Time of the Year," l l IO Mrs. Wiggs of the Cabbage Patch, I326 Murdoch, Lachlan, Io96 mutual funds, 596 Monogram (motion picture studio), Io8o Moretrench v. FTC, 689 motels, I57I, r574 Ms., 276, 587-88 Murdoch, Rupert, 1096-97, I386 Mutual Insurance Company of New York, Monopolies and Restrictive Trade Practices Morey, Humm & Warwick, 672, 931 Motel I574 MSA. Malaysia-Singapore Airlines 6, See Muriel cigars, 82, 964 592, 989 Commission of India, 844 Morgan, Henry, I 8 3 "Mother Country," IIII MS-DOS, 373, Io33, 1034 Murphy, Richard, 1500 Mutual Life Insurance Co1npany, 592 Mothers Against Drunk Driving, I7I, I300 monopoly. See antitrust actions Morgan, J.P., Ioo, 383 MSN, 860, 1033, I037 Murphy's Oil Soap, 352, 554 Mutual Life Insurance Corporation, 398-99, Morgan, Jaqui, 84I Mother's Cookies, 906 Monopoly (board game), I553, r555 MSNBC, 636, 973, 1033 Murphy's varnish, l 596 402 Monotype machines, I58o, I582 Enoch Morgan's Sons, 8I9, 933, I2o8 Motion Associates, 483 MSN Expedia, 477, Io33 Murray, Al, 880 Mutual Network. See Mutual Broadcasting , Marilyn, 940, I205 Morgan Stanley Dean Witter & Company, motion pictures, Io79-87; audience research MSW Rapp & Collins, I336 Murray, Anne, lI07 System Monroe, 204 493 and, 635; and cosmetics, 408-09, 4II; MTel, 1033. See also SkyTel Murray, I

lvlystery Playlio11se, 275 NASA. See United States National National Biscuit Company, 7 56, 760, l 113-14, National Lead Company, 98 Nazi Strike, 1299 and Honda Motor Co1npany, 4 5 3, Mystic Cliffs Premiun1 Wines, J 69 Aeronautics and Space Administration 1597· See also Nabisco, Inc. National Media Group, I401 NBA. See National Basketball Association 810-11, 813; and S.C. Johnson & Son, Mystic Hand Cream, 54 NASCAR. See National Association for Stock National Black Net\vork, 1330 National Museum of An1erican History NBC, 472, 8I8, 950; A1nerican Ho1ne Inc., 886, 887; and Kraft, Inc., 913; Car Auto Racing National Brewing, 490 (Washington, D.C.), 623, lIOl Products Corporation and, 56, 57; and and Mars, Inc., 993; and McDonald's NAACP. See National Association for the Nash- Corporation, 672, 1628 National Broadcasting Corporation. See NBC National Negro Business League, 27 blacklisting, 183; and Borden, Inc., Corporation, 238, 10I4, 1015, 1355; Advancement of Colored People Nash/Lafayette auto1nobiles, l r2, 672 National Bureau of Economic Research, 53 National Organization for Women, 584, 586, 195; Leo Burnett Company, Inc., and, Omnicon1 Group and, 796, 808, TJ76, Nabisco Brands, I482 Nashua, 829 National Car Rental, 73 5 I664; and American Home Products 233; General Electric Company and, 1602; and Univas, 723; and Xerox Nabisco Chocolate Chip Cookies. Nashville cigarettes, 22I National Carbon Company, 1326 Corporation, 56-57; and Procter & 636, 1331; Lennen & Ne\vell, Inc., Corporation, 1676. See also Needha1n See Chips Ahoy! Nasser, Jacques, 612 National Cash Register Corporation. Gamble Con1pany, 1212; Jane Trahey and, 93 2; lvlicrosoft Corporation and, Harper World\vide Nabisco Group, JTI9 Nast, Conde, 781, 1119-21 Sec NCR Corporation and, 1568 1033. See also MSNBC; NBC Radio; Needham Harper World\vide: 1nerger with Nabisco Holdings Corporation, III9 Conde Nast Publications, 1120-21 National Cat Health Month, 1218 National Outdoor Advertising Bureau, Inc., NBC Television Doyle Dane Bernbach, Inc., 452-53, Nabisco, Inc., 8I8, 1113-19; N.W. Ayer & Nast, Thomas, 443 National Cellulose Corporation, 95 5 444,772,1020,1180,1353 NBC Radio, loo, 768, 770, 1283, 1325, .r124-25; and On1nicom Group, 143, Son, Inc., and, 125; and Bates National Adopt-a-Cat Month, 1218 National Coffee Association, 344 National Party {Ne\v Zealand), 349 1326, .r328, 1331; Firestone Tire & 154, 813, Io95, 1336; and origin of Worldwide, 14 3; Benton & Bowles, National Advertising Division (Council of National Committee for Prevention of Child National Pepsi-Cola Company, l 197. See also Rubber Con1pany and, 598; and Rubin Postaer & Associates, 8T3; and Inc., and, 164; and Chicago Tribune~ Better Business Bureaus), 927, 938, Abuse, 14 Pepsi-Cola Company political campaigns, 772; Radio Sears, Roebuck & Company, I416; 702; Dancer, Fitzgerald, Sample and, 1418, I420; American Advertising National Conunittee on Racism in Children's National Pork Producers Council, r98, .r99 Corporation of America and, .r396; and Xerox Corporation, 1678. See also 1388; William Esty & Con1pany, Inc., Federation and, 49; An1erican Books (United Kingdom), 28 National Public Radio, 169, 1330 and ratings, 13 38; David Sarnoff and, DDB Needham World,vide; Needhan1, and, 540; FCB \Vorldwide and, 1576; Association of Advertising Agencies National Computer Analysts, Inc., 370 National radios, 466 1395i and self-regulation, 1421; soap Harper & Steers Advertising, Inc. McCann-Erickson, Inc., and, 770, and, 52-53; and American Home National Congress of Parents and Teachers, National Rifle Association, 1300 operas on, .r444, 1445, .r446; Daniel Needham, Louis & Brorby, Inc., 113, 211, 1008, 1191, 1379; and oat bran, 800; Products Corporation, 57; and British 598 National Se1niconducto1; 372 Starch and, 1485; United States 453, 771, 822, 824, lI2l, 1123, I283; R.J. Reynolds Tobacco Company Ainvays, 2I8; and children, 297-98; National Consu1ner League, 387 National Sha"vmut Bank, 1061 Federal Co1nmunications Con1mission and General Mills, 651; and Kraft­ merged with, 646, 1369, 1482; in and corrective advertising, 406; and National Consumers League, 384 National Society for Controlling the Abuses and, 776; Sylvester L. ("Pat") Weaver Phenix Cheese Corporation, 911, Russia, 1379; Standard Brands merged Johnson & Johnson, 882; and Maytag National Cooperative Milk Producers of Public Advertising {United and, 164.r 1123; and Mars, Inc., 991, 993; with, 796, 1480, 1482; and Corporation, Ioo2-03; and Virgin Federation, 740 Kingdom), 1587 NBC Studios (New York City), 472 1nerger with Doherty, Clifford & J.B. Williams Company, 662 Atlantic Airlines, 2I8 National Council of Senior Citizens, 3 87 National Stigma Clearinghouse, 387 NBC Television, 277, 1395, 1396; Shenfield, Inc., 779, 868, 1027; and Nabscan National Scanning Services, Io22-23 National Advertising Federation (Italy), 871 National Council on Alcoholism, 14 National Student Advertising Competition, and American Home Products Quaker Oats Company, IT23, 1319. Nacho Man ( character), 1236 National Advertising Revie\V Board, 49, National Crean1eries Association, 740 50, 122 Corporation, 56; and Colgate­ See also Needham, Harper & Steers National Student Marketing, 1436 Naci611, 9 2, 14 5 6 52-53,99,363,406,586,795,927, National Crime Prevention Council, 15, 1315 Pa!molive-Peet Company, 3 51; and Advertising, Inc. NAD. Sec National Advertising Division 1r25, 1418, 1601; and A1nerican National Dairy Association, 82 National Surety Company, 768 color television, 15T7; Firestone Tire Neet depilatory, 54 (Council of Better Business Bureaus) 1-Iome Products Corporation, 57; and National Dairy Products Corporation, 908-09. National Tea supern1arkets, 700 & Rubber Company and, 598-99, negative advertising, .I125-26, l25I. See also Nader, Ralph, 17, 383, 385, 610, 694, 790, AT&T Corporation, .x504; BMW See also Kraft Foods, Inc. National Television Standards Committee, 78 5; and General Motors Corporation, comparative advertising I547 protest about Volvo to, 1617; and National Distillers, 896, 932 779 351, 658; and Halhnarlc Cards, Inc., Negativeland, 1653 "Nader's Raiders," 3 8 5 Wal-Mart Stores, Inc., 1622 National Education Association, 598 National Tire & Battery, l4J6 712; and n1ultiple sponsors, 1600, Negro World, 409 Nadler & Larimer, 435, 707, 808 National Advertising Review Council, 49, National Environment Policy Act (1969, National Traffic and Motor Vehicle Safety Act T641; political party conventions on, Nehi Corporation, 173. Sec also Royal Cro\vn NAFTA. See North American Free Trade 388, 1418 United States), 386 (1966, United States), 694 1690; public service advertising on, Cola Agreement National Advertising Service Private, Ltd., National Export Advertising Service, 109 5 National Traffic and Safety Act (1958, United I315; and self-regulation, 1420; soap Nehru, Ja>vaharlal, 842 Naigai Tsushinsha, 709. See also 843 National Fatherhood Initiative, 1316 States), 3 8 5 operas on, I446, .r448; subliminal Neighborhood Stores, .r623 l-Iakuhodo, Inc. National Airlines, Inc., 584, 586, lT9T National Federation of Business and National Urban League, 14, 426, Io66 advertising banned by, 1490; and Neiman Marcus, 273, 480, 1567 Naigai Tsushinsha Hakuhodo, Inc., 708. National Association for Stock Car Auto Professional Women's Clubs, 385 National Westminster Bank. See Nat\Vest virtual advertising, 335; Sylvester L. Neisser-Meyerhoff, Inc., l67r. See also Sec also Hakuhodo, Inc, Racing, 533, 1229, 1474 National Federation of Coffee Growers Bank ("Pat") Weaver and, T4J, 351, 7I2, Arthur Meyerhoff Associates Nair, 269 National Association for the Advancement of (Colombia), 345, 346, 445 National Woman's Party, I352 785,I284,164I-42, 1690 Nelson, Barry, 539 Naisbitt, John, 72r Colored People, 27, 426, 1058, 1066 National Fluid Milk Processor Promotion N1tio11 of Strangers (V. Packard), lT86 NBC \Vhite Paper, 1540 Nelson, Bob, I280 Naked City, 213, 1045 National Association of Attorneys General, Board, 7, T99, 556, 683, 1581 "Nation's breakfast," 892 NCA. See National Coffee Association Nelson, Donald M., 53 Naked Society (V. Packard), ll 86 530 National Football League, 94, 95, 818, 964, Nationwide Financial Services, Inc., 8 51, 8 52 NCK. Sec Nonnan, Craig & l(un1mel, Inc. Nelson, Lawrence R., 255 Naldecon Senior, 14 24 National Association of Broadcasters, 846, 1016, 1229, 1474; Esso/Exxon and, Nationwide Insurance Co1npany, 824, l3I7. NCK Organization, II56. Sec also Foote, Nelson Doubleday, Inc., I382, 1383 NAM. See National Association of 1419-20; and Anacin, 56, 141; and r174; FedEx Corporation and, 572; See also Nationwide Financial Services, Cone & Belding Communications, Ne0Gan1a (agency), 48 Manufacturers birth control, 580; and children, 284, Fox Television and, 1096; Labatt Inc, Inc.; Norman, Craig & Kun1mel, Inc, Neolite, 3 66 Namath, Joe, Jo99, 1268, 1269 1556, 1558; and cigarettes, 66, 315, Bre\ving Company and, 917; "Nation\vide is on your side," 852 NCI.. See National Consu1ners League Neoprene, 503 "name-calling," 1297 946, 1229, 1368 Motorola, Inc., and, l09L Sec :tlso Native An1ericans, 1064; representations in NCR Corporation, I32, 370, 372, 678, Neosporin, 57, I32, 1220, .r634-35, 1637 Na1ne's the Same, 18:1, 1498 National Association of Elementary School Super Bo-\vl advertising of, r4, r 5, 4 30, 528, 99 5, 1544 Nervine, 41, 1043, 1044, 1545, 1619 "Name the t\vins," r93 Principals, 283 National Foundation for Infantile Paralysis, 997,1057,.ro60-62 NDPC. See National Dairy Products Nescafe, 344, 345, 775, 952, J106, 1128, Nan1ibia, 2 3 National Association of Legal Secretaries, 480, I3l0 NATO. See North Atlantic Treaty Corporation II28, TT29, l.r3o;J. WalterThomson, Organization Nana, 6I4 554 National Gallery of Art (Washington, D.C.), Nebraska Power Company, 196 S.A., and, 204, 205, 1465 Nance, James]., 1188 National Association of Manufacturers, 772 398 Natural Instincts for Men, 707 NEC Electronics, 48, 360, 528 , 1131 Nando's, 24 National Association of Securities Dealers, National Gas Pipeline Act (1968, United "natural" labeling, 644 Neckermann Mail Order, 1477 , 1127, .r128, 1129, 1130, II31 Nanny and tl1e Professor, 882 596 States), 385 Nature Conservancy, 529 Nederland l (television station), .r.r32 "Nestea is the largest selling instant tea!," napalm, 505 National Association of Teachers of National Geographic, 977, 978; and Nature's Remedy, 441 Nederland 2 (television station), 1132 lI28 Napoleon I, 1298 Advertising, 519. See also An1erican l-Ialln1ark Cards, Inc., 712, 714; "Nature's spelled backwards," 660 Nederlands Boekenclub, .x134 "Nestea Plunge," II30, 1131 Napoleon III, 408 Marketing Association place1nent in It's a \Vonde1i11! Life, NatWest Bank, I593 Needhan1, Maurice H., 772, lI2I, r123 Nestle, Henri, 753, 1127 Naproxyn1, 1223 National Association of Teachers of 1285; and senior citizens market, 1426 Natwick, Grim, 82 Maurice H. Needhan1 Company, .r.I2I. Nestle and Anglo-Swiss Condensed Milk NARB. See National Advertising Review Advertising and Marketing, 5I9. , 340, 574, 917, Nautica Apparel Co1npany, l 542 See also Needha1n, Louis & Brorby, Inc. Co1npany, T1-27. See also Nestle S.A. Board See also American Marketing 1474 Nautica watches, 1542 Needha1n, 1-Iarper & Steers Advertising, Inc., Nestle Beverage Company. See Nestle S.A. Narbonne (France), 1265 Association National Industrial Advertisers Association, Navarro, Fanny, 90 21.r,233,452, l027,I121-25;and Nestle chocolate bars, TT27, l.r30 NARC. See National Advertising Revie\.v National Basketball Association, 340, 917, 41 7 Navy fragrance, 1205 Benson, Needha1n, Univas, 793; and Nestle chocolate morsels, IT28, l.I29 Council 1401, 1474 National Inquirer, 980 Nay, 929 Bud\veiser, 78; and Continental Nestle Cokoladovny, 546 Narcisse Noir, 1202 National Better Business Bureau, 762. Sec also National Institute on Drug Abuse, 14 Nayfack, Bertram S., 487 Airlines, 36; and Duracell batteries, Nestle Company. See Nestle S.A. Nardelli Tamen, 1571 Council of Better Business Bureaus National Lan' Rcvic\V, 978 Nazis and Nazis1n, 665, 1296, I298-99, 1307 146; in Egypt, 2J; and Eurocom, 808; Nestle Purina Pet Care, 1334 INDEX 1822 NESTLES.A. INDEX NOBODY CAN DO IT LIKE MCDONALD'S CAN 1823

I596, l6oz; advocacy advertising in, Nestle S.A., 275, 347, 397, 527, 648, 8oI, New Beetle. See under Beetle Neiv York Evening Post, I63 8 Charles F.W. Nichols Company, 576, 903 Nikkeisha, 87B 952, 994, II26-32; in Africa, 24; in J.J. Newberry, 1414 I9; American Association of New York Festivals awards, 12.3 Nicholson, H.B., 339 Nikon, Inc., 5II, 561, 1399 Argentina, 9 2; brands acquired from New Century cigarettes, 964 Advertising Agencies and, 52; in Neiv York Gazette, 325 Nicholson, Willian1, 756, 839 S.R. Niles, 566 RJR Nabisco by, I483; in Brazil, 496; "New Chrysler Corporation," 307 Argentina, 92; Audit Bureau of Neiv York Herald, 326, 751 Nickelodeon (company), 914, 1560 NileSat (Egypt), Io40 CLM/BBDO and, 330; and coffee, New Coke, 339 Circulations and, 104; and censorship New York I-Jerald Tribune, 44, 48B Nickelodeon (magazine), 294. See also color Nilsson, Harry, 1107 by advertisers, z.76; and children, 295; 343, 344, 345, 347, 463, 557; Collett New College Panda, 591 New York Institute of Technology, 495 plate in volume one Nilsson, Torbjorn, 534 Dickenson Pearce and, 358; DPZ and, New Confidets, 579 circulations of, 103-04, Ior7-I8; "New York is eating it up," 449 nickelodeons, Io79 Nimlo 3-D cameras, 1540 496; William Esty & Company, Inc., New Deal DOB/Norway, 1I5I classified advertising in, 3z5-28, 332; New York Jazz Festival, 222 Nicklaus, Jack, 446 900 numbers. See under telemarketing and, 540; Euro RSCG and, 724; Foote, "New Dodge," 114, 309 and coupons, 4I6, 7oz-03; and New York Life Insurance Corporation, 366, Nicoderm, I2z4, 1316 Nine Lives, 231, 237, 7I8, 730, I2I5, I2I8, Cone & Belding and, 603; and global Newell, Clarence D., 433, 945 demographic research, 460; and 398,4Bo,592,596,B52 Nicollet Park (Minneapolis, Minnesota), 649 I469 advertising, 680, 68I; in Hungary, Newell, Herman W {"Hike"), 672, 931, 932, e-commerce, 5 r 3, 5 l 5; in Egypt, 22, Neiv York Magazine, Io96, I 579 Nicotrol NS, 8B3, I632 "Nine out of ten screen stars care for their 546; in India, 843; and infant formula, 962 Io40, Io42; in Eastern Europe, 545, Neiv York Post, 1096, Io97 Nidetch, Jean, 1644 skin with Lux toilet soap," 153 z 546; in France, 6I6, 6I7, 6z1; in 425; Lord & Thomas and, 1127; Newell and Sorrell, 218 New York State, 317, 530, 688, 694, I5lO; ACNielsen Corporation. See under AC "1906 will be a Ford year," 605 Maclaren McCann Canada, Inc. and, Newell-Emmett Company, Inc., z.75, 433; and Gennany, 662, I5I3; grocery and legislature, 816, 929 Nielsen, Arthur Charles, Jr., II "I949 Auto Show," I6II-Iz 263; McCann-Erickson, and, 275, 345, Fred Allen, 1084; and AT&T supennarket advertisers in, 703; hotels New York State Public Service Conunission, Nielsen, Arthur Charles, Sr., B-9, 9, IO, II, "I984,'' 85, I2I, 292, 373, 482, 483, Boo, 347, 720, I593-94; in Mexico, 1029; Corporation, Ioo; and Liggett & and, 1573; in India, B43-44; and 694 984, 9B6, II57 B34, Io72, 1074, 1300, I473-74, infomercials, B4 5; in Israel, B71; in Netherlands, 1132; acquired Myers Tobacco Company, 64, 942, B69, New York Subways Advertising Company, Nielsen Clearing House, 7oz 1501,I520,I601, 1659 by, 1207; Publicis and, r88, 603, 817, 943, 944-45, 1283; and Pepsi-Cola in Japan, 87B; Johnson & Johnson 1670 Nielsen Food and Drug Index, 9 "95 calories never tasted so good," 727 1307, 1308; Ralston Purina Company Company, 7B1, 1Io5, I197, II9B; and and, 882; in Korea, I461, 1462, I463, New York Sun, 326, I595 Nielsen Homevideo Index, IO "99 and 44-Iooo/o pure." See under Ivory acquired by, 1334; in Spain, 1464, Squibb Corporation, z.10; survey on 1464; Lever Brothers Company and, New York Telephone Company, z.7, 1058 Nielsen Media Research 8, II, 12, I3, 986, Soap I465, I468; Armando Testa and, personal care products, 12Io; and 936; Listerine and, 919; in Los Angeles New York Times: and America Online, Inc., 987, IOI8 Nintendo of America, Inc., 527, I3I2, r560. I523i J. Walter Thompson Company Texaco, Inc., 1I72. See also area, z.76; in Mexico, Io32; in Middle 67; "Beetle" coined in, III; and census Nielsen Media Service, IO See also color plate in volume three and, 94; J. Walter Thomson S.A. and, Cunningham & Walsh East, 1040, 1041, Io42, 1043; Miles data, 2Bo; and Citizens for a Free Nielsen Monitor-Plus, 987 Nintendo Power, 294 204, 205; in United Kingdom, I594 New England Watch Company, 1537 Laboratories, Inc., and, 1044; in Kuwait, 742; and e-commerce, 513; Nielsen//NetRatings, 13, 987 Nipper (Radio Corporation of America Nestle's , II30 New Freedom, I254 Netherlands, Ir3z, II34, II3 5; patent hotels and resorts advertising in, I569; Nielsen People Meter, 9B7, loIB, I337, 13 3B; character), 37B, 378, 760, 774, 1469 «Nestle's makes the very best chocolate," "New Frock," 933 medicines in, I221; Procter & Gamble Magazine, 77B, I558; and Mobil in South Korea, 1463-64 Nippon Denpo Tsushin Sha. See Dentsu, Inc. Company and, 1272; and radio, 767; II29 "New Generation," 798, 152.l Corporation, 400; nytimes.com, B6o Nielsen Radio Index, 9 Nippon Electric Corporation. See NEC Nestle's Milk Food, II27 New Hampshire, 125I reader recognition studies and, 63 3; New York University, 51B, 76I Nielsen Solution Partners, II Nippon Koukoku KK, 465 Sociedad Nestle A.E.P.A., z.72, I465 Newhart, Bob, 523, 644, 1084 restaurants and fast food and, r354, New York World's Fair (1939), 774, II82, Nielsen Station Index, Io, I340 NiSource, 397 Nestle USA. See Nestle S.A. New Haven Railroad, I57o I3 5 5; retail advertising in, 1363; and 1396; E.I. Du Pont de Nemours & Nielsen Syndicated Service, IO Nissan Motor Company, 364, 68I, 9B4, self-regulation, I42Ij in Soviet Union, Netanyahu, Benja1nin, r252 "New Jenny Craig: it's your choice," I646 Company and, 502; General Electric Nielsen Television Index, 10, 1340, I422 1106, 1108, II42-47; Chiat/Day, Inc., 12.97; in Spain, I464, 1465, I466, Netgrocer, 939 New Jersey Chilcott Laboratories, I632, 1635 Company and, 639, 64I; Heineken Niemann, Christoph, 84 l and, 293; D'Arcy-MacManus & Netherlands, 362, 393, II32-35; agencies in, "New kind of car that bores a hole through I467; sports in, 147z; Daniel Starch and, 726; Kraft-Phenix Cheese "Nigel, pick me," 739 Masius and, 446; disabled people 589; alcoholic beverages in, I]l; the air," 669 and Staff Research Company and, Corporation and, 91 I Nigeria, z.3, 680 represented in advertising for, 1061, Cadbury Schweppes plc in, l l 5 6; and Newlands, David, I 3 8 8 I48 5; Three Sigma Research and, New York Yankees, 224 Nigger I-lair tobacco, 62 ro6z; William Esty & Company, Inc., colonies, 757; design and designets in, New Line Cinema, 1578 1436; in United Kingdom, I5I3, I585, New Zealand, Io4-0B, 362, I 573; feminine "Night belongs to Michelob," 1123, I124 and, 540, 540, 541; Gr Worldwide 475; and global advertising, 680; radio "New little car in town," BIZ 1586, l5B7, 1589; in World War I, hygiene and intimacy products in, 58I, Nightline, 9 5 and, 7Io; Hill, Holliday, Connors, in, 765; Norman, Craig & Kummel, Newman, Jane, 191 1297; Xerox Corporation and, 1676 583; General Motors Corporation in, "Night to Remember," 9Iz Cosmopulos, Inc., and, 744-45; Inc., in, 1156; telemarketing in, 1511; Newman, Lissy, 1505 "New spirit of Dodge," 309 656; United Kingdom and, 764 Nihon Kokokusha, B77 Honda Motor Company as rival to, television in, I 5 I 3 Newman, Paul, 523, I3lO News 'Til Now, 259 New Zealand Association of Advertisers, IO? Nike, Inc., 432, 4B2, 484, 4B5, IIIO, 8I3; in Japan, 878; luxury cars made Netherlands Advertisers Association, II3 3 NewPHD, l News-i.veek, 977, 9Bz Nexo, 90 r140-42,950,951,1473,I476,1652, by, II4; in Spain, 1468; Standard Netherlands Advertising Code Committee, Newport cars, 303 New Territories (Hong Kong), 907 Next (computer company), 86, I582 1653; Adbusters Media Foundation Advertising News Agency and, rI3; Newton, William, I586 II33 Newport cigarettes, 932, 964, 965, I490 "Next big thing from Saturn," I 3 70 satire of, 423; ambush marketing by, Starch, Inc., and, 1484; in Thailand, Netherlands Advertising Code, lI33 News (Adelaide, Australia), 1096 Newton & Company, I586 Nexxus, 707 552; BDDP Group and, 156; 96 Netherlands Advertising Tripartite, 1133-34 New Saatchi Agency. See M&C Saatchi Newton MessagePad, B6, 3 z.3 Ney, Ed: and American Association of Chiat/Day, Inc., and, 290, 29z, 1473; Nissan North America. See Nissan Motor Netherlands Code of Advertising, 1133 news agencies: in France, 544, 7z3; in Middle New West, 1096 Advertising Agencies, 51; and and e-commerce, 513; and Company Netherlands Council of Advertising, r133 East, 1040, 1041; in Norway, II5I Neiv Woman, 583-B4 Ammirati Puris AvRutick, Inc., 68; at endorse1nents, 5zz, 525, 526, 5z7, Nissan 300ZX, II47 Netherlands Rules of Advertising, II33 News America Marketing, 703 New World Symphony (Dvorak), 3 59 Batten Barton Durstine & Osborn, 800, 1476; in France, 622; Goodby, Nitschke, Ray, I472 NetRatings, Inc., 12, 5I6, 1529 newsbooks, 7 4 7 New World through Chemistry (E.T. Du Pont 150; at Young & Rubicam, Inc., 469, Silverstein & Partners and, 6B3, II76; Nixdorf Computers, 1477 Netscape Communications Corporation, 68, News Canada, Bo9 de Nemours & Company), 503 1690, I69I "Just do it," 482, 622, 95I, 1440, Nixon, Agnes, 1446, I448 ro36,1068,Io69,I68I News Corporation, 703, Io96-97, 1696. Nelv York (magazine), 1096, 1579 NFL. See National Football League 1443, I473, 1584, 1652,I653;logo Nixon, Richard M., 152, 403, I249, lz.51, New York Ad Club, 78I NetValue, 13 See also Fox, Inc.; Fox Sports NFO Worldwide, B6z of, 95I, 952; I473i in Netherlands, I545 New York AMA. See u11de1· American NetWare, 3 73 Network; Fox Television NHI. See Nielsen Homevideo Index 1135; presenters for, IZ.66, I268; N.K. Fairbank Company. See under Fairbank Marketing Association NetWatch, IJ New Seekers, 1013, IIo6, 12.0I, I5IB NHL. See National Hockey League Joe Pytka and, I3I7i Ratto Agency N. Lee Lacy/Associates. See unde1·Lacy New York & Ohio Company, IIB6 Network, Io85 newsletters, 746, 1594 Nhongshim Group, I462 and, I343i as represented in What NLRB. See United States National Labor Network for Professional Women, 1657 News Limited, 252 New York Biscuit Company, 1Il3. See also Niagara starches, 932 Women Want, loB7; "Revolution" Relations Board Neutrality Act (I935, United States), 502 Neivs of the World (radio program), 1044 National Biscuit Company Niblets, 23I, z.33, 537 (Beatles) used by, II06, lIOB, I653; "No additives, no bull," I369 Neutrogena, 4I2, 883, I45l Newspaper Advertising Bureau, 1022-23 New York City Fire Department, 494 Nice 'n' Easy Shampoo-In Hair Color, z.14, Spanish-language advertising by, 1060; "No better cigarette can be made," I26 "Never had it. Never will," I43I Newspaper Proprietors Association (New New York City Mayor's Committee on Job 602, I253, I65B "Ta vie est a toi," 622; on television, Noble, Edward J., 776, 1328, I396 Advancement, 1066 Nevin, John J., 599 Zealand), IO? "Nice packet," z.48 l52I; Warsaw Collection of Business Noble, L. Clarence, 7zB New, Ken, l Newspaper Proprietors Association (United New York Condensed Milk Company, I92.· "Nice Pants," 940 Americana and, II01; "We haven't Noble & Asociados, Io28 "New Age" beverages, I]5, 176 Kingdom), 1589. See also Newspaper See also Borden, Inc. niche media, 10I7, IOlB forgotten why they're called sweats," Noble Savage brand, 1060 New America Strategies Group, I577 Publishers Association Neiv Yorker (magazine), 134, 95B, 960; and niche periodicals, 9Bo 292; Wieden & Kennedy, Inc., and, "Nobody better lay a finger on my NelV and Improved (Tedlow), 1693 Newspaper Publishers Association (United C.F. Hathaway Shirt Contpany, 475, Nicholas, Paul, 249 6B3, Io35, 1I06, 1440, I4]3, I476, Butterfinger," l l 3 I "New and softest ever. New Kotex with Kingdon1), I589, I593 567, 72I; and Heineken, 726; I-Iewitt, Nichols, Carl W., 433, 435 I65z-53, I654; and women, I666, "Nobody Can Do It Like McDonald's Can," Wondersoft covering," 579 newspapers, 634, 746-47, 749, 750, 752, Ogilvy, Benson & Mather, Inc., and, Nichols, Lynn, I154 1667; "You Are So Beautiful" (Cocker) 1015, lOIJ. See also color plate in II62; illustrations in, 840, B41 New Bauhaus, 473 772,796, IOI9, II36-40, I594-95, Nichols, Roger, II07 used by, II06, 1107 volume two - r 824 NOBODY DEMANDS MORE FROM A DATSUN THAN DATSUN INDEX INDEX O.J. MULFURD ADVERTISING COMPANY 1825

"Nobody den1ands n1ore from a Datsun than North by North1vest, Io86 "Now you're cooking with gas," I259 O'Brien (agency), Io5 Ogilvy, Francis F., 791, 1I57, II6I, II62, Nationwide Insurance Company, 824; Datsun," 540, 540 Northeast Airlines, 215 Noxell, 1277. See also Cover Girl; Noxzen1a Obsession fragrance, 328, I205 II64 in Netherlands, 589, II32; and Ogilvy "Nobody doesn't like Sara Lee," I393, r393, Northern Exposure, I304 Noxzen1a, 411, 1277, 1382, 1383, 1432, obsolescence. Sec dynamic obsolescence; Ogilvy, Adan1s & Rinehart, I 3 T2 & Mather Rightford, 1159, II6o; 1395 Northern Ireland, 279. See also United 1693 planned obsolescence Ogilvy & Mather (Canada), 2I3-14 Ogilvy Group and, 796; and Ogilvy "Nobody n1akes your day like McDonald's I(ingdo1n " inakes it, so I trust it," 4II o.b. tampons, 882 Ogilvy & Mather Africa, 23, 24 Interactive, 1207; and OgilvyOne, can," 1017 Northern Pacific Railroad, l 569 Noyce, Robert, 854 Occupied Territories (West Bank and Gaza Ogilvy & Mather Asia/Pacific, I}58 I207; and Panamer/Graficoncepto, Nobody's Angel, 1248 Northern Paper Mills, r687 Noyes & Sproul, 213 Strip), 1039 Ogilvy & Mather Direct U.S., 924, 1336 Io29; and Perrier, 619, 1207; and NoDoz, 213 Northern Telecon1, 94 NPD Group, II Ocean Pacific, 97 Ogilvy & Mather Direct/West, Io35 Polaroid, 816, I247; and Procter & Noel, Robert, 237, 1469 Northstar Research Partners, 809 NPD/Nielsen, I l Ocean Spray, 450 Ogilvy & Mather, Inc. See Ogilvy & Mather Gamble Company, 905; and public No Excuses jeans, 906 North,vest Airlines, 40, 316, 3r6; Campbell NRA. See National Rifle Association; United O-Cell-0, 539 World\vide, Inc. relations, 1312; and Paco Rabanne, Noguchi Isamu, 473 Mithun and, 257; Fallon McElligott States National Recovery Ockerisn1, 107 Ogilvy & Mather International (parent I204, I4 3 2; and Royal Crown Cola, Nokia Corporation, 532, 534, 697, 1147-48. and, 563; FCB Worldwide and, I576; Administration O'Connell, Gerald M., 1069 company), II58, II64, II66. See also .r73; and Reebok International, 744; See also color plate in volu1ne t\VO Saatchi & Saatchi DFS Compton and, NRI. See Nielsen Radio Index O'Connor, Carroll, l 190 Ogilvy & Mather Worldwide, Inc.; and Rightford, Searle-Tripp & Makin, Nokia Sugar Bo>vl, 335, 1147, 1148 44° NSAC. See National Student Advertising O'Connor, Des, 9I3 Ogilvy Group II59; and Rolls-Royce, 475, 686; No Kink (hair straightener), 409 Nortlnveste1'!1 Miller (trade publication), 648, Competition O'Connor, Donald, 35I Ogilvy & Mather Rightford, 22, 1I59-61 Scali, McCabe, Slaves acquired by, "No n1atter what shape your ston1ach's in,'' I234 NSI. See Nielsen Station Index O'Connor, Richard, 255, 256 Ogilvy & Mather Worldwide, Inc., 1027, I59, 793, 1399; and Schweppes, 1406, 790,922,1046,1106,1223,1647 Northwestern Mutual Life Insurance NTL See Nielsen Television Index Octagon (agency), 862, 966 1151, I16r-67, I601; and Amazin' L407; and Sears, Roebuck & NoMcdia (media agency), 48 Company, 850, 85I NTL (cable television company), 739 Octopus (Norris), 383 Software, 683; and American Express Company, r4I6; and Shell Oil Nomex, 505 Northwestern University, 5I9, 76I; George NTSC forn1at, 779 Octopus Agency, 8 6 3 Co1npany, 595, 810, 836, 924, I669; Company, 84, .t59, 40I, 575, II72- "No n1ore arguments at breakfast," 649 Gallup at, 1687; integrated marketing NTI Co1nmunications, 467 O'Dea, Sheldon & Canaday, Inc., 173 and A111erican International Group, 73, II74; John Singleton Advertising "No need for Nyquil," 314 con1munications taught at, 753; NUcleo de Investigaci6n, S.A., 394 Odell, Allan G ., 229 Inc., 8 52; in Argentina, 94, 1343; in acquired by, I439i and Sn1ith Barney, No-Nonsense Man, 880 research on Palmolive soap at, I}46; N11estra {magazine), 92 Odell, Clinton, 229, 408 Asia, 627; and A'T&T Corporation, 524, 595, 1269; and South African nonprofit organizations, 1313-14, 1315, Walter Dill Scott at, 1408, I409 Nucva (magazine), 92 Odell, Leonard, 229, 1104 816, 924; and Avon Products, Inc., Brc\veries, .rI6o; in South Korea, 1316 Norton Publicidade, 209, r460 Nugget shoe polish, Io5 Odell, Robert Ransom, 229 119; and awards, .r20; and Bassat y r463; in Soviet Union, I379i in Spain, "No one comes close," 1051 Norton Sin1on, Inc. See under Simon Nuit des Publivores {France), 62I Odiorne, Wilde, Narra\vay & Partners, 5I5 Asociados, 1465-66; and S.H. Benson, r468; and Standard Propaganda, 209, "No one docs color like Dockers," 940 Norvasc, 1219 Nujol: Mccann-Erickson, Inc., and, 1094 O'Donnell, John, 768 Ltd., 842; and BP Amoco, .i175; and 496; and Tang, 175; in Thailand, 98; "No one else has the punch," I7 5 Norway, 1151, l5I1, 15I9 "Number one to the sun," 1690 O'Donnell, Joseph, 228, 54I "brand image" approach, i153; in and typography, l 579; and Van Zijl & "Noon on Doo1nsday" (Serling), I5I5 Norwegian Cruise Lines, I232 "Numbers speak louder than \.Yards," Io34 O'Donnell, Rosie, I633 Brazil, 209; and Bristol-Myers Schultze, Lund & Tredoux, II59; N.V. Reclame-Adviesbureau Noordervliet, Norwich (England), 224 "Nunc est bibendu111," I546 Odorono, 1208, r209, 1532 Con1pany, 2I4; and business-to­ women employed at, 89, 549, 587, II34 Norwich-Eaton Pharmaceuticals, I275, I277, "Nuns," 272 O'Doul's bec1; 78 business advertising, 241; in Canada, 924-25; WPP Group and, 521, 680, "No other ketchup tastes like Heinz," 729 I687 Nuprin, 57, 2I}, 2I4 Oentrax, 887 263; and Co111pany, I13I; 796,807,809,925,960,1021, 1}12, No Place of Grace (Lears), 392 Nostalgia Network, 1426 Nureyev, Rudolf, 101 Oeste (agency), r464, 1465 in China, 301; and conunercials, I28o; 1399,1454,i593,I602, T669 Norby, 509 "No-stoop, no-bend, self-wringing mop," 521 Nutcracker Suite (Tchaikovsky), 248 "Of course I ren1ember you, Mr. Addison and Confessions of an Advertising Ogilvy, Benson & Mather, Inc., II62, I163, Nordica, Lillian, 337 "Not a cough in a carload," 3I3, 840, 931, NutraSweet, I 500 Sinuns of Seattle," I382 A1an (D. Ogilvy), 788; and Denison I164, rr64; and Bristol-Myers Nordic countries, 53I, 587, II49-53, I5I3 945, 96I, I367 Nutri-Syste111, 1643, I644, I646 Off! insect repellent, 885, 886, 887 Bates Advertising, 209; and design, Company, 213, 1163, 1432; and Nordic Swan ecolabel, 53r "Nothing beats a Bud," 78 Nutrition Labeling and Education Act (I990, Offatinewat (trade character) , l06I 474, 494; and Duracell Products, 147; Mather & Crowther, Ltd., 1592; and Nordin, Leon, rr49 "Nothing but Net," 1317 United States), 3 86 OfficeDepot, Inc., 5I6, I469 and Eastman I

"O.I<. as Inserted," 243 Olson, Merlin, 446 Oats Company, 1321; and Reichfeld­ Oompas, 1131 Oscar Mayer Foods Corporation, 644, 908, Outdoor Advertising Association of America, O'Keefe, Georgia, r26, 473 Olson, Sidney, 608 Altschiller, 744; and Ross Roy Opel, John, 834, 836 1177-78, 1535 1099, 1180 O'Keefe, Paul, r556 OLW snacks, 1193 Cotnmunications, 1375; and TBWA Adam Opel AG, 656. See also General Oscars. See Academy Awards Outdoor Systems, Inc., 1180 Oki, Scott, ro34 Olympia (motion picture), 1298 Chiat/Day, 5, 293, 808, l021; and Motors Corporation; Opel cars O'Shaughnessy,James, 51 Outerbridge, Paul, 1232 O'Kicffe, DeWitt, 233, 236 Olympic Games, 1474; ABC Sports and, 95; Wells BDDP, 727, 1650; WPP Group Opel cars, 657, lOIO, 1134, 1468 O'Shea, Daniel, 183 Out-of-Home Archive, 1Io1 Olbermann, Keith, r476 Anheuser-Busch, Inc., and, 79; AT&T compared to, I668, 1692 "Open me first," 510 O.S. Industrial Advertising, 1068-69 "Out of the Blue," 916 Old Bull, 224 Corporation and, 1507; Coca-Cola On1nicom Media Group, 1176 Open Mind, 79 Ossie Davis/Ruby Dee Story Hou1; 9II Outpost.com, 514, 626 Old Chicago beers, r263 Company and, 337, 1313; Dentsu, Onassis, Jacqueline Kennedy, 929, 930 Open Minds (Law), 1391 "Ostalgia," 667 Ovalmaltine, 6 l 8 ONCE. See Organizaci6n de Ciegos Old Crow, 9 3 2 Inc., and, 468; Eastman Kodak Open Skies agreement (Canada-United 6str61n, Stefan, 1193, 1194 , 4 3 8 Old Dutch cleanser, 696, 760, 82I, r326. Cotnpanyand, 510, 5I1; endorsements Espaiioles States), 33, 266 OS/2, 836, 1033, 1035 "Over There" (Cohan), Io48 See also color plate in volume tivo and, 526; General Electric Company "Once you pop, you can't stop," 1277 "Open up and smile," 421 OS/2 Warp, 838 Overton, Anthony, 409 Old El Paso, 653, r234. See also Nacho Man and, 641; Labatt Brewing Co1npany O.N.E. (Purina brand), 1217 operant conditioning, 1214 O.S. Tyson & Company, Inc. See under Tyson Overton Hygienic Manufacturing Company, Olden, Georg, ro54 and, 9I7; McDonald's Corporation One (magazine), 122 Operation Breadbasket, 426. See also People Oswald, George, 673 4°9 Oldenburg, Claus, 293 and, 1015, 1017; Miles Laboratories, One-A-Day Vitamins, 1043, 1044-45, 1047, United to Save Humanity Otard Dupuy, 90 Ovid, 407 Old English floor wax, 54, 1326 Inc., and, 1045, 1620; Miller Brewing 1545,1620 Operation Rescue, 175 "Other computer co1npany," 3 70 Ovitz, Mike, 340 Oldfield, Mike, r607 Company and, 1052; Nazi propaganda O'Neal, Shaquille, 1268 Opinion Research Corporation, 63 5 "Other White Meat," 198, 199 Owen, Forrest, 1620 Old Gold cigarettes, 313, 931, 961-62, 963, and, 1298; Nike, Inc., and, lI42; "One and only ," 1442 Opium perfume, 1204 Otis Elevator Company, 244, 398, 678, Io69 Owens, Jesse, 59 5 964, 1226; dancing boxes, 785, 896, Northwestern Mutual Life Insurance One Club, 122, 1657, 1658 Oppenheimer, Henry, 4 5 5 Otis Steel, 7 40 Owens Corning, 1469 962; Lennen & Mitchell, Inc., and, Company and, 85I; Perrier and, 1206; "One company, a world of solutions," 1506 Oppenheimer Investor Services, 596 O'Toole, John E., 16, 51, 543 Owens-Illinois, Inc, 1375 780, 957, 961, 962; Lennen &Newell, poster fo1; 1581; on radio, 772; 1-800-Flowers, 274 "Opportunity is waiting for you," O'Toole Awards, 53 OWi. See United States Office of War Inc" and, 840, 896, 93 2, 962, 963; Samsung Electronics and, 287; in Seoul roo Paintings, 846 1050 Ott, Mel, 1367 Information "Not a cough in a carload," 313, 840, {South Korea), 1463; sponsorship and, ro1 Dalmatians, 313 Oprah, 1426 Otto Kern. See under l(ern "Own a Datsun Original," lI45 931, 945, 961, 1367; sponsorship and, 552; Texaco, Inc., and, 1175; Vegemite roo,000,000 Guinea Pigs (Schlink and Optadragon, 1388 "Our American Heritage," I5 Oxford Blue cigarettes, 1226 221, 780, 957, 1326 and, 1603; Xerox Corporation and, Kallet), 3 89 Optima Card, 1674 "Our best to you in '57 from the 57 Oxo, 262 Old Gold Hou1; 962 I678-79. See also color plate in looo/o Natural (cereal frotn Quaker Oats Optima Direct {agency), 1336 Varieties," 729 Oxydol, 438, 1183, I272, 1274, 1277, 1599, Oldham, Todd, 1248 volun1e one Company), 652 Opthnedia, 1021, 1077 Our Endangered Children (V. Packard), 1186 1658 Old Honesty tobacco, 62 01naha & Council Bluffs Street Railway, 196 "1ooo/o natural" (Snapple), 906 Optin1um Fusion, 413-14 Our Gal Sunday, 54, 643, 1326 Oxydol's Own Ma Perkins, 438, 1272, 1274, Old Milwaukee beer, 433, I263, I402, 1403 Omaha Steaks, 273 "Ioo% natural cereal" {Grape Nuts), 164 Optimum Media Direction Worldwide, 803, "Our grandfathers drank it,'' 248 1326,1329,1446,1599,1658 Old Navy, 570, II07 O'Malley, Damian, 1659 "100% pure New Zealand," 1573 1021, 1176 "Our jeans solve two major problems. Oxy Metal Industries, 1069 "Old No. 7 Brand," 170 O'Malley, Terry, 1605, 1606 Oneida silverware, 6 50 Optimum Public Relations, 413 Inhaling and exhaling," 562 Oy Mainos Taucher Reklam. See under Olds, Ransom Eli, 108, 110 Oman, 1041 O'Neill, Jennifer, 411 Optimum Washington, 414 Our Miss Brooks, 882 Mainos Olds Cutlass, 237 Omar cigarettes, 62, 310, 1365 O'Neill, Kevin, 1639 Oracle Corporation, 697, 1679 "Our Mr. Sun," ror Oy Sek. See under Sek Olds1nobile cars, Io8, IIO, II5, 305, 654, OMD. See Optimum Media Direction O'Neill, Rose, 4 3 l Orange Crush Company, 3 4 l Outcault, Richard F., 431, 725, 1060, 1471 Ozark, Andy, 115 655, 656, 658, 659, 776, 784; D.P. Worldwide O'Neills, 1451 Orange Juice Design, 24 outdoor advertising, 759, 772, 796, 1018, , 1207 Brother, Inc., and, II2, I13, 237, 253, Omega cigars, 963, 964 "One in eighty-nine, in fact," 593 Orbit chewing gum, l67I, 1672 1042, 1178-80, 1598, 1599, 1602; in Ozark Air Lines, 444 656, 770; Leo Burnett Con1pany, Inc., Omega Watches, 1667 "One (Is the Loneliest Number)" (Nilsson), Orbitz, 40 Northern Africa, 22; archive of, IIOij Ozzie and Harriet. See Adventures of Ozzie and, 237, 656, 659; Campbell-Ewald OMI. See Ogilvy & Mather International lI07 ORC International, 1411 in Argentina, 92-93; in Brazil, 206; for and Harriet and, 253; "In My Merry Oldsmobile,'' Omnibus Corporation, 73 5. See also Hertz One Life to Live, 1446, 1448 Orchard, Bill, 267 Burma-Shave, 229, 230, 230, 408, lI03. See also Oldsmobile Dealer Corporation One Man's Family, 41, 1044, Io45, 1533 Orchard Hardware Supply, 1416 I104; by Motor Car Paar, Jack: Alka-Scltzer and, 41, Io45, 1619; Association Omni cars, 307 One Man's Opinion, 1227 Agencia de Orci & Asociados, 84 Company, 255; and children, 297; in Biow Company, Inc., and, 178; Hertz Oldsmobile Dealer Association, 257 Omnicom Group, 143, 540, 803, 807, 808, "One-quarter cleansing cream," 1442 Ore-Ida, 730, 731, 1442 China, 301; of cigarettes, 3II, 316, Corporation and, 735; Lorillard Olds Motor Vehicle Company, 108, 110, 6 54, 813, lI76-77, I336; and Abbott "One sharp picture is \Vorth a thousand Oreos, 316, 1113, 1r14, 1115, 1117, 1119 965, I230; D'Arcy Advertising Tobacco Company and, 964; Polaroid 65 5. See also General Motors Mead Vickers/BBDO, 1, 2; and words," 380 Organic (agency), 1176 Con1pany, Inc., and, 444; and and, 1246 Corporation; Oldsmobile Anheuser-Busch Companies, 727; and One Show awards, 122, 122 Organics, 707 demographic research, 460; dot-com Pabst Blue Ribbon, 236, 236, I104, 1638 Old Spice, 408, 1202, 1205, 1277, 1500 Batten Barton Durstine & Osborn, "one sight, one sound" campaigns, 1095 Organizaci6n de Ciegos Espafioles, 394 companies advertising via, 51 5; for Pabst Brewing Company, Io52, 1638; Leo Old Style beer, 491 154, 796; and BBDO Worldwide, Inc., One-Ten cars, 1188 Organization Man (Whyte), Io83 Eastman Kodak Company, 509; in East Burnett Company, Inc., and, 236; at Old Style serifs, 1580 143,349,808, 1021, 1095, 1125, "r,ooo Chips Challenge," 1117 Organon, 589 Hampton {New York), 457; in France, Chicago World's Fair (1893), 1402; Old Thompson, 443 I602; and Boase Massimi Pollit, 69, "1,000 Chips Delicious," 1117 Oricom (agency), 1462 692; in Germany, 663; grocery and Cramer-Krasselt and, 4I9; rivalry with Olestra, I277 189, 191; and Chiat/Day, Inc., 808, One-Twenty cars, II88 , 1462 supermarket use of, 704; Highway Budweiser, 75; Schlitz Brewing Olian, Irv, lIIO 1390; and Cline, Davis & !vfann, Inc., Oneworld, 40 Orientalism in medicine shows, 1024 Beautification Acts and, 691; Howard Company acquired by, I404· See also Olin, Ken, 523, I087 1225; Davis & Gilbert, LLP, and, 930; Oni Jussoku, 466 "Original and best," 892 Luck Gossage on, 687; government Schlitz Brewing Company Olin Mathieson Chemical Corporation, 2II. and DDB Needham Worldwide, 453, Onitsuka (Shoe) Company, Ltd., 1140 Original Double Blades, 674 regulation of, 278, 336; in India, 844; PAC. See political action committees See also Bristol-Myers Squibb 796, 1021, I125; and Dieste & Online Privacy Alliance, 49 "Original plain chocolate," 248 interactive, 33 5; in Israel, 871; in PACB. See Pan-American Coffee Bureau Company Partners, l2oI; and Doyle Dane "Only FM brings you these artists in glorious Orkin, Dick, 824-25 Japan, 878; for Kellogg Company, 891; Paccione, Onofrio, 603 Olio Sasso, 1522 Bernbach, Inc., r43, 154, 796,' 808, natural color,'' 776 Orkin Exterminating Company, I427 for Levi Strauss & Company, 940; for Pace, 262 Olive Garden restaurants, 648 1095, 1602; and Doremus & "Only in a Jeep," 308 Orlon, 50I Mars, Inc., 991; for Maytag Pacific Bell, l 506 Olive Tablet Company, 536 Company, 493; and GGT-BDDP, 157, "Only Oreo," 1119 Robert W. Orr Agency, 630 Corporation, 1003; McCann-Erickson, Pacific Borax Company, l008 Olivetti & Company, 32I, 1464, 1568, 1678 158; and global advertising, 682; and "Only thing like Coca-Cola is Coca-Cola Ortho (pesticides and herbicides), 84 Inc., and, 1008; in Mexico, Io32; in Pacific Dunlop, 252 Olivetto, Washington, 486, 496, 1458-59, Goodby, Berlin & Silverstein, 683; and itself. It's the real thing," 340 Or tho Tri-Cyden, 8 83 Netherlands, l I 3 2; Procter & Gamble Pacific Group, 1462 I640, 1640, I64I Ketchum Communications, Inc., 900; "Only You" {Platters), 1Io6 Orthwein, Percy J., 443 Company and, 1270; for retailers, Pacific International Exposition {San Diego, Olivier, Laurence, Lord, 432, 1246 and Manning Gottlieb Media, 1607; (Canada), 1410, 1518, r6o6 Orvis catalogs, 480 I363; for Sara Lee Corporation, 1392; California, 1935), 909, 911 Ollila, Jorma, 1147 and Merkley Newman Harty, 309, Ontex, 581 Osborn, Alex, 149, 151 in South Korea, 1463; in Spain, 1465; Pacific Mutual Life Insurance Company, 8 51 Ol' Lonely. See Maytag Repairman 967; and Needham, Harper & Steers "On the road of life ... ," I612 Osborne Group, 394 at sports venues, 1474; for Standard Pacific Telesis Group, l 506. See also Olmsted-Hewitt, Inc., 230 Advertising, Inc., 796, 808, 1095, "On the Trail" {Grafe), 178 Osborne's Magno, 270 Oil Company/ies, 1008; Armando Pacific Bell Olsen, Fed, l 5 40 1602; and ODM Media, 1021; and "On the Wings of Goodyear," I549 "Oscar like you've never seen before," 1178 Testa and, I524; in United Kingdom, Pacina, Michal, 548 Olshan, Ken, 1649, 1650 Pepsi-Cola Company, l 7 5; and public "On Top of Old Smokey" (Freberg}, 623 Oscar Mayer & Company. See Oscar Mayer 1586, 1589-90, 1592; for Win. Wrigley package design, 470, 755, 758, 759, Olson, John, 233 relations, 1311, I3I2; and Quaker "On top of the world," 39 Foods Corporation Jr. Company, I67r. See also posters I181-84; and children, 295; .r828 PACKARD INDEX INDEX PEPSI-COLA COMPANY I829

governn1ent regulation of, 3 8 5; Kellogg Pahnolive soap, 106, 3so--51, 352, 407, 409, parallelism, 1442 Kingdo111, 751, 762, IS8s, IS86, 1589, I590. A.&F. Pears, 8I8, 933, 1587. See also Pears' Pentastar Transportation Group, Inc., 308 Company and, 89I; for Kotex, 903; 920, 954, 955, 1346, 1450, 1597. Paran1ount Pictures, 1080, IS42, 16.t7 See also medicine sho•v soap Pentiun1, 550--5I, 854, 85s, 1239 Labatt Brewing Con1pany and, 916; 1662. See also color plate in volume one Pare! dog food, r21 s patents: Eastn1an Kodak Con1pany vs. Pearson's Bakery, 1113. See also New York Penton Media, 95I Oscar Mayer & Company and, r 177; Pahnolive Spring Sensations, 822-23 Parents (n1agazine), I554 Polaroid, 510, 5I1, I246; General Biscuit Company People Are Funny, 99I and promotions and merchandising, Palo Alto Research Center {California), 373 Parent-Teachers' Congress, 385 Foods Corporation vs. Nestle S.A., Pears''soap, 407, 43I, 7s6, 818, 933, 934, "People Do," s28, 529, 530 1293. Sec also design Paltemaa Huttunen Santala TBWA, II 51 Parfun1s International, 1204 1129; in Germany, 663; for packaging, 1208, 1449, 1587, 1588; black boy in People Look at Television (Steiner), I517 Packard, J.W., rro, 1186 Paltrow, Gwyneth, 570 Paris & Peart, 3 I4, 700, 1027 Il8I; for Pepsi-Cola formula, 1197; advertisement for, 2s; in Canada, 262 "People magnet," 249 Packard, Vance, II85-86; Hidden Pampers, s58, 904, 905, I273, 1275, I278, Paris-Dakar Rally, 3I9 for phannaceuticals, I223, 1224; for Peary, Robert, 7 s3 People Meter. See Nielsen People Meter Persuaders, 424, 478, 786, I492, 1390 Paris-Match, 617, 621, 1232 riveted pants, 940 Pebeco, I2Io PeoplePC, I242 .I517, 160I Pan-African Media Research Organization, Paris-Soi1; 617 Paterno Imports, 1263 Pechiney Group, 723 People's Cl1oice, I93 Packard, W.D., rr86 24 parity in co1nparative advertising, s56 Paterson, Joseph Medill, 781 Peck, Gregory, 108 s People's Litera1y Con1panion, l 596 Packard Bell Electronics Company, 370, 696 Panamer/Graficoncepto, 1029 parity products, 786 Pathe cine111as, 722 Peck, Priscilla, 473 People United to Save Hu1nanity, 27, 426, Packard Motor Car Co1npany, 634, I186-89, Pan American Airways, 35, 36, 36; Della Park, Shelley M., 575 Pathfinder Model lIO cameras, l24S Peck Advertising, 489, 1253· See also Doner lOS8 1383-84; "Ask the n1an who owns Fe1nina, Travisano & Partners and, Parkay n1argarinc, 9II, 913, lill, II23 Pathmark stores, 702 &Peck People Weekly, 309, 969, 977, 978, 980 one," 110, 1095; Maxon, Inc., and, 4s7; and fare \Var, 217; and television, Parke, Davis & Company, I 3 7 s, I 6 3 2, Patio (beverage), 1199 peddlers, 1103, I22I, 1595 Pep cereal, 892, 89s 1002; Studebaker merged with, 1488; l 5 l 5; J. Walter Thompson Co1npany 1687 Hugh Paton (agency), lOS Pedigree Foods, _1_2.I7, I386 Pepcid AC, 883 vehicles in Volkswagen's "1949 Auto and, 204, l535Wells, Rich, Greene, Parker, Alan, 358, 359, 483 Paton, Jean, I202 Pedlar & Ryan, 211, 409, 776, 779, 866, 868, Pepper, John, 1277, 1278 Sho•v" con1mercial, 1612; Young & Inc., and, 1649 Parker, Dorothy, II20 Jean Paton, Inc., I102, 1203 1I23,12Io,1273 Pepperidge Fann, Inc., I194-96, I395i Rubica1n, Inc., and, 112, 634, I687. Pan An1erican Cargo, 1499 Parker, john, r:t43, 1145 Patrician towels, 970, 970 Pedreiio, Salvador, 270, 271, 272, 1466 acquired by Campbell Soup Con1pany, Sec also color plate in Yolume three Pan-American Coffee Bureau, 344 Parker, Lore, I657 Patrick, Dan, 1476 Feebler, Charles, I96, 197, 199, 897 262; Kenyon & Eckhardt, Inc., and, Packard Motors Export Corporation, 856, Pan American Wireless Company, 14S6 Parke1; Susie, 410, 881 Patrol vehicles, 1143, .t14s Peet, Alfred, 347 895; Ogilvy, Benson & Mather, Inc., 1094 pan-Arab media, Io42. See also Middle East Jane Parker (brand), 700 "Patterns" (Serling), 912 Peet Brothers, 3so, 35L See also Colgate- and, .r163, I469; senior citizens Packard Thirty cars, 1188 Pan-Arab Research Center, 1039 Parker Advertising, r143, 1145 Patterns, Io8 5 Palmolive-Peet Company 1narket and, 1062. See also color plate Paco (L&M Filter character), 1059 Panasonic, 379, 379, 457; DDB Needhan1 Parker Bros., 647, I555, I5S6 Patterson, George, 105, ro6 Peet's Coffee & Tea, 347 in volurne three Pacquin hand crean1, s40 Worldwide, Inc., and, 3 80; Grey Parker Pen Company, 973; China Conunercial Patterson, Philip, 54I, 542 Pegler, Don, 83, 602, 886 "Pepperidge Farm remembers," rI94, 1196 Paddington Corporation, 131 Advertising Agency, Inc., and, 699; Advertising Agency and, 299; Collett George Patterson Advertising, 252 Pegran1, Albert, 9IS Pepper Yonng's Famil)~ 1274, 1446 Pae Chong Yeul, 287 Springer & Jacoby and, 1477; Dickenson Pearce and, 358; and George Patterson Bates (agency), IOS, Pei, I.M., 398 Pepsi and Pete (Pepsi-Cola characters), 1197, Page, Arthur, r310 Warwick, Baker & O'Neill and, I639 Dwight D. Eisenho•ver, 524; "Finishing 106 Pr8oo cars, 1615 .r198 Page, Patti, 30s, 1106 Pan-Cake, 41r. Sec also color plate in School," 3s9; Neil French and, 627; Patti, Adelina, 407 Peiss, Kathy, 392 Pepsi Center (Denve1; Colorado), 5s2 Ann Page brand, 700 volu1ne one and FSB/Young & Rubican1, 32 Pattie, Geoffrey, 3S9 Pelican (production company), 483 "Pepsi Challenge," 339, .r518 Arthur Page Society, 1310 Panda. See Fiat Panda Park Ridge Corporation, 73 7 Pattison I-Iorswell Durden, l Peller, Clara, 31, 440, 475, 483, 625, 800, PepsiCo, Inc., 67, 1196-I202; Quaker Oats pagers, Io88-89 "Panda. If it didn't exist, you'd have to invent Parkson Advertising, 661, 662, 1117 Paul, Les, I105 1357> 1424, I65T Company acquired by, 175, 1321; Paine, Thomas, i309 it," 59I Parlia1nent cigarettes, 221, 314, 452, 1228, Paul E. Derrick Advertising Agency. See under Pelletier, E. Leroy, I10 Seven-Up Company international PaineWebber, S95, 596 "Panda, the freedom car," 590 I266 Derrick Pemberton, John, 3 3 6 assets acquired by, 1431; and Snack Painted Dreams, 1446 P&G. See Procter & Gamble Con1pany Parn1acotto ha1n, l 524 Pauli, Max, 1008, IOIO Penagos, Rafael, 1465 Ventures Europe, 648. See also Painted Outdoor Advertising Association, P&R. See Pedlar & Ryan Parn1alat, r23 7, I459· See also Poml Paulista coffee, 1523 "Penalty of leadership,'' ixo, 201, 448, 605, Frito-Lay, Inc.; Pepsi-Cola; Pepsi-Cola 1180 Pannartz, Arnold, 1S83 Parrack, Edward T., 898, 900 Paul Jones cigarettes, 1227 654,717,76r, 1S98 Company; Quaker Oats Con1pany; Palance, Jack, 1I7 Panora1nic Com1nunications, 8Io, 1639 Parra e Associados, 1641 Paul Klemtner & Company. See under Pendergrast, Bob, rs26 Seven Up; Tropicana Palatino typeface, l 5 8 3 Pan-Stik, 4II Parrish, Maxfield, 407, 470, 760, 839 I

181; Boase Massimi Pollitt and, 191; Perrier-Jouet, l4IO Petstore.com, 1218 Philip Klein, Inc. See under Klein "Philosophy of Advertising" (C. Mitchell), D'Arey Masius Benton & Bowles and, bottlers for, 487; CLM/BBDO and, Perrier with a Twist, 1206 Pet Supply Depot, l 217 Philip Marlowe, 606 I586 447; and General Mills, 648, 653; 332; and Coca-Cola Company, 339, Perrin gloves, 472 Petticoat Junction, 1517 Philip Morris Companies, 64, 1226-3 I, 1602, "Phoebe Snow," 250 McCann-Erickson, Inc., and, 1008; 364, .ro10, 1125; commercials for, Perry, David, I28o Pettingill agency, 757 1673; and African-Americans, 240; Phoenix Communications, 1463 and soap operas, I446. See also Burger 483, 485; DDB Needham Worldwide Perry, Harold, 911 Pettis, Chuck, 244-45 and American Tobacco Company, 6I; Phoenix Mutual Life Insurance Con1pany, 267 King Corporation; Green Giant and, 454; Donahue & Coe, Inc., and, Perry Como Show, 903 Petty, George, 473, 775, 840-41 and arts sponsorship, 552; N.W. Ayer Phoenix Securities, II97 Company; Haagen-Dazs Company, 487; and endorsements, 527; and event Per1y Coma's Kraft Music Hall, 913 Petty, Richard E., I212, 1434 & Son, Inc., and, 128, 1431; Backer & Phone Center Stores, 44 5 Inc.; Jeno's; Pet, Inc.; Pillsbury advertising, 552; Foote, Cone & Perry Ellis, 4 5 7 Petty Girls, 470, 473, 775 Spielvogel, Inc., and, 132; and Benson PhoneWorks, 810 Doughboy; Belding and, 604; and General Mills, Perry M'l.son, 1273-74 Pet Value International, 12I7 & Hedges Company, 314; Biow "Photobooth," 715 Pillsbury Doughboy, 788, I234, 1235, 1236; 648; Kenyon & Eckhardt, Inc., and, Persatuan Perusahaan Periklanan Indonesia, Peugeot, 113, 617, 723, 1264; and Citroen, Company, Inc., and 178, 180, 1183, photography and photographers, 444, 469, Leo Burnett Company, Inc., and, 83, 180, 896; logo of, 952; Lord & 97-98 32I; Euro RSCG Worldwide and, 157, I198, I232; in Bulgaria, 547; and 472-73,474,840,84I, 1231-34; 23I,237,475,892,I235,1469 Thomas and, 1105; and "New Age" Pershing, John J., 3 l l 724; Lautrec and, 93; Papert, I(oenig, Burma-Shave/Burma-Vita Company, J. Stirling Getchell, Inc., and, 669. Pillsbury Flour Mills Co1npany, 123 5 beverages, 177; Newell-Emmett Persichetti, Ronald, 208, 496 Lois, Inc., and, 43; parody of Heineken 230, 922, 1104; Leo Burnett Company, See also color plate in volume three Pillsbury Mills, Inc., 123 5. See also Pillsbury Company, Inc., and, 781, 1105; in Persil, 618 comn1ercial, 329; in Spain, 1464, 1468 Inc., and, I55• 230, 231, 236, 312, Photoshop, I234 Company Poland, 546; Rapp Collins USA and, personal care products, l207-1I. See also Pfanni foods, 666 790, II83, I232, 160I, I669; Burrell phototypography, I582 "Pillsbury's best," 648 1336; Ratto Agency and, 1343; in color plate in volume three Pfizer, Charles, 1219 Communications Group, Inc., and, Physicians Weight Loss Centers of America, Pillsbury Washburn Flour Mills Company, South Korea, 1462; in Spain, 1468; Pe1-sonal Influence (Katz and Lazarsfeld), Charles Pfizer & Company, 1219. 240; Cecil & Presbrey and, 275; 1644 Ltd., 1235 and sponsorship of broadcasting, 179, 998-99,IOOO Pfizer, Inc., 540, 1218-21, I602; Ally & cigarettes, 64, 178, 310, 312, 314, physiological tests, 1524, 1526, 1528 Pini, Pam, and Furn (Rice l(rispies characters), 780; J. Walter Thompson Company "Personalities" (campaign), 42 Gargano and, 46; Ted Bates & 315, 941, 946, 962, 1198, 1368; in Piaf, Edith, 187, 1306 892 and,83,228,1343,1535;Tracy-Locke Personalities and Products (Applegate), 717 Company, Inc., and, 1223; Cline, Commonwealth of Independent States, Piaget, Jean, 294, 29 5 Pinchot, Bronson, 52 3 Company, Inc., and, 1563; whimsical Personal Touch Razor for Women, I40l Davis & Mann, Inc., and, 1225; 1375; Michael Conrad & Leo Burnett PIA Merchandising Services, 809 Pinch Scotch whisky, 970 demonstrations by, 554; and youth Personna razor blades, 922 Deutsch, Inc., and, 477, I225; and and, 377; D'Arcy Masius Benton & Pica Antique typeface, I583 Pine Sol, 82I market, 30. See also PepsiCo, Inc.; persuasion tests, 1524, 1528-29 Schick, I400; J. Walter Thompson Bowles and, 155; Doyle Dane Picard, Bradner & Brown, 1226 Pingel, John S., 1374 Pepsi-Cola persuasion theory, I2II-I5; and function of Company and, I535; Warner-Lan1bert Bernbach, Inc., and, 4 52; and Michel Picard wines, 169 Pinkham, Arthur, 791 "Pepsi-Cola hits the spot ... ," 79I, II05, advertising, 422, 478; Lever Brothers acquired by, 1401, I637. See also endorsements, 522; and General Foods Picasso, Pablo: Annory Show and, 471; Pinkham, Lydia, 754, 791, 1221, 1596 II05, 1197-98 Con1pany and, 934; and mass Barbasol; Benadryl; Certs; Coty, Inc.; Corporation,644,646,908,909;and Citroen car nan1ed for, 32I, 32I; Lydia Pinkham's Vegetable Compound, 668, Pepsi-Cola International, l, 589, 1593 communications theory, Iooo; and Lipitor; Listerine; Neosporin; Rolaids; global advertising, 68I; and Grand DeBeers Consolidated Mines, Inc., 669, 754, I103, I22I, I596; Donahue «Pepsi Generation." See under Pepsi-Cola slogans, 1440 Schick; Trident; Viagra; Warner­ Canyon Suite (Grafe), I11I; in and,128,455,473 & Coe, Inc., and, 487; J. Walter Pepsi Light, 1563 Pert, 708, 887, 1107, 1278 Lambert Hungary, 546; and Kraft, Inc., 348, Picco, Julio, 90 Thompson Company and, I 597 "Pepsi, Please," 896, lI99 Pert Plus, 708 PGA of America, 1091 646, 796, 908, 909; MeisterBrau "Pick-A-Pair," 77 Pink Panther, 836, I469 Pepsodent Company, 601, 602, 935, 936, Pertussin, 28 8 PG Tips, l9I acquired by, ro52; Miller Brewing Pickens, William, I63I Pink perfume, I205 938, 947, 1070, 15 l7i and Amos 'u' Peruzzi, Mario, 1480 pharmaceuticals, 1221-25; ACNielsen Company acquired and managed by, Pickett Advertising, 3 57 Pinkster, Cap, 1673 And~ 769, 921, 935, 1281, 1599; Perz, Rudy, 2 3 7 Corporation and, 9, IO-II; in China, 131, Io52, Io53, I230; minorities "Pickle-less Nicholas," 226 "Pink Toothbrush," 211, 866 Lord & Thomas and, 602, 761, 769, Pesci, Joe, 1110 299; Eastman Kodak Company and, represented in advertising for, ro66; "Pickles to pursuit planes," 729 Pinto cars, 305, 610, 1552, l6I1 770, 771, 921, 935, 955, 956, 957, Pestelli, Gino, 590 5Ir; in France, 617, 6I9; government and photography, 1232; Seven-Up Pictorial Publicity, 358. See also Collett Pinza, Ezio, 644 I2Io, I281, 1283; Needham, Louis & "Pet Adoptathon," 1218 regulation and, 2I4, 278, 691, 866, Con1pany owned by, r3I, 174, l43I; Dickenson Pearce Pioneer Electronics, Inc., 292, I240 Brorby, Inc., and, I123; and pet care products, r2I5-I8 163 5; in Italy, 87I; planned and Coffee Company, 348; "Picture ahead! Kodak as you go," 509 piracy suits. See account piracy suits promotions, 957; and radio, 770, 77I, Petco, 1217, 1218 obsolescence and, 1239; and radio, and United States Bill of Rights, 40I; Picture CD, 5I3 Pirella, Emanuele, 1237 824,935,936,1283,1599 Pet condensed milk, I657 935; and weight-loss plans, I646. and Virginia Slims Tennis Tournament, PictureMaker, 5 l 3 Pirella GOttsche, r237. See also Pirella Pepsodent Show Starring Bob Hope, 93 5 Peter Hand Brewing Company. See under See also color plate in volume three 315; and women, 64, 946; Wells, Rich, Pict11re Post, 1232 GOttsche Lowe Pepto-Bismol, I275 Hand Pharmaceuticals, Inc., 660, 661 Greene, Inc., and, 157, 922, 923, Picture Sort, l 5 26 Pirella GOttsche Lowe, r237-38. See also Percy, Larry, 719 ]. Peterman Company, 273, 566 Pharmacia & Upjohn, Inc., 551, 1223, 1224 1647-48. See also Benson & Hedges "Picture yourself at Christmas with a Polaroid Lowe Lintas Pirella GOttsche & Perdue, Frank, IJ99 Peter Pan, 261 Pharmaco, 1066 cigarettes; Benson & Hedges Land Camera," I246 Partners Perdue Foods, Inc, 1399, 1399 Peter Paul/Cadbury, 734 Pharmacraft Laboratories, II9I Company; Bunna-Shave; Chesterfield "Picture yourself-Pronto," I246 PIRGs. See Public Interest Research Groups Perez, Rudy, 83 Peter Paul Mounds, 734 Phase V gasoline, lI75 cigarettes; Kraft Foods, Inc.; L&M "Piece of the rock," 562, 1301 Pi Sheng, l 5 80 Perez, Valeriano, 1464 Peter Pick-Up, I175 Phase III soap, 937 Filter cigarettes; Marlboro cigarettes; Pied1nont cigarettes, 3x3, 942, 943, 943 Pit (Norris), 383 Ricardo Perez (agency), 1466 Peter Rogers Associates. See under Rogers PhD Network, 803, 1176 Miller Brewing Company; Parliament Piel's Beer, 83, 785, 824 "Pitch In," 446 Valeriano Perez & Sons, I465 Peters, Tom, 801 Phelps, Harry, 909 cigarettes; Seven-Up Company Piels Bros., 896 pitchmen, 520, 1024 "Perfecting the art of coIIllnunication," 1091 Petersen Group, 1577 Phenix Cheese Con1pany, 909. See also Kraft Philip Mo1ris Playhouse, I78, 312 Piera, Jose Marfa, 271, 272 Pitney Bowes, 446, 744 Perfection {food flavorings and household Peterson, Nadeen, 958 Foods, Inc.; !(raft-Phenix Cheese Philippine Publicity Service, Inc., 96 Pierce-Arrow Motor Company, I Io, 112, Pittsburgh (Pennsylvania), 728, 898 cleaning products), lI8 Pete's Wicked Ale, 72 7 Corporation; Philadelphia Brand Philippines, 96, 97, 98; United States and, 47I; Calkins & Holden and, 250, 760; Pittsburgh Brewing Company, 898 Perfection (oil filters), 471 petfood,646, 1215-18 phentermine, 57 757, 764 Henry R. Luce and, 968 Pittsburgh National Bank, I3I7 Editorial Perfil, 92 Petfoods, Ltd., 990 phenylpropanolamine, 42 Philips Consutner Electronics, 132, 382, 447, Piff, Paff, and Puff (Rice Krispies characters), Pittsburgh Plate Glass Company, 100I Performance-Conseil, 544 Pethick, Bob, 3 59 Philadelphia, 977, I595 1106. See also Magnavox Company; 892 Pittsb11rgh Press Company v. Pittsburgh perfume, I202-05. See also color plate in Pet, Inc., 447, 1236. See also Progresso Philadelphia Brand cheese, 908, 909, 9I1 Royal Philips Electronics Pig American, 978 Comn1ission on Human Relations, volu1ne tlvo Petit, Francese, 208, 496, I458 Philadelphia College of Art, 473 Philips N.V., 392, I132, I503; in Argentina, "Pigeons," 114 327 Periscinoto, Alex, 47, 48, 1458 Petit, Jean-Pierre, 156, I57, 158 Philadelphia Museun1 School of Industrial 90; in France, 6I8; Havas Conseil Piggly Wiggly Company, 700, 701, 1183 Pixar (animation studio), 86 Peritrate, 1635 Petit Echo de la Mode, 6I8 Design, 473 Marsteller and, 723, I264; I.M.A. and, Pihl, Ove, 1149 Pixel Envy (animation studio), 84 Perkins, Edwin, 642 Petit parisien, 616 Philadelphia News Bureau Advertising 871; Intermarco, N.V., and, 1308 Pillsbury, Charles A., 1234 "Pizza!,'' 413, 415 Perkins, Marlin, 848 Petopia.com, 1217, 1218 Agency, 492 Phillips, Coles, 840 C.A. Pillsbury & Company, I234-3 5 Pizza Hut, 67, 952, l20I, I268, I357, 1476; Perkins Product Company, I7 5 Petplanet.com, 1218 Pl1iladelphia Public Ledger, 326 Phillips, Irna, r444-46 Pillsbury Bake-Off, 1235, I236, I3I3 Abbott Mead Vickers/BBDO and, I, Perlman, Itzhak, 59 5 Pet Pride, I2I7 Philbin, Regis, I644 Phillips & Cherbo, 498 Pillsbury Con1pany, I134-36, I395i acquired I593; Cheil Com1nunications, Inc., Perme, Bruno, 299 Pet-Ritz, I236 Philco Corporation: Batten Barton Durstine Phillips H. Lord, Inc. See under Lord by Grand Metropolitan, 796; Leo and, 287; Chiat/Day, Inc., and, 292; Pernod liqueur, I480 Pets.com, 514, 1217, 12I8 & Osborn and, 378; D'Arcy Phillips Oil Company, 1170, 1172, 1173, Burnett Company, Inc., and, 234, 237; and Papa John's Pizza, 3 64; Rapp Pernod Ricard, 1411 Pets for People, 1218 Advertising Company, Inc., and, 443; 1174, 1562 Burger King Corporation acquired by, Collins USA and, 1336; Singleton Perpetual Times (Timex Corporation), I542 PetSmart, I2I7 Erwin, Wasey & Company and, 5 3 7; Phillips-Van Heusen, 566 226, 228; Campbell Mithun and, 256, Ogilvy & Mather and, I439i and space Perrier, 619, 1131, 1199, 1206-07 PetSmart.com, 1217, I2I8 and television, 779, 780, I283 "Phill-up and fly," 1170 257; and Chicago Tribune, 702; station, 335 II 1832 PIZZA! PIZZA! INDEX INDEX PROCTER&GAMBLECOMPANY I833

"Pizza! Pizza!," 624, 625, IIII, I357 three," III, 669, II25, I601; Ross polyester, 503 Port Charles, 1448 "Powders her nose in the sand," I382 Prestone, 1107 PKG. See Post-Keyes-Gardnc1; Inc. Roy, Inc., and, l 37 4. See also Chrysler polyethylene film, 504-05 Porter, Willian1 Trotter, I4 72 Powell, Dick, l I I preteens. See boys; children; girls PKL. See Papert, Koenig, Lois, Inc. Corporation Polygram NV, I4ll. See also Universal Music Porter Novelli, rT24, r3I2 Powell, John B., 5I8 pretesting, 983 "plain folks," I297 "Ply1nouth builds great cars," 304 Group Portia Faces Life, 643 Powell, William, Io8 5 Pretty Polly Tights, 3 5 8 Plakatstil, 1580 "Plymouth is out to \Vin you ove1;" 305 Polykoff, Shirley, 2I4, 602, 705, 1252-54, Poft Sunlight (England), 933 Poiver, .Io84 Prevention, 1426 Plana, Eduardo, 93 "Plymouth sets the pace for all three," 472, r432, 1657, I658 Portugal, I7I, 430, l5I9 PowerAde, 175, 604, I20I previews. See trailers PlanetRx.com, 516 669 Shirle)' Polykoff Advertising, Inc., 1254 Posadas de Puerto Rico Associates v. Tourism PowerBa1; l I 3 I Price, Leontyne, I568 Plank-Road Bre\very, 1052. See also Miller PMI. See product nlarketing index Shirley Polykoff & Betuel, Inc., I254 Company of Puerto Rico, 694 PowerBook, 86 Price, Robin, 738 Brewing Company PMS&vW/Y&R, 1132, II35 Polymerland, 636 Positano Restaurant, 906 Po\vcr Elite (Mills), .ro83 "Priceless," 805 planned obsolescence, 4Io, 784, I238-43 PN (trade publication), 207 polystyrene, 530 positioning, 792, r260-61, r44r. See also Powerhouse Museum (Sydney), r604 "Priceless ingredient," 2II, I223, 1686 Planned Parenthood Association, 92I, I3 52 Pneumatic Press, 4I8 Poml tomato sauce, r237 color plate in volu111e three Power of the Press, 1084 Priceline.co1n, 5 I 5 Planters Nut & Chocolate Company, I480. Pneumovax, 1223, r223 Pompeian Bloo1n, 408, 409 Positioning (A. Ries and J. Trout), I26o, 1441 Po•verPC, 86 price fixing by General Electric, 6 3 8 See also Planters Nuts; Standard Pocahontas, Io6r Pompeii (Italy), 746 Post, Carl M., r26I, I263 Po•ver Wheels, r 560 prices: governn1ent regulation of, 386; retail Brands "Pocketpiece" reports, ro Pond, Horace B., 96 Post, Charles William, 343, 642 Powers,JohnE., 566, 756, 1596, 1624 stores and strategy for, I289-90 Planters Nuts, r64; and .Mr. Peanut, 760, Podclko, Stanislaw, I 580 Pond, Theron T., 407 Post, Marjorie Merriwether, 642 Powers, Alexander & Jenkins, 605 price skinuning, 1289-90 l469,I475, 1480,I482,1483 "Poetical Selections" (Procter & Gamble Pondimin, 5 7 C.W. Post cereals, 643, 644-45, 908, I597; Power-X, II72 Pride, Charlie, II73 de Plas (agency), 6I8 Company), 874 Pond's cleansing cream, 407 Benton & Bowles, Inc., and, I64, 643; Powhatan, lo6r Pride (polish), 884 "plastic bag \Var," 504-05 Poetica typeface, 1584 Pond's cold crean1, 289, 412, I35I-52, 1353 Grey Advertising Agency, Inc., and, P.P. Adams. See under Adan1s Pride of Durham, 224 plastics, 503, 505, 530, 599, 782 Poindexter, Buste1; lI07 , Pond's Crean1 & Cocoa, 288 698, 914; and oat bran, 800 PPGH, 1132 Prieve, Michael, 1037 Plastone Cotnpany, 489 Point (magazine), 621 Pond's Extract, 407 C.\V. Post Company, 4I6, 1686. See also PPGH/JWT, 589 Prima, Louis, 1107, IIIO Plato, I295 Point Cotnmunications, I562 Pond's Extract Company, 288, 407, General Foods Corporation; Grape P.P. Willis, Inc. Sec under Willis Primatene Mist, 57 Platt, John, 909, 911-12 Pointer Sisters, 248 Io94, 1351-52, 1353. Sec also Nuts; Postum Cereal Company "Practically noiseless and impossible to Prllne cigarettes, 223 Platters {tnusical group), I106 "Point of Order" (Freberg), 623 Chesebrough-Pond's, Inc.; Pond's cold Postabank Takarekpenztar, 546 explode," Io8 Prime Life Advisory Network, I426 Plax, 46, 352 point-of-purchase advertising, 1243-45, cream; Pond's vanishing cream Postaer, Larry, 8 l 3 Prad (agency), II34 Prime Time Live~ 9 5 "Play," II42 r293,r363 Pond's Girl, 407 Post & Morr, 4 39 Pragma PCB Puhlicidad, 94 Primo Beer, I26.r Play Bingo for Cash, I174 Poiree, Alain, 33I-32 Pond's Institute (fictional), 288 Postbank (Germany), I477 Prat, Pedro, I464 Prince Albert tobacco, 539, 942, 1365 PlayboJ\ 977 Poise, 905 Pond's vanishing crea1n, 407, I3 52 Post bran flakes, I64 Pratt, Matthe-..v, 1595 Prince cigarettes, 613 Playboy cars, IIo, IIl Poison perfume, J 204 Pontiac Motor Company, Iro, II2, 113, 253, posters, 470, 1598; in France, 616, 6I7, 620, Pratt & Whitney, 77 8 (Canada}, 1410 Play-Doh, 647, 699 Pokemon,I357, 1560 446, 483, 654, 656, 657, 658, 659, 622, 756, 838; in Germany) 662, 666, Pravachol, 2I4 Prince Matchabelli, 288, 1204, .r204 John Player, 445, 1226, I587 Polacolor film, 1246 660, 784; MacLaren Advertising and, 667, 756; in Italy, 756; for inotion J>ravda~ I297 Prince racquets, I268 Playhouse 90, 1284, 1689 Polan, Lou, 183 976; Van Brunt Advertising and, 1613. pictures, I08o; for Nike, Inc., I473i in llrax Holding, Ltda., 1641 Prince spaghetti, 824 Playland, 264 Poland, 545, 546, 547, Io35 Sec also General Motors Corporation United Kingdom) 756, 1586, _r589; "Pray for Rose1nary's baby," io82 Princess Cruises, 949, 1573 Playmobil, 1558-59 Polanski, Roman, 1082 Pontins, 926 during World War I, 1297; during Preakness (horseracing), .r474 Princess Queen, 12 70 Play Nurse, 1554 "Polar Bears," 798 Pontoklene, 50I World War II, Io48, .r298 Precious N1oments, 3 5 5 Principal, Victoria, 5 2 3 Play Safe, Il74 Polaris, 544, 723 Pantoni, Rene, 90 Post· Grape Nuts. See Grape Nuts "Precision crafted automobiles-fro1n a new Principles and Practices of Classified Playskool Manufacturing Company, _r554, Polaroid, I245-48; and African-Americans, "Pool Hall/Classic TV," 78 Post Honeycon1b, 9I4 division of American Honda," 8.r3 Advertising (Harrington), 3 27 1559 28; Ally & Gargano and, 45; A!map Pools Advertising Service, 762 Post-I(e)'es-Gardner, Inc., 433, 487, I26i-63; preemptive claims, 76I, 955 Principles of Advertising (Starch), 984, I483 Playtex Apparel, 401, 579, 863, 1253 and, 48; Bartle Bogle Hegarty and, Poor Richard {Franklin}, 480 and Brown & Williamson Tobacco Preference, 705, 1657 Pringles, I57, I277, _t278, 1650 Playthings (magazine), I 5 56 138; Doyle Dane Bernbach, Inc., and, POP. See point-of-purchase advertising Corporation, 222, 433, 439, I027. preferred positions in niagazines, 979, 982 Printetnps, 156 "Play your part," 59 449, 1269, I372, 1675; and Eastman Pop, Iggy, l 6 5 3 See also Cunninghatn & Walsh "Pregnant Man," I388, i592 Printers' Ink, 134, 418, 689, 772, 1596, x598 Plaza Hotel (New York City}, 1573-74 Kodak Company, 510, 51T; and IBM Pop Com, r64I post1nodenlisn1, 1072, Io74, I6.r2 Prell shampoo, 707, 779, 1274, 1275, 1277 printing, 746, 749, 1295 "Plaza San Jose" (1-Iern

Benton & Bowles, Inc., and, I64, 420, 776; in Philippines, 96; Procter & "Progress is our most important product," Prucher Studios, 841 Io56; and Casadevall Pedrefio & PRG, Pulse Marketing, 414 42r,446,447,580,707,779,790; Collier Company as house agency of, 641,1266 Prudential Assurance Company (United 272; in Canada, 263; and D&M Pulse ratings, I339 Biow-Beirn-Toigo and, r8o; Biow 818, 874, I351, I450, 1530; Publicis Progressive Era, 584 I

and, 345, 433, 645; Dancer, F_itzgerald, 7901 I284, r45r, 1453, 1648;Temp Promise margarine, 933, 938 Prudential Securities, l30I-02 Comtnunications, Inc., 604, 816-17, "Purity," 1402 Sample and, 439, 440, I388, I498, Productions and, 82; Armando Testa Pl'omo, 1563 Prussia, 662 Io77, I576; and Young & Rubicam, Purple Moon, 1560 I602; D'Arcy Masius Benton & and, I 5 2 3; J. Walter Thompson Promo Seven, Io39 Pryde, James, 756, 839 Inc., 809, 1692 Puschkin vodka, 666 Bowles and, 155, 239, 347, 421, 447, Company and, 1351, I530; in United pro1notions and tnerchandising, 1243, 853, Pryor, Arthur, 151, 957 Publicis International, 1077 PUSH. See People United to Save Humanity 448, 823; demonstrations by, 462, Kingdom, 1590, 1594; and United 1260, 1288-94, 136I; D.L. Blair, Inc., Przybora, Kot, 548 Publicis Norton, 1460 Push Pin Studios, 475, 84I, 1582 463; Deutsch, Inc., and, 477; and States Federal Trade Commission, 345; and, 185-87; and children, 295; by PSA Peugeot-Citroen, 307, 68I. See also Publicis S.A. See Publicis Group "Push, pull, click, click. Change blades that Dick Van Dyke Show, I99, 897; in and United States Food and Drug Hoover Europe, 1005; by Kellogg Citroen; Peugeot Publicis Zip, Io77 quick," 1400 Eastern Europe, 546-47; Euro RSCG Administration, 387; Wells BDDP and, Company, 89r; Ketchum, MacLeod & Pschitt, I206 Publicitas (agency), I464, 1465 Puss 'n' Boots, I215 and, 549, 551, 724; Euro RSCG I650; Wells, Rich, Greene, Inc., and, Grove, Inc., and, 898; by Kraft Foods, pseudosubversion, 1612 Publicite en action (Cossette), 414 "Put a little weekend in your week," 446 Tatham and, 1500; and Max Factor & r57, 923, 1648; and wo1nen, 89, 586. Inc., 914; by Lorillard Tobacco PS/2, 836 publicity, right of, 928, 929-30 "Put a tiger in your tank," 477, 788, lOll, Company, 411; fear appeals by, 556; See also Always; Bold; Bounce; Camay; Company, 962; by Microsoft psychics, 84 7 public radio (United States). See California 1172, 1469 feelings-based appeals by, 5 5 8; Fletcher Charmin tissue; Cheer detergent; Corporation, Io34; by oil companies, psychographics, 458, 460, 1019, 1302-06; Public Radio; National Public Radio "Put it in writing," 102, I504 Richards, Calkins & Holden and, 344; Clorox Company; Comet detergent; 1174; by Pepsodent Company, 957; by Backer Spielvogel Bates Worldwide public relations, 466, 1295, 309-13; Putney Slvope, 1086 and J.A. Folger & Company, 344-45, Cover Girl; Crest; Crisco; Dash; Dawn; Procter & Gamble Company, 874, and, 144; Grey Advertising Agency, Burson-Marsteller, Inc., and, 99 5, 996; Putter, Robyn, I160 645; and Folgers coffee, 344-45, 347, Enviro-pak; Max Factor & Company; I272, I277; by Ralston Purina Inc., and, 698. See also color plate in integrated marketing and, 853; Puttermans (Duracell characters), 146-4 7 348, 645, 1212; formulaic advertising Febreze; Folgers coffee; Lilt Home Company, 1217; by Schultz Soap volume three Interpublic Group of Companies and, "Putting customers first," 219 by, 328; Garland-Compton, Ltd., and, Permanent; Mi: Clean; Noxzema; Oil Company, 874; and senior citizens psychology, 984, 986 862; Ketchum, Macleod & Grove, Puttnami David, 3 5 8 1388; in Germany, 666; and global of Olay; Pampers; Vidal Sassoon; market, 1426; for Vegen1ite, I603 Psychology of Advertising (W.D. Scott), 761, Inc., and, 898, 900; Kirshenbaum & PV444 cars, I6r4, 1615 advertising, 680, 681, I451; and green Scope; Tide; and color plate in volume Promstroy Bank, 1379 984,I408,1409 Bond and, 906; Needham, Harper & Pyle, Howard, 839 advertising, 530, 531; Grey three Pron-tito, I620 Psychology ofAdvertising in Theory and Steers Advertising, Inc., and, 1124; Pyle's Pearline soap, 1449 Advertising Agency, Inc., and, 697, Procter & Gamble Cosmetics Company, 411 Pronto ca1neras, 1246 Practice (W.D. Scott), I408 Vickers & Benson and, 1606. See also Pyraline, 502 698, 698, 699, 705, 708, 823, 875, Prodigy (online services), 67, 483, 858, 1236, propaganda, 998, 1295-1300. See also color PT Cruiser, 308 color plate in volun1e two Pytka, Joe, 484-85, 744, 1280, 1317-18, 1650; and hair care products, 705, 1316 plate in volume three P-38 fighter planes, 656 Public Relations Society of America, I3I3 I370 707, 708, 779; and Hawaiian Punch, production, 1279-85; of con1mercials, Propaganda (journal, Brazil), 207 PTT Post, 589 Public Relations Tactics, l 313 Pytka, John, I3 I7 I75; and household cleansers, 819, I279-81; of programming, r281-85 Propaganda (co1nmercial production house), public affairs counseling, I312 public service advertising, I313-17, 1625, Pytka (production company), 1317 821, 822, 822, 823; and International product marketing index, 520, 521 484 Public Broadcasting System. See PBS 1627, 1629; Ad Council and, 13-16, Advertising Association's Catnpaign product market research, 983 Propaganda Registrada, 1641 Public Health Smoking Act (I97I, United 1629; on television, I420, 1520; Qantas Airways, Ltd., 106, Io7, 252, 685, for Advertising, 8 57; and Ivory Soap, Product 19, 892 Propecia, I22 5 States), 315 Vickers & Benson and, l 606 Io76, I390; Cunningham & Walsh 874-75, l597;Jordan McGrath Case Productos Sanitarios SA Chile, 582 Pro Player Stadium, 335 Publicidad D'Arcy {Mexico), 443 Public Synthese, 1388 and, 433, 434, Jackson Wain Agency & Partners and, 551; Jordan McGrath product placement, I285-88; of auto1nobiles Proprietary Association of America, 268 Publicidade (trade publication), 207 Public Works of Art Project, 4 7 3 and, I44; Monahan Dayman Adams Case & Taylor, Inc., and, 82I; in motion pictures, III; by cigarette Proprietary Association of Great Britain, Publicidad~Etnpresa de Anuncios, I464 Publi-Graphics (United Arab Emirates), 1039 and, 1075; Singleton Ogilvy & Mather H.W. Kastor & Sons and, 776, 778; co1npanies, 313-14, 1229-30; by 1590 Publicidad Racional (Prat), I464 Publishers Clearinghouse, 480 and,1439 in Latin America, 581-82, 583; Ericsson, Inc., 5 34; of Maytag proprietary market research, 9 8 3 Publicidad Rasgo, I465 Publix Supermarkets, 703 Qatar, 1041, 1042-43 Kimberly-Clark Corporation as rival Corporation washers in motion Prosan SA Argentina, 582 Public Interest Research Groups, 3 8 5 Puck, Wolfgang, 476 Q-Bert, I560 of, 904, 905; Lever Brothers Company pictures, 1004; by Philip Morris Pro Set, 148 Publicis. See Publicis Group Puckett, Thomas, 699 Q-Link, 66-67 as rival of, 438, 821, 933, 935, 936, Companies, I229-30; of Reese's Pieces prospectuses, 593 Publicis & Hal Riney, 516, 660 Puech, Claude, 321 Q-ratings, 525 937, 938, 939, 1382, 1451; Listerine in E.T. the Extra-Terrestrial, 734, 800, ProStep, I224 Publicis-Bloom, 946, II3I, 1207 Puente, Tito, 60 Q-Tips, 288 campaigned against by, 1632; in 993 Protas, Judith, I657 Publicis Casadevall Pedreiio & PRG, 272 Puerto Rico, 694 Quaker Oats, I319, I424, 1597 Mexico, 583, Io29; and Millstone, product publicity, 1312 Protestantism, I 29 5 Publicis Consultants, 1077 Pueyrredon, Ricardo, 89 Quaker Oats Company, 83, I97, 474, 604, 348; and Mr. Clean, 869; and product tests, 46r Protocols of the Elders of Zion, 606 Publicis Digital, Io77 Pueyrredon (agency), 90 793, 120I, 1319-21, I587; AdCom as motivational research, 478; National product usage, IOI9 "Proud to be your Bud," 78 Publicis Europe, I576 Puffed Rice, 1319, 1597 house agency of, 440, 8I8; Backer & Advertising Division and, 938; in Proetz, Erma Perham, I6 57 Provigo, Inc., 4r5 Publicis-PCB, 604, I575, 1576. See also Puffed Wheat, 7I7, 920, 1319, I597 Spielvogel, Inc., and, 132; Bayer Bess Netherlands, II32, II33; Ogilvy & Professor Quiz, 343, 672, 1273-74, I638 Provoust, Jean, 617 Publicis Europe Puffs facial tissue, 1275 Vanderwarker and, I47, I48-49, 175; Mather Worldwide, Inc., and, 905; Old Profile appliances, 636 Proximity BBDO, l Publicis Group, 187, I88, 616, 618, 62I, 622, Pulitzer, Joseph, 383, 725, 1472, 1661 China Commercial Advertising Agency Spice acquired by, I202; packaging for, Profile Performance appliances, 636 PRSA. See Public Relations Society of 681,682,I02I,I077,1306-08,1576; Pullman Company, 26, 840 and, 299; Compton Advertising, Inc., 1182, I183; Papert, Koenig, Lois, Inc., profiling, 1302-03, I305 .America in Brazil, 1460; and Burrell Pulmuone Foods, 28 5, 287 and, 366; Doyle Dane Bernbach, Inc., and, I191; Pedlar & Ryan and, 409, Profitable Direct Marketing (Kobs), 498 Prucher, Ferd, 841 Communications Group, Inc., 240-41, Pulsar Time, 69 and, 4 52; and endorsements, 5 2 5; FCB I836 QUAKERS INDEX INDEX I I

World1vide and, I576; and General Rabanne, Paco, I202, 1204, 1432 Norman, Craig & Kununel, Inc., and, Radio Fiousel1old Institute, 770 auton1obiles, 110 RCA. See Radio Corporation of America Mills, 6 5 2; Grey Advertising Agency, Rabbit cars, I6II, I6I2 II53; Pepsi-Cola Con1pany and, I198; Radiola, 767, 769 Ran1iro, Manuel, 146 5 RCA Victor television sets, 775 I Inc., and, 697; Lord & Thon1as and, Rabl, Preston, r668, I669 Pepsodent Co1npany and, 824, 935, Radiolandia, 92 Ramsay Crain, Gertrude. See under Crain RC cola. See Royal Crown cola ' 717,772,920,921,955,957,I598; Rabobank, 589 936, 957, I283; pharmaceuticals on, Radio Liberty, I296 Ramses condo1ns, 128 5 RCP. Sec Rilova, Casadevall, Pedrefio minorities represented in advertising "race records," 27 935, 1224; Philip Morris Co1npanies Radiolite, I537, I539 "Rain tough," 307, 308 RCP/Saatchi & Saatchi, 27I for, Io66; Needhan1, Louis & Brorby, Racine {Wisconsin), 8 84 and, 1227; Pillsbury Flour Mills Radio Luxe1nbourg, 621, I589, 1694 Rain trucks, 3 09 Reach, McClinton, 1027 Inc., and, 1123; and oat bran, 800; Racine Hard\vare Company, 884. See also Con1pany and, 1235; political Radio Marketing Research, .r339 Rand, A. Barry, 1056 "Reach for a Lucky instead of a sweet," 64, packaging design for, i182; Pirella S.C. Johnson & Son, Inc, advertising on, I248, 1251; Procter & Radio Mexico Internacional, Io29 Rand, John B., 713 312,769,944,955,I226, 1,3)6, t643 GOttsche and, 1237; and Snapple Racing Champions, 356 Gan1blc Company and, 643, 776, 884, Radion1ovil Dipsa, Io29 Rand, Paul, 166, 473, 475, t582 "Reach for a Lucky when ten1pted to Beverage Corporation, 177; in South Racism in Advertising (video), 28 935,1270,1272,I273,I274,1533; Radio Nonnandy, 1589 Randall, Tony, 3I5, 523, Io86, 1087 indulge," 1366 A1nerica, 14 56; Annando Testa and, Radcliffe College, I352 propaganda on, l 296; psychology and, Radio Radio! 825 Randall's stores, 703 "Reach out and touch someone," IOI, 102, r 524; J. Walter Thon1pson Co1npany Radiation Control for I-:lealth and Safety Act I6 59; public service advertising on, Radio Ranch Productions, 8 24 R&R. See Ruthrauff & Ryan, Inc, 129, 328, I504 and, 159, 1534; trademark of, 443, {1968, United States), 385 I 3 I 5; retail advertising on, 13 6 3; Radio Rentals, I52I Rangan, Nanda, 525 Read, Ethel, 4 70 470, 756. See also AuntJcmi1na; radio, 9, I3, i64, 333, 362, 438, 444, 537, R.]. Reynolds Tobacco Company and, radio sets, 378, 380, Io88 Rank Organization, 1675, 1679 reader recognition studies, 633, I343 Gatorade; Quaker Oats; Tropicana 765-70,770-71,772,774,775-77, 1368; Schlitz Bre\ving Co1npany and, Radio Shack, 372, 373, 794 Rank-Xerox, I675, I679 Reader'.<> Digest, 977, 982; Batten Barton Quakers, 1024, 13 19 778,780,796,921,935,957,IoI8, I402; and self-regulation, I4I9, 1420, Radio Veronica, 1134 "Rant," 1078 Durstine & Osborn and, 267; in India, Quaker State Oil Refining Company, 895, 1019,1I72,128I-83,1284,1325-32, 142I; Seven-Up Company and, I429; Christopher Radko, 3 57 Rapid Motor Vehicle Con1pany, 654. See also 844; on cigarettes, 314, 94 5, 962, 963; 1687 I481, I533, I549, I599-1600, I602, in South America, 1456; in South Rado watches, 30I General Motors Corporation and senior citizens market, 1426 Qualcomm, 5 64 I637, I63 8, I6 58, I688-89; in Africa, Korea, 1462, I463; in Spain, 1465, Radway's Ready Relief, 754 Rapid Shave Crea1n, 141, 352, 540, 668, 669, Reader's Digest Company, 67 qualified circulation, 979 22; Alka-Scltzer and, 4I, I6I9; 1467; sports on, I472; Standard Raffles Hotel, I4 5 928, 14I7 Readex, Inc., I525, 1526 qualitative research, 479. Sec also A1nerican Association of Advertising Brands and, r481, I533; Daniel Starch Rafsanjani, Akbar Hashemi, Io40 Rapp, Stanley, .r335, I336 "Ready to Go" (Republica), IIIO quantitative/qualitative research Agencies and, 52; in Argentina, 92; and Staff Research Con1pany and, Raft, George, 1545 Rapp & Collins, 1335. See also Rapp, Reagan, Nancy, 64I Quality Bakers, 82 AT&T Corporation and, 100, IOI-02; I485; television as rival to, I693, RagU,288,938,939 Collins, Stone & Adler Reagan, Ronald, 15I2; Batten Barton Quality Food Stores, 489 in Australia, Io6; blacklisting and, I694; in United Kingdon1, 765, 767, Raid House & Garden Bug Killer, 83, 602, Rapp Collins Co1nmunicaide, I336 Durstine & Osborn and, 1249; and "Quality is job one," 400, 800 I689; in Brazil, 206, 208; I5I3, I589, 1592; United States 886-87 Rapp Collins Netherlands, 1.132 children's television, 283, 284; and "Quality, not pren1iums," I365 Bristol-Myers Co1npany and, 1688; in Federal Co1nmunications Com1nission Raiders of the Lost Ark, Io82 Rapp, Collins, Stone & Adler, 452, 1336. , 1008; and Quanterra, 57, I635 Canada, 262, 265, 767; cigarette and, 278, I3I5; United States Food "Raid kills bugs dead," 83, 886 See also Rapp & Collins; deregulation, 796, 846; "feel good" quantitative/qualitative research, I32I-24 advertising on, 66, 315, 946, 965; and Drug Administration and, 1224; Raid Mouse Killer, 886 Stone & Adler advertising for, I251; and General Quantum Computer Services, 66 distilled liquor on, I67; dot-com Wade Advertising Agency and, 1619, railroads, 1569, 1571, .r595, 1597 Rapp Collins USA, .r336. See also Rapp Electric Con1pany, I52, 399, 64I, Quantum Group, I 22 5 companies advertising on, 5I5; in 1620; and World War II, Io48; Rain Barrel fabric softener, 886 Collins Worldwide 1266; and Lux Video Theate1; 936; Quantum Leap, 277 Eastern Europe, 545; Firestone Tire & Wm. Wrigley Jr. Co1npany and, 770, Rainbow Crafts, 64 7 Rapp Collins Worldwide, 496, I335-37 and Maytag Corporation, Ioo4; and Quarter Pounders, I473 Rubber Co1npany and, 598, 785, I445, I670, 167I; Young & Rubicam, Rainey, Marie Theresa, 1 6 5 9 Rapp Digital, IJ36 McCann-Erickson, Inc., IoI3; and Quasar television sets, 379, 380, Io89 I549, I642; in France, 187, I88, 6I8, Inc., and, 438, 634, 635, 770-7I, Rainey Kelly Campbell Roalfe, I593, I607, Rastus, 1057 1nedia policy, 800; and n1ilitary Quayle, Dan, I692 621, 692, 765, 767, I307; General Ioo6, I28I-82, 1641, 1688-89; and 1608, I659 rate cards, 982 advertising, Io50 Quebec Province (Canada), 4I3, 4I5, 9I5, Electric Company and, 639; General youth market, 1693-94. See also ABC; RainCy Kelly Campbell Roalfe/Young & ratings, I337-42; radio, 9, I3, 634-35, 774, ReaLemon, I95 io78; alcoholic beverages in, I4Io; Foods Corporation and, 643, 770, CBS Rad.io; NBC Radio; quiz shows; Rubicam, 1607 987, 1018; in South I(orea, I464; Real Folks ofThon1pkins Corners, 1008, children's television in, 265; 776, 935, 1383, I688, I689; General ratings; soap operas Rainforest Cafe: Duffy Design and, 56I television, 8, ro, 11-12, 987, IOI8; in 1444 sovereignty issue in, 1520 Mills and, 649; in Gennany, 665, 765, Radio AAH5~ 294 Rainier beer, 686, II06 United ICingdo1n, 1590 Reality in Advertising(Reeves), I4I, I43, Queen Bess cigarettes, 22I 767; grocery and supermarket Radio Act (I927, United States), 524 "Rainier Waltz," IIo6 Ratner, Lee, 520 I346 Queen Elizabeth Hotel (Montreal), I605 advertisers on, 704; hotels and, I573; Radio Advertising Archive, IIOI Raisin Bran, 646, 892, 89 5 Ratny, Ruth L., I20-2I "Real life, real answers," 596, 744, IJI7 Queen for a Day, 4I, 9II, I227, 1273-74 hun1or on, 824-25; in India, 844; Radio Advertising Bureau, 265, 824, I330 Ralcorp, 65 3, I333· See also Ralston Purina Ratto, Carlos, 1342, 1343 "Real Taste of Life." See color plate in volu111e Queens (New York), 700 info1nercials on, 845, 846; in India, Radio & lvfedia, I563 Con1pany Ratto, David, 90, 1342-43 tivo Queensboro Corporation, 768, 846 1338; International Silver Company Radio Caroline, I694 Raleigh, Henry, 866 Ratto Agency, 589, 1342-43. See also Ratto/ "Really, really comfortable underwear," 628, Quest (deodorizing po\vder, 577 and, 1689; in Israel, 869; in Italy, 871; Radio-Cite, I87, I88, 6I8, 1306 Raleigh Cigarette Progran1, 1261 BBDO; and color plate in volu1ne three 629 Quest (telecomnn1nications), 1507 in Japan, 466, 878, 1296, I338; jingles Radio City Music Hall (New York City), Raleigh cigarettes, I40, 22I, 222, 223, 1226, Ratto/BBDO, 94, I343· See also color plate in Realsilk Hosiery Mills, Inc, 231, 233, 537 Quick as a Flasl1, 275 on, 1Io4-05; S.C. Johnson & Son, 1182 I26I, 1263 volu111e tl1ree "Real thing," 43I QuickDra1v, 370 Inc., and, 77I, 822, 824, 884, I283; Radio Corporation of An1erica, 3 78, 3 82, Raleigh Extra cigarettes, 22 3 Ravaze, Maurice-Jacques, JI9 "reason-why" copy, 760, 1464, 1517, I518, "Quicker picker upper," 82I, I277, 1469 Kellogg Company and, 891; Kenyon & 760,767,768,952,1325,I395,1396, Raleigh-Kool Program, 22I Ravenscroft, Juan, 89 1596, 1598, I599; John E. Kennedy "Quick, Henry, the Flit," Ioo8 Eckhardt, Inc., and, 895; Kraft-Phenix I 397; Leo Burnett Con1pany, Inc., and, Ralph Glendinning. See under Glendinning Raivhidc, 213, 1115 and,140,76.r,774,920,953, 15I7i Quickle Wipe1; 823 Cheese Corporation and, 909, 9I1, 380; and FM radio, 776, 1330; Ralph Jones Agency. Sec under Jones Rawles, L.J., 1175 Albert D. Lasker and, 76I, 769, 953, "Quiet Company," 850, 851 912, 1283; Labatt Brewing Company General Electric Company and, 800, Ralphs (grocery chain), 276 Rawlings, Mike, I 5 6 3 957, I517; Walter Dill Scott on, 1408 "Quiet, please. Our computer is talking," 370 and, 915; Lennen & Mitchell, Inc., 950, 1325, 1396, I397; and Hertz Ralston Purina Co1npany, 146, 445, 818, Rawlings Sporting Goods Company, 44 5 Reast, Richard, 830 Quik, I129, II29, I130, 1131 and, 962; Lever Brothers Company Corporation, 737; Kenyon & 1333-35; acquired by Nestle S.A., Ra\vls, John, 542 Rebel cigarettes, 965 Cervecerfa Quihnes SA, 32, 93 and, 884, 935, 947, 1283; Liggett & Eckhardt, Inc., and, 378, 895; Lord & I13I; Avrett, Free & Ginsberg and, Ray, Johnny, 623 Rebel lvitho11t a Cause, 30-3I Quincy Steakhouse, 732 Myers Tobacco Company and, 944; in Thomas and, 378, 92I; and NBC, 472, I2I8; Della Femina, Travisano & Ray, Man. Sec Man Ray Reber, John, 153 3 Quinlan, Mary Lou, I29 Luxe1nbourg, 62I, I589; Mars, Inc., 768, 800, 950, T.395, 1396; Ross Roy, Partners and, 457; Fallon !vlcElligott Ray Anthony Sho1v, 696 "Reborn," 1553 Quinn, T.K., 1001 and, 99I; Maytag Corporation and, Inc., and, 1374; and senior citizens and, 563; Gardner Advertising, Inc., Ray-Ban sunglasses, I28 5 rebuttal advertising, II25 Quinto Centenario, 39 5 1004; McCann-Erickson, Inc., and, ri1arket, I424; and television, 779-80, and, 1649; \Velis, Rich, Greene, Inc., Ray D. Lillibridge Company. Sec under recall, 1343-45, I524, I526 Quintonine, 6I8 770, Ioo8, 1114; in Mexico, Io29; in 1395, I397;]. Walter Thompson and, 923. See also ; Continental Lillibridge Rechnitzer, Eina1; 975-76 "Quite possibly the world's perfect food," the lvliddle East, Io40, 1041, Io42, Co1npany and, 377, 378, 379, 380, Baking Company; ; Ray Gun, I583 Reckitt & Colman, 24, 107, 1343 490 Io43; lvliles Laboratories, Inc., and, I533, I534, 1535; and United States Energizer Holdings Corporation; Raymond, Charles E., I532 Recla1ne Exploitate Maatschappij, .r.r34 "Quit using our cans to sell your cans," 1666 4I, Io44, I045, I619, I620; in National Aeronautics and Space Eveready batteries; Jack in the Box; Rayovac Corporation, .r46, I47 recognition tests, I524, I525-26 Quiz Kids, 41, Io44, I6I9 Monaco, 621; National Biscuit Administration, 379; Westinghouse Meow Mix R..o1.ytheon Corporation, 370, 487, 589 "Reco1nmended by Dr. Mo1n," 57 quiz shows, 152, 660-61, 780, 786, 1284, Con1pany/Nabisco, Inc., and, III4, Electric Corporation and, 630, I325 Ralston Wheat, I333 Rayve shampoos, 275, 933, 936 Rectigraph Con1pany, .r675. See also Xerox 15I5, I6oo, I639, I642 1II5; Needham, Louis & Brorby, Inc,, Radio Crochet, 1306 Ramada Inns, II07, 1573 Raz6n, 92 Corporation QVC Network, 273, 355, 564, 798 and,77I,822,824,1I23, 1283;in Radio Free Europe, 1296 Ra1nadan, 1042 Razorfish (agency), 1I76 recycling and recyclability, 5 3 o, 5 31 Qwest Communications, 159, 1535 Netherlands, 765, I132, II34, 1135; Radio Frekvence, 546 Ramaphosa, Cyril, 829 R.B. Selmer. See under Selmer Red (agency), I465 -

I838 REDANDYELLOWSCHOOL INDEX INDEX RJR I839

Red and Yellow School (advertising school, Reeves, Knox, 649 Renau, Josep, 1465 4T8, 472, s66, 769, 984, 1094, I3SI, and, S 3 6-3 7; William Esty & Richmond Straight Cut cigarettes, 94 3 South Africa), Ir6o Reeves, Rosser, l40-4I, I43. 786, 8oI, Renaudot, Theophraste, 6I6, 747 I530, 1532, 1533, TS34, lS99, l6S8 Company, Inc., and, 183, 439, s36, "Rich, rich, mild, mild Camel cigarettes ... , " Redbook,726,978 I345-47; and Anacin, 56, 71, I223; Renault Argentina SA, 31, 32, 92, 93, 1459 Reser, Walter, I3ST, I353, T658 539, 540-41, 1228, 1283; Caroline 1104 Red Can coffee, 343 and Ted Bates & Company, T39, 140, Automobiles Renault Canada, 415 resorts, 1569, TS?I Jones Advertising, Inc., and, T66o; Rickard & Company, 63 I, 996. See also Red Cell, 809, 1593 l4I, I43. 7I7, I223, 1600; and Brown Renault, Inc. (United States): and American Resource Marketing, 865 Leber, Katz and Paccione and, 603; Marsteller, Rickard, Gebhardt & Reed, Red Channels, 181, IBI, 182, 1283 & Williamson Tobacco Corporation, Motors Corporation, 308; Foote, Cone restaurants/fast food, 1354-58, 1362; and Mccann-Erickson, Inc., and, 3 I6, Inc. Red Cloud chewing tobacco, ro6r 22T-22; and Carter's Little Liver Pills, & Belding and, 603; Fuller & Smith & coupons, 416; design and layout of, IoI3; Tatham-Laird & Kudner, Inc., Ricoh Corporation, 446, l676,T678. See also Red Cross. See American Red Cross; 269; and hard-sell advertising, 474, Ross, Inc., and, 6 3 I; Grey Advertising lI83; Quaker Oats Co1npany and, and, l soo. See also Camel cigarettes; Savin Corporation International Red Cross; Spanish Red 7r7, 718, 1600; and M&Ms, I4I, Worldwide and, 3 2; Marsteller, Inc., 1320 Marlboro cigarettes; R.J. Reynolds Ricardi, Giulio, 87I Cross 990; and David Ogilvy, TI57, rr6I, and, 996; Needham, Louis & Brorby, Restorative Nervine, See Nervine Industries Ricotta, Ed, 1673 Red Cross Improved Bandage, 8 8 I II62; and pharmaceuticals, T223; and Inc., and, lI3 Results Advertising, 1358-59 Rezulin, 1637 Ridgway, Edmund G., 1429 Red Cross Shoes, 566, 1351 Republican Party, I40-4r, 152, 7I7, Renault S.A., 622, 68I; Citroen and, 3T9; Results DDB, 1133 R.E White. See under White Riefenstahl, Leni, 1298 Red Crown logo (Standard Oil Company of 786, I249i and unique selling CLM/BBDO and, 332; Publicis and, Resume, Ir49 RIGA Interactive, Is76, 1577 Ries, Al, l 260, l 44 T Indiana), 1170 proposition, 257, 717, 786, I223, I88, 603, 1307, 1308; in Spain, 1464, retail advertising, 416, 1288-94, 1359-64 RIGA Media Group, l 57 5 Ries1nan, David, 1083 Red Crown tobacco, 221 I590, I592, I6oo I468 Retevision, 1468 RIGA Studios, l 5 77 Rietz, BjOrn, II93, II94 Jherri Redding, 707 Reeves, Vic, 249 RENFE. See Red Nacional de Ferrocarriles Retton, Mary Lou, I46, 649, 1472, I476 "Rhapsody in Blue" (Gershwin), 39, lI07, Rifleman, lo4s, 1619 Reddington, Marcus, 1366 Knox Reeves Advertising, Inc., I97, 438, 649, Espaiioles Reuben H. Donnelly. See under Donnelly lilI Riganti, Raul, 90 Reddington Company, 539 776,991 Rengo, 1643 Reuters, T9I Rhea, Madame, 61, 225 "Rigatoni" (Barilla campaign), 136 Reddy Kilowatt, 79, Bo Reflect.com, 477, I20S Renier, Leon, 722 Revco Discount Drug Centers, 490 Rhead, Louis, 470 Riggio, Vincent, 64, 6oI, 79T, I383 Redeker Schon Dahs & Sellne1; 930 "Refreshes," 727, I5I8 Renner, Paul, IS83 Reveal lightbulbs, 641 "Rhinestones, a girl's next best friend," 1252 Riggs, Robert, r128 Red Goose (character), 444 "Refreshing as springtime itself," I 3 68 Rent-a-Ford, 734. See also Hertz Corporation Revenue Act (1942, United States), T63 l R.H. Macy Department Store. See unde1· Macy "Right choice," 102 Red Goose Shoes, 444 refrigerators, 639 Rentina camera, so9 Revere Copper and Brass, 1628 Rhodes, Cecil, 4 s5 Righteous Brothers, 1107 Redgrave, Lynn, r 64 5 Regal shoes, I49 Re-Nutriv, 412 Revlon Consumer Products Corporation, Rhodia, 496 Rightford, Bob, I159, 1160 Redhead,Hugh,255 Regan, Pete, 62s Reo Motor Car Company, TIO, lI2, roor, 410-lI,697,708, 818, IIS3o Rhone-Poulenc, 48, 496 Rightford, Searle-Tripp & Makin, llS9 Red Horse Market, 4 57 Regency cars, 6 s8 T687 I204, I205, I4SI, I664;and Rhuli, 887 Right Guard, 589 Red Hot Chili Peppers, rro8 Reggie! candy bars, r480, z48z, 1482 "Reo the Fifth," TIO African-Americans, 708; Batten Barton "Rhymes of a Red Cross Man,'' s8 Right to Happiness, 1274, I445, 1446 Rediffusion (agency), 842, 843 RCgie-Presse, I307 "Report Card," 714 Durstine & Osborn and, rs2, II53i Rhys-Jones, Griff, 249 Rilova, Ernesto, 270, 271 Rediffusion/DY&R, 843 Regimen weight-loss pills, 690, r643-44 Reporter ofDirect Mail, l 673, See also Direct and Charlie perfume, 412, 585, s86; Riazor, 394 Rilova, Casadevall, Pedreiio, 270, I466. "Rediscover America," 309 regulation. See deregulation; government Marketing Hill, Holliday, Connors, Cosmopulos, Ribas, Federico, 1465 See also Casadevall Pedrefio & SPR "Rediscover Canada," 266 regulation; self-regulation "Report on Blacklisting" (Cogley}, I82 Inc., and, 744; presenters £01; 1266, Ribeiro, Julio, I458, I46o Rimmer, Ron, 1388 Red Juice tobacco, 22I, 223 Reichfeld-Altschille.t; 7 44 Report on Civil Disorders (Kerner T268; and television, 152, 786, II53, Riboud, Marc, 32I Rindlaub,Jean Wade, 1657 Red Kamel cigarettes, I365, I369 Reider, David, 112 Commission),- 2 7 ls15, 1619, 1639; Warwick & Legler, Ricardo De Luca. See under De Luca Riney, Hal, 150, 682, IT66, T25r, I370, Redken, 707 Reimers, Ed, 8sr-52 "Report on the Information and Inc., and, 1191, 1639; during World Ricardo Perez. See under Perez I37I Red Lobster Inns of America, 445, 446, 648 Reinhard, Keith, 5I, 154, 4 s2-s 3, 454, IOIS, Communication Policy of the War II, I628. See also color plates in Rice, Donna, 431, 906 Hal Riney & Partners, I69, I370-72; "Red Lobster, where America goes for I016, II23, Il24, lI25, I35S European Community," 20 5 volumes two and three Rice, Nancy, I99, 561 acquired by Publicis, 808, I308; and seafood," 446 Reinhold, Judge, s23 Repplier, Theodore S., 14 Revlon Girl, 410, 4T1 Rice, Nick, s6 T General Motors Corporation, 6s8; and "Red Magic," 730 Reiser, Paul, I266 Repsol, 32 Revlon, Inc. See Revlon Consumer Products Rice & Rice Advertising, 561 Perrier, 1206, I207 "Ring around the collar," 27-28, r52, 788, Red Nacional de Ferrocarriles Espaiioles, Reiser Williams DeYong, 435 Repubblica, I 2 3 7 Corporation Rice-a-Roni, IIII 394 Reiss Advertising, 494 Republica, I108, IIIo "Revolution" (Beatles), Iro6, rio8, Ir42, Rice Chex. See Chex I442 Redpath, W. Stanley, 900 Reith, Jack, 608 Republic Airlines, 37 1653 Rice Krispies, 475, IIII, z4I9, I535i Rink Wells & Associates, T28 Red Skelton Show, 884, 886, I274, I5I7 Reklame (magazine), T582 Republican Party, l40-4I, 150, T51-52, 237, Revolv, 564 Leo Burnett Company, Inc., and, 892, Rinso, 933, 935, 936, 937, Ir62, I383, rs99; "Rinso white, Rinso bright," rrrI; Red Sky Interactive, II76 relationship marketing, 481 253, 450, 4S2, 538, 7I7, IIS4, 1248, Revoz, 547 1268, I6oo; Kenyon & Eckhardt, Inc., & Red Square (Moscow), I298 "Relax. Horizon can handle it," 307 1249, r33r, I346-47; Thomas Bell Revson, Charles, 410, lI53, 1204, ISIS and, 892, 89 5. See also color plate in rivalry with Oxydol, 43 8; Ruthrauff Red Tab Device, 94z "Relentless pursuit of perfection," II4 and, I692; Blackett-Sample-Hummert Revue Productions, 641, 9I3, 1689 volume two Ryan, Inc., and, 935, 947, 1382, 1383 Redux, 57, I646 Reliant cars, 307 and, 649, 772, 774; and census, 280; Reyner, Kehrt, s48 Rice Krispie Treats, 89I Rin Tin Tin, 1115, I2I8 "Red, white, and you," 340 "Relief is just a swallow away," I620 convention, 426, r690; Fuller & Smith Reyno cigarettes, I 3 6 s Rich, Dick. See Rich, Richard {"Dick") Rio de la Plata, 90 Red Wing (Minnesota}, 229 religion, advertising of, T347-50. See also & Ross, Inc., and, 63I; "It's morning Reynolds, Dick. See Reynolds, Richard Rich, Lee, I64, I99, 897 Riopan, s40 Redwood Publishing, I color plates in volumes tivo and three again in America," 800, r25I; Albert Joshua ("Dick") Rich, Richard ("Dick"), 922, I545. 1647, Riopan Plus, 540 Reebok International, 744, 745: Ammirati & Relpax, I 220 D. Lasker and, 920, 1248; "Willie Reynolds, Quentin, I198 1649, r65I Ripley's Believe It or Not, 164 Puris, Inc., and, 69; and Asian Rely (tampons), 387, 580, Boo, 1275, 1277 Horton," 543, 1251-52, 1520; Young Reynolds, Richard Joshua {"Dick"), 3 II, Richard Hudnut. See under Hudnut Rise, 269 Americans, Io57; Bartle Bogle Hegarty "Rely. It even absorbs the worry,'' s8o & Rubicam, Inc., and, I689 1364, l36s Richard N. Meltzer Advertising. See under Rise and Decline of the Great Adantic & and, I38; Chiat/Day, Inc., and, 290; R.E.M., 484 Republic Pictures, 487 Reynolds, Warren, 262 Meltzer Pacific Tea Co. {Walsh), 700 and endorsements, 526, I476; Grey Rembrandt Tobacco, ITS9 Republic Steel, 431, 740 Reynolds Aluminum, 785 Richard Saunders International. See under "Rising," 39 Advertising Agency, Inc., and, 698; and Remco, r5s6 reputation management, 1309 R.J. Reynolds Industries, 646, III?, 1482. Saunders Risk, IS6o Olympic Games, 552 Re1nick, Lee, 1086 Research International, 14 54 See also RJR Nabisco Richards, Bob, 649 Riskin, Robert, 1086 Reece, Gordon, T3 86 "Reminders,'' 573 Research Systems Corporation, 983, IS29 Reynolds Metal Company, 623 Richards, Thomas, 392 Risky B11siness, 128 5 Reed, Donna, 26I Remington, Frederic, 407, 470, 756, 839, Reshet Bet (radio station), 869 R.J. Reynolds Tobacco Company, 6T, 62, Richards Group, 168, 825, I148, 1574 Ritter, John, 5:i,3 Reed, Rodney, 996 IIT9 Resistab, 211, 89s 126,223, 3ro-I5, 539, 540-4I,690, Richardson, Jean, 1034 Ritts, Herb, 570, 940, I232 Reed, Virgil, I 5 3 3 Remington, Mortimer, 8I8, I30l Resolve, 4 5 2 943, 944, 96I, I2I2, 1226, 1228, Richardson & Hance, 9 3 r Ritz Crackers, 472, 795, 1113, IT14, Trr5, Reefer Madness, T296 Remington Rand Corporation, 3 69, 3 70, 8 3 I, Resor, Helen Lansdowne, 407, 418, 472, 759, 1230, 1343, I364-69, I497; Richardson-Vicks, I64, 447, I2?S, 1277, 1278 III5, III? reel-to-reel recorders, 3 So 83 3; Batten Barton Durstine & Osborn 761, 79r, 818, Io94, 1350-52, I3S3o acquired by Heublein, Inc., 96 5; and Richelieu, Duchesse de, I 3 5 2 Rives gin, 2 70 Reemstma Cigarettenfabrik, lOIO, I405, and, 151; and television, 78s, 833, I449,Is32,1534,I599,r6s7, 1658 African-A1nericans, 1259; Almap and, "Richest in cream," r l 2 7 Riviera cars, 1544 T406,1477 1284; Warwick & Legler, Inc., and, Resor, Stanley B., 4I8, 79r, Io83, 1353-54; 48; and Bates Worldwide, 143; and Richie, Lionel, I20I Riviera cigarettes, 223 Reese, Pee Wee, l 5 I 5 1638. See also Univac and American Association of blacklisting, T8I; comparative Richland cigarettes, 22 3 R.J. Palmer. See under Palmer Reese's Peanut Butter Cups, 732, 733, 734 Remington shavers, 362, s22, 78s Advertising Agencies, 5I; at Procter & advertising by, 5 s4; and coupons, 22Ij Richman, Harry, I382 RJR. See R.J. Reynolds Industries; R.J. Reese's Pieces, 734, 800, 993, 1285 Remsen Advertising Agency, I4I6 Collier Company, 818, Is30, r6s8; at Dancer, Fitzgerald, Sample and, 439, Rich Man's Darling, s4, T326 Reynolds Tobacco Company; RJR Reeve, Christophe.t; 1268 Remy Martin, I?O J. Walter Thompson Company, 407, 440, s40; Erwin, Wasey & Company "rich media," 860 Nabisco SAARINEN r84r INDEX INDEX r840 R.J. REYNOLDS INDUSTRIES

Ross Roy Con1munications, 1375 Running Out, 640 840; C.J. LaRoche & Company and, Rosen, Charles, 489, 490 R.J. Reynolds Industries; R.J. Reynolds Rockapdla, 347 Ross Roy, Inc., I373-75; and Borden, Inc., run-of-paper positions in tnagazines, 982 1006; McCaffrey and McCaU, Inc., Rosenberg, Milton, 12I2 Tobacco Company. See under Rockefeller, John D., 383, lI69, 1309-10 195; and Chrysler Canada, 696; and run-of-paper rates in newspapers, lI38 and, Ioo7; Raymond Rubicain and, Rosengren, Karl Erik, 999 Reynolds Rockefeller, Nelson, 207, 958, 1545 Chrysler Corporation, 303, 304, 305, Ruppert Beer, 180, 1638 761; Young & Rubicam, Inc., and, Rosenshine, Allen, 2, I52, 154, I176 RJR Nabisco, 3x4, 316, 796, 1482, I483; "Rocket Man," 1108 306,897 Jacob Ruppert, Inc., 1638 I687 Rosenwald, Julius, 1413 R.J. Reynolds Tobacco Company as Rocket V-8 engine, 656 Royal baking powder, 23, 470, 8I8, 1480, "Rush at East 30th and Euclid. We don't have "Roll up your sleeves," 59 "Rose of No Man's Land," 58 subsidiary of, x369; in Romania, 547. Rock Hill (South Carolina}, 27, I064 1481, 1483. See also Standard Brands a Hell Week," 1349 Rolphe, John, 1061 Roses chocolates, 248 Sec also Nabisco, Inc.; R.J. Reynolds Rockport Company, 1266 Royal Baking Powder Company, 1480. Rush Media, 4 77 Rolston, Matthew, 1232. See also color plate "Roses grow on you," 248 Tobacco Company "Rock solid," I30l See also Royal baking powder; Rushton, Willy, 249 in volun1c three Rose's Lime Juice, 1406 RKO Radio Networks, x331 "Rock the Casbah" (Strummer/jones), 1093 Standard Brands Russell, Bill, 11:73 Roma (soccer team), I36 Rosie the Riveter, 13, 1048, 1314, 1663. RICO Radio Pictures, Inc., 36, 635, ro79-80 Rock the Vote Education Fund, 1250, r316 Royal Bank of Canada, 263, 341 Russell, Ed, 112 Roman, Kenneth, I166, I669 See also color plate in volume tivo RI< Swa111y; RK Swamy BBDO Advertising. Rockwell, AL See Rockwell, W.F. ("Al") Royal College of Surgeons (United Kingdo111), Russell, Jane, 863, 1168 Romance of Helen Trent, 54, 438, 643, I326, Rosie the Waitress (Bounty paper towels See Ullder Swainy Rockwell, Norman, 431, 471, 472, 474, 760, character), 821, _r276, 1277 I590 Russell, Lillian, 61, 408, 1644 840; and An1erican Red Cross, 58; and I446 Road Ahead (Gates), 103 5 Ross, Billy I., 519 Royal Crown cola, 445, 586, 744, 1198 Russell, Rosalind, 94 5 Coca-Cola, 337; and Crest, 420; and Ron1an du Roi typeface, I58o, 1583 Road of Life, .r274, 1446 Ross, Bob, 238 Royal Crown Cola Company, 173, 1648, Russell M. Seeds Company, Inc. See unde1· Del Monte Foods, 1009; "Four Ro1nan , 746, 1179, r295 Road Runner (character), 305 Ross, Frederick , 630 I649 Seeds Freedoms," Io48; and motion pictures, Ro1nan fonts, I 5 8 3 Road Runner cars, 305 Ross, Wallace A., 120 Royal Desserts, r40, I48I, 1483 Russia, 1375-81; illustration and design in, 1080; J. Walter Thompson Company Ron1ania, 545, 546, 547, 548 Road to Reality, 1446 Ross, William, 1500 Royal Dutch Con1pany, 1170 1231; television in, I5I9, typography and, I352i and War Advertising Romanian language in Israel, 869 Road West, 913 F.J. Ross Advertising Agency, 630. See also Royal Dutch Petroleun1 Company, 1170 in 1582 ' romanticism, 407 Roanoke Island (North Carolina), 1595 Council, 1314; and war bonds, 163r. Fuller & Smith & Ross, Inc. Royal Dutch Shell. See Shell Oil Company Russian Americans, 1066, .r297 See also color plate in volume one Roma Wines, 178 Roast Almond, 249, 249 Rossi, Dominick, 1431 Royal Nestor cigarettes, 62 Russian language in Israel, 869 Rome (Italy), 873 Roh Roy Shirts for Boys, I 5 67 Rockwell, W.F. ("Al"), 996 Royal Philips Electronics, 448 Rust-Oleum, 445 Rome Wire Company, 24 3 Rossi, GiO, 1 3 6 robber barons, 3 83 Rock\vell International, 255, 1444 Royal puddings, 1481, I688 Ruth, Babe, 523, 649, 1472, I556 Romer, John Irving, 781 Rossillon, Marius, 1546 Robbie, Joe, 335 Rock,vell Manufacturing Company, 996. Royal Silk, 273 Ruthrauff, Bourne, 1382, I383 Romper Room, 282 Rossini, Gioacchino, 359 Robbin, Jonathan, 983, 1697, T698 See also Rockwell International Royal Tailors, 931 Ruthrauff, Wilbur, 781, 138I, I382 Ronald McDonald, 788, Io14, .ro16,.10I6, Rossiter, John, 719 Roberson, Abigail, 929 Rocky and His Friends, 83, 652 Rossiter-Percy Grid, ?I9 Royal Touring Sedan, III Ruthrauff & Ryan, Inc., 378, 770, 776, I355,1357,1469 Robert Abel & Associates. See under Abel Roda, Ram6n, 271, 272 Ross Roy Commwiications; Ross Roy, Inc. Royal typewriters, 1693 1381-84; and A1nerican Tobacco Ronald McDonald Houses, ro14, lOI5 Robert/Boisen & Like-minded, II5l Rodchenko, Aleksandr, 1080 See under Roy Royal Viking Cruise Line, 683 Company, 65, 601, 824; and Chrysler Ronalda, II42 Robert Carter & Associates. See under Carter Roddick, Anita, 528 Rossville Union Distilleries, 1410 Royal Worcester American Corsets, 1587 Corporation, 112, 151, 303; and Ronalds-Reynolds, 263, 696, 976 Robert F. Wilson, Inc. See under Wilson Rodgers, To\vnsend, 79 Rostorgreklama, I378 Rozelle, Pete, I 5 34 Dr Pt

Saatchi, Charles, 358, I252, I385-87; and Saatchi & Saatchi Compton Worldwide, 3 68, Salmeron, Guillermo, 92 .1 Santa Claus, 3 37, 33 8, 443. See also color "SayNotoNoSay," 191 Schlitz Brewing Company, Io52, 1402-04; Saatchi & Saatchi Advertising, I44, 440, 1027 Salmon, John, 358, 359 plate in volume one Sayre, Judson, I498 Biow-Beirn-Toigo and, I8o; Leo 368, 396, I388-89, I5I8, I592, Saatchi & Saatchi DFS Co1npton, 440 Salon.com, 5 I 5 Santa Fe Railroad, 234, I469 "Say Seagrams and be sure," I4IO Burnett Company, Inc., and, 236; I593 Saatchi & Saatchi Garland Compton, 368 Salon Selectives, 707, 9 3 8 Sanyo Electric Company, Ltd., 32, 252, JOI, SBC Connnunications Corporation, I02I, Cunningham & Walsh and, 4 3 3; Saatchi, Maurice, 368, r252, r385-87, r390, Saatchi & Saatchi Kid Connection, 5I3 Salubridad, Secretariat de. See Mexico 7°9 ·I336, I506, 1507. SeealsoAmeritech Lord & Thomas and, 76I, 920, 1598; 1593; and Cordiant Communications Sabah, Nayira al-, 742 Secretariat de Salubridad Sao Paulo Advertising Association, 207 Corporation; Southwestern Bell Post-Keyes-Gardner, Inc., and, I261, Group, 499; and Saatchi & Saatchi Sabah, Sheik Saud Nasir al-, 742 "Salute to the worker," 78 Sapin Law. See Loi Sapin SBS 6 (broadcasting company), l 13 2, 1135 I163; rivalry with Budweiser, 75 Advertising, r44, 368, 396, 440, Saban, Haim, Io96 Saluto Foods Corporation, 445, 446 Sapolio soap, 752, 756, 760, 8I8, 8I9, 820, SCA Hygiene Products, 6I4 Schlitz Lite, I403 1388-89,1518,1592,1593 Saban Entertainment, Io16 Salvation Army, 150, 6I4 933,I208,I449,I597 Scali, Sam, I399 "Schlitz makes it great," I403 M&C Saatchi, 217-18, 396, i386, 1389-90, "Sabor argentino," 92 Salvo detergent, ll9I Sara Lee Cake Bites, I395 Scali, McCabe, Sloves, 966, II9I, Schlitz Malt Liquor, 1403 1573, 1593 "Sabor de verdad," 90, 92 Sam and Henry, I444 Sara Lee Corporation, 347, 589, 793, 865, I397-I400, 1615, I669; acquired by Schlitz Playhouse of Stars, I402 Saatchi & Saatchi Advertising, 144, 316, 368, Sabre Awards, I3I3 Samba (Sando character), 28 IJ92-95; Bozell Worldwide and, l 576; Ogilvy & Mather Worldwide, Inc., Schlitz Special Brew, I402 396,435,453,440,499,718,803, Sackler, Arthur, I2I9 "Same bold taste since the days when body Doyle Dane Bernbach, Inc., and, 4 52; I59, 793, I166; and Abbott Mead "Schlitz taste test," 1403 1252,1385-86,1387-90,1453,1535, Sadia, 496, 1459, 1640 piercing meant cutting off an ear," and endorsements, 5 2 5 Vickers, l; and Fallon McElligott, 562; "Schlitzwords," 1403 1592, 1593; acquired by Publicis, 808, Safe Embrace, 386 I68-69 Sara Lee/Cruz Verde-Legrain, 272 and Hertz Corporation, 737; and Schmetterer, Bob, 4 5, 5 5 l 1308; in Africa, 23-24; Backer & Safeguard, 55I, 822 SAMI. See Selling Areas-Marketing, Inc. Saratoga cigarettes, 3 l 5 Mercedes-Benz, 46; and Volvo, 1615; Schmidt-Cannon International, 8Io Spielvogel, Inc., acquired by, 132, 143, "Safe. Swift. Clean. Comfortable," 36 Samish, Arthur, I78 Sarge and Large (Pepsi-Cola characters), II98 and Xerox Corporation, 1676. See also Schnapps Kicking Machine, I3 64~6 5 796, 808, 1592; Ted Bates & safety razor blades, 408 Sample, John Glen, 437, 438, 439 Sarmento, Armando de Moraes, 206, I4 5 6 Lowe & Partners/SMS Schnapps tobacco, I365 Company, Inc., acquired by, 257, 540, Safeway Stores, 644, 700, 703, 790, I118 , samples: of Alka-Seltzer, I6I9; Erwin, Wascy Sarnoff, David, 378, 767, 774, 776, I307, ScanAmerica, I340, I525 Schnering, Otto, I480 796, 1386; Bates Worldwide acquired SAG. See Screen Actors Guild & Company and, 536; Kimberly-Clark 1395-97 Scandinavian Air Services. See SAS Schoenfeld, Reese, I578 by, 143, 396, 499, 808, 1095, 1592; Saga Furs of Scandinavia. See Scandinavian Corporation and, 904, 905; Estee Sarnoff, Robert, 1397, 1642 Scandinavian countries. See Nordic countries Schoening, Peter, I406 and Bell Atlantic, I5o6; and British Mink Association Lauder Companies and, 4I2; Lord & Sarotti Moor (trade character), 25 Scandinavian Mink Association, 971, 97I Schofield, Leo, IO? Airways, 2I7, 396, 1592; and British Sage Information Consultants, 809 Thomas and, 955; Lorillard Tobacco Sarr6, Rafael, 394, 395 scanners. See Universal Product Code Dr. Scholl's, 288, 690 Telecom, 220; and Burger King "Said Juliet/To Romeo ... ," 1104 Company and, 964, 965; SAS,33,II49,I462,I574 scanners Scholtes, Rusty, 1621 Corporation, 228; and Campbell Sailor Jack (Cracker Jack character), 760 Warner-Lambert and, 1633 Sassoon, Vidal, 707 ScanTrak, II, Io23, I525 Scholz, Jiirgen, 665, 1404, x404, 1405, 1406 Mithun Esty, 538; in China, 302; and J, Sainsbury, 2 Sam's Club, I622 Vidal Sassoon, 96, 707, 708, 1500 Scarborough Research, 987 Scholz & Friends, 665, I404-06 Colgate-Palmolive Company, Io28; Saint(motion picture), 16I7 Samsonite, 40I Satellite News Channel, 9I4 scent strips, I204 Schoolhouse Rock, Ioo7 and commercials, 484; Compton Saint(television program), 16I5, I617 Samsung Business Group, 28 5, I462 satellite television, 382, Io40, 1041, 1042, Schafer, Frank, 493 schools: N.W. Ayer & Son, Inc., and, I26; Advertising, Inc., acquired by, 396, St. Charles Hotel, I 5 69 Samsung Electronics, 48, 286, 287, 287, 929 1043 Schaff, Philip, 237, 238 Channel One and, 297; Procter & 808, 875, I592, I602; and Compton St. Ivel, 739 Samsung Sang Hoe, 285-86 Satin cigarettes, 96 5 Schama, Simon, 393 Gamble Company and, 42I, 583; Partners, 883; Dancer, Fitzgerald, St. Jacob's Oil, 1596 Samuel Adams Boston , 727 "Satisfaction" (Rolling Stones), Io36 Schaper Toys, I558-59 Warner-Lambert and, 1632; Xerox Sample acquired by, 440, 796, 808, St. Jean Baptiste Festival (Quebec), I4IO Samuel Goldwyn Studios. See under Goldwyn "Satisfaction guaranteed," 162I Scheideler, Beck &Werner, Inc., 888-89 Corporation and, I676 1592, 1602; and Delta Air Lines, Inc., St. Kitts and Nevis, I57l San Bernadino {California), I355 "Satisfaction is just one bite away," 1196 Schell/Mullaney, Inc., 323 Schramm, Wilbur, I2I2 39, 40; and Eastman Kodak Company, St. Laurent, Yves, I204 Sancella SA Pty., Ltd., 58I, 583 "Satisfaction or your money back," 273 Schenectady Savings Bank, 592 Schrempp, Juergen, 309 5IIj in Egypt, 21; and Cliff Freeman Saint Laurie, 906 Sandbank, Henry, 482, 483 "Satisfy your second most basic instinct," 493 Schenley Corporation, I4IO SchrOter, Heimar, 377 & Partners, 624, 625, 626; and St. Louis {Missouri), 44I, 443 Sander, Jil, I404, 1405 SA Tourism. See South Africa Tourism Schenley Distillers Corporation, 669, IOIO Schudson, Michael, 328, 424, 1295 General Mills, 83; and global St. Louis Cardinals, 168 Sanders, Clarence, I 18 3 Satterthwaite, Chris, 738 Schenley Industries, I78 Schuhhaus Goertz. See under Goertz advertising, 680; and green advertising, St. Louis Globe-Democrat, 278 Sanders, Harland (Colonel), 800, 1268, I3 5 5, Satterthwaite, Jim, I6o6 Schenley Reserve Whiskey, lOIO Schulberg, Jay, I99 529; and Guinness, 2; and F.H. St. Louis Post-Dispatch, 633, II39 1357 Saturday Evening Post, 311, 431, 633, 755, Scher, Paula, 1583 Schultz, Arthur, 603 Hayhurst Company, 263, 976; and St. Louis Refrigerator Car Company, 73 San Diego (California), 426, 1180 790, I597; Calkins & Holden and, Scher, Lenoir & Lafarge, 549 Schultz, William, I202 Healthcare Connection, 883; in St. Luke's, I390-91 S&J. See Springer & Jacoby 250; and deceptive advertising, 689 Schering Corporation, I125. See also Schultz Soap Company, 874, I272 Indonesia, 98; and Johnson & St. Paul Federal Bank for Savings, 148 S&J Espafia Barcelona, I478 Saturday Night Barn Dance, 4I, Io44, I6I9 Schering-Plough Corporation; and Schulz, Charles M., 850, 991 Johnson, 582, 883; and Just for Feet, St. Philip the Deacon Lutheran Church, Sandler, Dennis, 525 Saturday Night Fever, 432 color plate in volume three Schumacher, Ferdinand, l 3 l 9 828, 928; and Estee Lauder Plymouth (Minnesota), I348 Sandler, Tony, 9I3 Saturday Night Live, 78, II30 Schering-Plough Corporation, I22o, I224- Schumann, Olaf, 1406 Companies, 1205; and Lucky Charms, St. Pierre et Miquelon, I4lO Sandwich is a sandwich, but a Manwich is a Saturday Night Revue, 884, 1284, I642 25, 1254, 1263. SeealsoMaybelline Schupf, Sara Lee, I392, IJ95 83; McCaffrey & McCall, Inc., Sakan, Dragan, 548 meal," 1442 Saturn Corporation, 658, 659, 660, 959, "Schhh you know who," I407 Schwab, Charles, 596 acquired by, 796, Ioo7, I593i and Maxwell Sakheim & Company, I 673 "sandwich men," 751 I308,1370,1371, 1442 Schick, Jacob, 1400 Schwab & Beatty, 997 National Crime Prevention Council, Saks Fifth Avenue, 273 Sanex, 272 Saudi Arabia, 171, Io39, Io40, 1042, 1247 Schick, 57, 362, I220, I121, I400-0I, Charles Schwab & Company, 5I6, 596 I5, 1315; in Netherlands, 1132; in Sale of Goods Act (I894, United Kingdom), Sanford and Son, 644, l 5 5 2 Saudi Research and Publishing Company, 1638-39; Warner-Lambert and, 9I9, FAO Schwarz, 324 New Zealand, Io8; Omnicom Group 694 San Francisco (California), 682, II8o xo39, xo40 I220,I632,I634,I637 Schwarzenegger, Arnold, 523, 1521 formed as rival to, 1176; and Salem cigarettes, 222, 3I4, 315, 539, 540, San Francisco Examiner, 683, 725, 1022 Richard Saunders International, I278 Schick Dry Shaver Company, Inc., 1400 Schwengel, Frank, I4IO Pepperidge Farm, Inc., lI96; and I368, 1369 San Francisco Firehouse No. I, 623, 685 SAUs. See standard advertising units Schick Protector, 1401 "Schweppervescence," I4o6, I407 Procter & Gamble Company, I47-48, Sales and Sales Management, 978 San Francisco 49ers, 33 5 "savagallonagasaweek," 446 Schick Rookie Game, I40I Schweppes, Jacob, I406 808,875,Io28,I272,I65o;and Sales Builders, Inc., 4Io San Francisco Symphony Orchestra, 1582-83 Savage, Arthur, 1062 Schick Shaving Products Group, I400 Schweppes, 69, 70, 174, I406-07, 1585, representations of African-Americans, sales promotions. See promotions and Sanger, Margaret, 576, 577 Savage Arms, Io6o, Io62 Schieffelin & Company, 4 57 I591; Hewitt, Ogilvy, Benson & 28; and Rilova, Casadevall, Pedrefio, merchandising Sanitas Nut Food Company, 89I. See also Savatar, I454 Schieffelin & Somerset, 906, 958, 960 Mather, Inc., and, II6I, 1I62; Ogilvy 27I; Rowland Company acquired by, sales resistance, 520, 52I Kellogg Company "Save your happy memories with a l(odak," Schiffer, Claudia, 321 & Mather Worldwide, Inc., and, II58; I3I2; and Schweppes, I407; and sales response, I 5 2 5 Sanka coffee, 642, 643, 644, 645, 1128, I687 508 Schiller, Herbert, 428 and Pepsi-Cola Company, Il99· Sista's Saatchi & Saatchi, 843; Martin Sal Hepatica, 2IO, 2II, 2I3, 77I, 866-68, San Miguel Fiibricas de Cervezas y Malta, Savignac, Raymond, 32I Schiphol Group, 590 See also color plate in volume three S. Sorrell and, 808, 8I6, I453, I535, 1688 272 Saville, Peter, 1546 Schirner, Michael, 666 Schweppes table waters, I59I I592, I593, 1668; in South America, Sal Hepatica Revue, 866 Sann, Ted, I20I Savin Corporation, 5 54, I676, I678 Schlesinger, John, 484 "Schweppshire," I4o6 I459-60; in South Korea, I463; and Salk, Robert, l 3 3 9 Sanna, Gavino, I36, 590 Savings Bank of Baltimore, 595 Schlesinger, Laura, 1331 Schwerin, Horace, I 5 29 Toyota Motor Corporation, 1I4, Salles, Mauro, 209 Vina San Pedro, I69 Sawdon, Frank, lI05 Schlesinger, Paul, 1499 Schwimmer & Scott Advertising Agency, 1551, 1553· See also Cordiant Salles, Raul, 93 Sanrio, 28 Sawyer, Diane, 95, 523 Schlink, Frederick]., IJ4, 385, 389, 390, 1414 Communications Group Salles/D' Arey Publicidade, 209 San Simeon (California), 725 Sawyer, Howard G. ("Scotty"), 243 391 Science Diet, I2I7 Saatchi & Saatchi Company, 1592. See also S~tlles/Inter-Americana de Publicidade, 209 Sansolo,Jack, 743 Sawyer-Ferguson-Walker Coinpany, 609 Schlitz, Joseph, I402 "Science of seeing," 639 Saatchi & Saatchi Advertising Mauro Salles Publicidade, 208, 209 Santa Ana, Manuel Maria, I464 "Say hello to Max," 964 Schlitz beer, 1402, 1403, x403 Scientific Advertising (Hopkins), 204, 9 5 5 I 844 SCIENTIFIC ADVERTISING INDEX INDEX SIA r845

Scientific Advertising, a Nciv Technique Searle-Tripp, Brian, 1159, II6o "Segal," 683 Serutan Company, 660. See also Geritol; Shakey's Pizza, 226 in South Korea, 1462; in Spain, 1464; {Prat), 1464 Sears, Richard Warren, 273, 480, I4T2-_r3, Segall, Ken, 86 J.R. Willia1ns Company Shakira, rI48 Standard Propaganda and, 206; Scientific An1erican, 686 r597 Sega of America, Inc., 683, r503, I560 Service, Robert W., 58 shaky can1era technique, 483, T3I8 ]. Walter Tho1npson Company and, Scientific Certification Systems, 53r Sears Auto Centers, l4r6 Segarra, Toni, 272 Service Bureau Corporation, 834 Shalin1ar, l 202 I59,Ir72,I535 Scientific Data Systen1s, I676. See also Xerox Sears Financial Network, J.4I4 Segel, Fred, 3 5 5 Service Partners, 1077 Shamus Culhane Productions. See under Shenfield, Lawrence, 1123 Data Systems Sears Merchandise Group, 1414 Seger, Bob, 113, 256, 1107, rio8 services, 1427-29 Culhane Shepard, Otis, 4 73 Scientology. See Church of Scientology Sears Mortgage Banking Group, I4I6 seguela, Jacques, 32r, 549, 724 Se1Yicc Station Ne\vs, 888 Shand\vick International, 862, 1312. See also Shepherd, Cybill, 4II, 526, 705, I266, i268. Scitcx Company, I232 Scars Paint & Hard\varc, I4I4 Segura, Carlos, r 5 84 "Serving all A1nerica's needs for family, ho1ne, Weber Shandwick World\vide See also color plate in volume t1vo S.C. Johnson & Son, Inc. Sec under Johnson Sears, Roebuck & Company, 754, I293, S8o cars, r6I7 car, and fann," I4r6 Shanghai (China), 298, 299, 30I, 302, 757, Sheraton Corporation, 1510, I573 Scoop, 821 T362, 1411-16, I621; and Backstreet Seiko watches, 466, T540 Serzone, 2I4 764 Shereshewsky, Jerry, 670 Scope1nouth\vash, 1275, I632, 1633 Boys, I248; and Benetton Group, 162, Seiler, A. Walter, 419 Sesame Street (1nagazine), 978 Shanghai Advertising Corporation, 299, 30I Sheridan Broadcasting, I 3 3 o ScorePlus, I I 40I, 569; catalogs, 273, 1597; and Seinfeld, 5 5 2 Sesame Street (television progra1n), 284 Shanghai Fine Arts Company, 30I Sherman & Ellis, r3I9 Scorsese, Martin, 484 Encyclopaedia Britannica, 164; and Seinfeld, Jerry, I266 SET Electronique, I 679 Shanghai Hakuhodo Advertising, 7Io Sherman & Marquette, Inc., J40, 821, Ir77, Scotch tape, 1260 feminine hygiene and intimacy Seixas and Seixasv. \Voods, 688, 694 Sethi, S. Prakash, r7 Shanghai TV, 301 I3I9 Scotland, 279, 1586. See also United l(ingdom products, 576; Foote, Cone & Belding Oy Sek, T151 Seven Crown whiskey, _1_410 Shangrila Hotels, 830 Sherman Antitrust Act (I890, United States), Scott, Charlie, 1389 and, 462; and Hispanic An1ericans, Sek & Grey (agency), II5r. See also Sek Grey Seven-Eleven, 1535 Shani, David, 5 2 5 310,384,1038,rI69 Scott, Raymond, rro7, 1599 I067; Maytag Corporation rivalry Oy Seventeen, 978, I693, I695 Shansby Group, 822. See also Spic and Span Sherman K. Ellis & Co1npany. Sec under Ellis Scott, Ridley, 220, 358, 1593; and Apple with I(en1nore appliances of, 1003; Sek Grey Oy, Ir47, 1148 Seventh Day Adventists, 696 Sharbutt, Del, 259 Sherwin, John, Sr., 740 Computer/"r984," 85, 292, 373, 483, and niotivational research, 479; Seki Hironao, 709 Seventh on Sixth fashion show (Ne\v York shared sponsorship, 790 Sherwin-Wi!liams Company, 98, 445, 47I, 1473-74, 1601; and inotion pictures, Ogilvy, Benson & Mather, Inc., and, Selden, Rita, 1657 City), r542 "Share the fantasy," 483, 1202 1638 484; "Share the fantasy," 1202 rI64; and Prodigy, 67; Rapp Collins Selden Group, r 644 $70 Billion in the Black (Gibson), 27 "Share the love, not the germs," 904 Sherwood Medical Group, 5 5 Scott, Tony, 483, 484, 926, 927 Con1municaidc and, r336; and retail SClection du Reader's Digest, 621 Seven Up (company), I3I, r74, 792, 1089, Sharif, Omar, 865 "She's all you expect Japan to be," 898, 900 Scott, \Valter Dill, 634, 761, 984, 1407-09, advertising, I360; and senior citizens Selective Sequence Electronic Calculator, 369 T230, I429-31, 1498, 1535; Cadbury Sharp & Lord, 9 5 3. See also Lord & Thomas "She's engaged. She's lovely. She uses Pond's," I483 market, r424; "Softer side of Scars," Selective Service Act (1917, United States), Sch\veppes and, J406; J. Walter Sharp Electronics Corporation, 380, 1678, I353 Scotti Automobile Mufflers, 792 5 5 8; spending on advertising by, 644; ro48 Thompson, S.A., and, 204 1679 Shevlo, Inc., 113 Scottish & Newcastle PLC, 879 television sets sold at, T600; J. Walter Selective Service and Training Act (I940, Seven-Up Bottling, r620 Sharper Image, 273 Shield soap, 937 Scottish Courage, Ltd., 879 Thon1pson Company and, l 59, 8r6, United States), ro48 "Seven Up changes your thirst for a smile," Sharpie the Parrot (Gillette Co1npany· Shields, Brooke, 567, I432, r559 ScotTissue Towels, 902 I669; torture tests by, 5 54; and United Selectric typewriters, 834, I676 l43r character), 676, lOOI, r4 72 "Shine your smile with Carefree," i442 Scott Paper Company, 199, 90I, 902, 904, States Federal Trade Commission, 689; Selezione Oro (pasta product), 136 "7UP for seven hangovers," 1429 Shary, Dore, l l 54 Ship 'n' Shore, 647 _r535 "Where An1erica Shops," I36I; and self-persuasion theory, l212-I3 Seven Up Ice cola, 589 Shatner, William, 959, r6o6 Shirer, William L., 181 Scott's Emulsion, I595 Yellow Pages, I684; Young & self-regulation, 77I, 856, 1417-22, I590, Seven-Up International, 14 3 r Shattuck, Frank C., 900 Shirley Polykoff Advertising, Inc.; Shirley Scout vehicles, 68, I690 Rubicam, Inc., and, 569. See also color r592, 1598, I60I Sevigny, Chloe, 570 Shaver, Dorothy, 566 Polykoff & Betuel, Inc. See under Scovil Manufacturing Company, 408 plates in volumes one and three Selfridges department store, l 5 87 SeviHe cars, 1376 "Shave the modern way ... ," TT04 Polykoff SCPF (agency), 1468 Scars, Roeb11ckv. J

Siano, Jerry, 3, I29 Sinatra, Frank, 936, 957; Anheuser-Busch, Skim American Slices, 19 5 Smith, Craig, roar, roo2 Snapple Lady, 477, 1321 Sofia Frans Auto, 54 7 Siboney USA, 1056 Inc., and, 77, 445; Chrysler skin lighteners, 2 7, 409 Sn1ith, Darwin E., 900-oI "Snapshots you'll want tomorrow, you must Sofres, 12, 1467 Frank Siddall's soap, I449 Corporation and, 307; Ford Motor Skinne1; John Stuart, I472 Smith, Frederick W., 571, 572 make today," 509 Softasilk, 647, 650 Sidebotham, Jack, 2Ir Company and, 608; Old Gold "Skin Science Updates," 288 Smith, Harry, 630 Snark Products, 4 52 soft drinks. See beverages, nonalcoholic Sidjakov, Berman, Gomez & Partners, 1668 cigarettes and, 962; Rogers & Cowan Skin watches, 145 Smith, Jack, 1274 SNCF. See Societe Nationale des Chemins de Soft Drinks Industry (Wartime) Association Sidley & Austin, 930 and, I3Io; Standard Brands and, Skin Whitener, 409 Smith, Jaclyn, 41 l Fer (United Kingdom), 1406 Sieg des Glaubens (film), 1298 r48I; U.S. Time Corporation and, "Skin you love to touch," 407, 76I, 955, Smith, Jeanne Kennedy, 1191 Snell, Matt, 1053, I472 "Softer side of Sears," 558, I4I6 Siegel, David, 1583 490, 1540, r542 I351, l449,r532,I598 Smith, Jessie Wilcox, 470, 756, 839 Snickers, 990, 992, 993; BBDO Worldwide, Soft Impressions, 903 Siegel & Gale, 396, 68 5 Sinbad, 1247 Skippy (H.J. Heinz Company brand), 731 Smith, John (brewer), 879 Inc., and, 994, 995; FHV/BBDO and, Softlan, 3 54 Siem, Martin, I 540 Sinclair, George, 976 Skippy (Wheaties character), 648, 649 Smith, Kate, 643, 700, 1631, I689 590; in Russia, 1376; "Satisfaction," soft-sell advertising, 7I6-I9, 1598; Earnest Sien1bra (pension fund), 92 Sinclair, Jeremy, I3 89 Skippy Secret Service Society, 648 Smith, Mamie, 2 7 Io36 Elmo Calkins and, 251, 760; in 19th Siemens, r 53 5 Sinclair, John, 422, 425 Skittles, 993, 995 Smith, Mel, 249 Snider, Duke, 1472 century, 755; on radio, 333 Sierra Club, 686 Sinclair, Upton, 383, 694, rrI9 Sklaver, David, 1649 Smith, Roger, 6 5 8 SNIP, 156. See also BDDP Group Soft Sense skin lotion, 887 signage. See outdoor advertising Sinclair Oil Company, 399 Skrine & Company, 930 Smith, Steven, 1.r91-92 Snoopy, 1218 Soft Sheen Products, 410, 708 Signal mouthwash, 9 3 8 Sinclair lOOO co1nputers, 1540 Skunkworks, I577 George G. Smith (agency), 1388 Snow, Carn1el, lI2I Softsoap, 352, 1451, r452, 1453 "Signature Series," 534 Sind, Robert, I614 Skutt, V.J., 848 Smith & Drum, 411 SnowballCollege.com, II3I "Soft, strong, pops up, too," 903 "Significantly less tars and nicotine than any Sind & Sullivan, Inc., r614 skyscraper ads, 860 Smith & Nephew, 581 Snowboard World Cup. See World Cup "Soft Whiskey," I41 l other filtered brand," 963 Sindicato, 272 Skytel, 362, 364, 1033 S1nith & Wesson, 756, 1497 (snowboarding) Sofy, 582 "Sign of good taste," 336, 340 Sindlinger, Albert, I 3 40 Sky Television, 33, 1096, 1519. See also Smith & Wollensky Restaurant Group, Inc., Snowdrift, Ir82 Sohio, 491, I170. See also BP Amoco "Silent Persuasion," Io62 Sindlinger and Company, Inc., ro BSkyB IIJ7 Snowflake, 248 Sokolsky, Melvin, 482 Silent Scream, 1296 Sine!, Joseph, 1182 Skytrain, 1607 Smith Barney, 524, 595, I062, 1269 Snolv White, 292-93 Solanas y Ortiz Scopesi, 90 Silent Spring (Carson), 3 8 5, 527 Singapore, 96, 431, 627, 757, 764 Skywriter, 362, 364 Smith Bros. cough drops, 1106 ,933,938,939 "Sold American" (G. Miller), 1283 "Silent Sufferer," 1517 Singapore Airlines, 144, r45, I45, 156, "SlapaJap,'' 1631 Smith- Marchant, 4 3 3 Snugglers, 44 5 Soldier of Fortune, 978 Silicon Graphics, 1069 r437-38, 1665 Slate.com, 860 Smith/Greenland Company, Inc.: and Snyder, Gary, 505 Sole Bianco detergent, I523 Silk Effects Razors, 1401, 1632 "Singapore Girl," 144, 1437, r438, I665 Slates dress pants, 940 Transogram Company, 1558 Snyder, Marty, 5 24 Solenghi, Tullio, 1524 Silkience, 707, 887 Singapore Tourist Promotion Board, 145 slavery in United States, 25, 749 Smith Kline, 882. See also SmithKline Snyder, Robert, 392 "Solid as Sears," 1416 "Silly rabbit, are for kids," 652 Singer, Al, 5 Slice (beverage), 228, 527 Beecham Snyder Communications, 724, 809, I264 Solucion Diagonal, 156 Silph chewing gum, l 64 3 Singer Sewing Machine Company, 871, r284 slice-of-life advertising, 566, 798, 938 SmithKline Beecham, 5 5 l; and American Soap and Detergent Association, I2II "Solutions for a small planet," 837 Silva Thin cigarettes, 66, 223, 314, I229 "Singin' Sam, the Barbasol Man," 536, Slimbach, Robert, 1584 Cancer Society, l 3 16; American Home "Soap Fishennan," 824 Somalia, 60 Silver Bullets, 168 Iro3-04 Slim-Fast Foods Company, I643, 1646 Products Corporation seeks merger "Soap from trees-nature's gift to beauty," "Somebody still cares about quality ... Silver Dust, 933, 937, 1383 single-source data research, 987, r344-45 Slim Twin razors, I40l with, 57; Ally & Gargano and, 45; 920 Budweiser,'' 77 Silverman, John, 457 Singleton, John, ro7, 349, Io75, I438-39 Slinea, 582 Batey Kazoo Communications and, Soap Opera (Swasy), 1278 "Some businesses are too sn1all to use Silvers, Phil, 351 Singleton, Penny, 1004 Slinky, 1106, 1553 145; Grey Advertising Agency, Inc., soap operas, I444-48, 1599, 1600; American electronic data processing," 370 Silverstein, Rich, 682, 683 John Singleton Advertising, Io75, I438, r439 Sloan, Alfred P., 654, .r598 and, 698; Grey Worldwide and, 697; Home Products Corporation and, 54, "Some Enchanted Evening," 644 Silverstein-Goldstein, 1027, See also North Singleton Group, Ltd., 1438 Sloan Kettering Institute, 1227 Johnson & Johnson sued by, 883 77I; Blackett-Sample-Hummert, Inc., "Someone you know sells Avon," r 19 Advertising Singleton Ogilvy & Mather, 1438, I439 Sloan's Liniment, 1638 Fletcher Smith Studios, 82 and, 437, 438, 77I, I599; in Brazil, Somers, Suzanne, 445, 523 Silverstone (coating), 505 Singleton Palmer Strauss McAllan, 1438, slogans, 558, 1439-44 Smithsonian Institution (Washington, D.C.), 209; Compton Advertising, Inc., and, "Something more than beer is back," 75, 443 Silvertown Safety League, 668 1439 Slough (England), 990 !IOI 366; Dancer, Fitzgerald, Sample and, "Son1ething new has been added," 962 Silvertown Tires, 668, 1382 "Sing, oh sing of Lydia Pinkham ... ," 1ro3 Slovakia, 545, 546, 547 Smit's, II34 439, I602; Lord & Thomas and, 957; "Something special in the air,'' 39 Simca, 305, 544 "Sing, Sing, Sing" (Prima), 1I07 Slovenia, 545, 546, 547 "Smoke Dreams" (Brown), 944 in mass communications theory, 999; "Some thoughts on 'Should I sleep with it ... Simmenthal meats, r 522 Sinutab, r 3 2 Slaves, Marvin, 967, 119r, 1399, 1400 "Smoke Dreams" (Chesterfield cigarettes), 944 in Philippines, 96; Pillsbury Flour Mills or not?'" 582 Simmons, Russell, 477 Sioux, 1061 Sly and the Family Stone, 1553 "Smoke Kent ... "(Roy Eaton), 1107-08 Company and, I23 5; Procter & "Sometimes you feel like a nut," 624, 625 Simmons, Willard R., 143 6 Siow Choon Leng, 764 SMA (infant formula), 57 "Smoke Rings," 944 Gamble Company and, 1272, 1274, "Somewhere west of Laramie,'' ITO, rrr W.R. Simmons & Associates Research, Inc., siqui notices, 7 46 Srnackout, 1121 Smokey Bear, 13, 15, 432, 600, 603, 778, I45l; soap companies and, 351, 846, Son1mers, Joannie, 152, 1199 I436. See also Simmons Market Sirius Satellite Radio, 683 Smale, John, 659, 1275, I278 I300, 1315,1469, I471 14 51; Young & Rubicam, Inc., and, Sonata cars, 1107 Research Bureau Sirva-se, 47 Small, Edward Featherston, 225 "Smooth Character," 316 1689 song-and-dance spectaculars, 5 56-57 Simmons Market Research Bureau, 461, 987, Sir Walter Raleigh tobacco, 223 Small & Seiffer, Inc., 269 "Smoothest car afloat,'' 304 soap products, 1449-53. See also color plate Songs by Sinatra, 936, 957 1018, 1022,1340,1436-37 Sisal lotteries, l 5 24 "Small car specialists for 40 years," 1551, Smooth 'N' Easy, 1482 in volume three Songs of Home Sweet Home, 1619 Frank Simoes Advertising, 842 Sista's (agency), 842. See also Sista's Saatchi 1552 "Sn1oothness of an eight, economy of a four," Sobol Brothers Service Stations, 669 songwriters, IIII Sonnenberg, Benjamin, 1228, I3IO Simon, Carly, 59, 730, 1106 & Saatchi Small Planet Foods, 653 303 "So chunky you could eat it with a fork," 261 Simon, Paul, I268 Sista's Saatchi & Saatchi, 843 Small Soldiers, 1356 "Smooth Sippin' Tennessee Whiskey," 170 social marketing, r 3 l 6 Sonny and Cher, r 5 5 8 Simon & Garfunkel, 6 52 SiteSpecific, Inc., 323 "Sn1all wonders, big dreams," 28 Smothers Brothers, I84 Social Policy (Green), 3 83 Sonny the Cuckoo Bird ( Simon con1puters: Berkeley Enterprises and, Sittig, Dick, l l 08 Small World of Music, 3 5 5 SMRB. See Simmons Market Research Bureau Sociedad Espaiiola de Radiodifusi6n, 1465 character), 652. See also color plate in 372 Sitting Bull Durham, 224 Smart cars, 309, 1478 SMS. See Scali, McCabe, Sloves Sociedad General de Anuncios de Espafia, volume tlVO Simonds-Gooding, Anthony, 1388 Leonard M. Sive & Associates, 1556 Smartgroups, I39l J.M. Smucker Company, 893 1464 "Son of a Preacher Man,'' Iro8 George Shnon, Inc., 1106 Six Continents, 3 60 "Smart people go to Ohrbach's for Mother's Smyth, Jim, I2I Societe Europeenne, 764 Sony Corporation, 380, 380, 382, 818, 952; Norton Simon, Inc., 115, Ir7, 1007 "Six million a day," 340 Day gifts,'' 449 Smythe, Conn, 262, 97 5 SociCte Generate des Annonces, 616, 722 in Argentina, 90; in China, 30I; and Simoniz floor wax, 841 Six Million Dollar Man, 1558 "Smart to be seen in , . , smarter to buy," Snack Ventures Europe, 648 Societe Nationale des Chemins de Fer digital cameras, 12 3 2; Doyle Dane Simons Palmer, 219, 1608. See also TEWA "$64 question," 178 1488 SnackWell's cookies, rir3, III? (France), 549, 840 Bernbach, Inc., and, 379; DDB Simons Palmer $64,000 Question, I52, 178, 4Io, 786, 1153, Stnash (instant potatoes), 189, I9l, r9.r, I593 Snap, Crackle, and Pop (Rice Krispies Society of Plastics Industry, 505 Needham Worldwide and, 4 54; Ellis "Simple Ways to Deal with Car Trouble on 1154, 1515, I6r9, 1639 "Smile and Bite," I370 characters), 892, 1268, 1469, I6oo. Soconyla11d Sketches, l 5 I Advertising and, 378; and global the Road" (Shell Oil Company), 1174 60 Minutes, 1189, 1426 Smirnoff vodka, I4II See also color plate in volume tlvo Socony-Vacuum Oil Company, 366, 669 advertising, 68I; house agency of, 818; Sitnplicity Freedom, 5 8 I Skandia, 615 Smith, A. Craig, 676 "Snap! Crackle! Pop!," IIII, 1535. See also Sodima, 648, 652. See also Lautrec Nazca Saatchi & Saatchi and, "Simply Irresistible" (Palmer), 1093 SIK Associates, I462 Smith, Adam, 688 color plate in volume two sodium, 262 93; Lowe & Partners/SM$ and, 966; Simpson, O.J., 95, 527, 737, 1268 Miss Skeel, 628 Smith, Bubba, 737, 1053, 1472 Snapple, I77• 477, 906, 1321 "So easy," II? PMS&vW/Y&R and, 1135; in Russia, Simpson Paper, 1582 ~kelton, Red, 490, 884, 886, 1261, 1274, Smith, C.R., 36 Snapple Beverage Corporation, 148, I73, "So easy to use, no wonder it's #1," 67 1379; TBWA Chiat/Day and, I56o; Simpsons, 855, 1096, 1131, 15I9 r5I7 Smith, Courtland, 59, 1627 175,177,477,906,95I,1321 "So easy you can do it with one hand,'' 8I4 and toys, 1560; Young & Rubicam, I848 SONY FOR SUN-LOVERS INDEX INDEX STAR WARS I849

Inc., and, 382, x379, x69r. See also Southern Cone Com1non Market. "Speedmarque," 2I8 9I6-17; Motorola, Inc., and, I09I; Squirt, I74 Standard Oil Company of Ne\v Jersey, Ioo8, Sony Music; Walkman See Mercosur/Mercosul Speed Stick, 352 Nokia Corporation and, II48; Philip Squirt Company, 487 1094, I169, I170, I544· Sec also

"Sony for sun-lovers," 379 Southern Pacific Railroad, 6001 I569 "Speed up success," Ila Morris Companies and, 1053, 1229; in SRDS. See Standard Rate and Data Service Essa/Exxon Sony Music, 1106 South Korea, 3 62, 430, 679. See also Korea Speedway Petroleum: Fink & Doner and, 489 United I I478-79, r478 Stainmaster, 505, I3I7 sanity," 347 Sourcebook of Zip Code Demographics SpaghettiO's, 148, 26I Spirit of the Times, 1472 Springer (agency), I477· See also Springer & Stalin, Josef, I298 Starburst Fruit Chews, 993, 995 (CACI Marketing Systems), I305, Spain, 203-04, 1464-68; Civil War in, 649; Spitalny, Phil, 151 Jacoby Stallone, Sylvester, 523 Starch, Daniel, 984, I338, I483, I485, I487, x698 feminine hygiene and intimacy Spivak, Helayne, 4 5 Springer &Jacoby, 666, 1477-79, 1576 Stam1ns, 78I I525 Source Marketing, 809 products in, 581; and global split cable method, 983 Springer &Jacoby International, 1478 Sta1np, Terence, I6o8 Starch Advertising and Media Research, source of 1nessage, 5 5 8 advertising, 679; television in, IjI3, split runs, 762, 979 Springer &Jacoby Paris, x478 stamps, trading. See trading stamps 1483 Compagnic de la Source Perrier. See Perrier I5I9; videocassettes in, 430; wine spokes-character, 1469-71. Sec also color Springfield {Massachusetts), 643 Stanco, Inc., Ioo8 Daniel Starch and Staff Research Company, Souter, Peter, I from, 169. See also color plate in plate in volume three Springmaid Fabrics, 8I8, I432 Standard (agency), 206--07, 209 1483, I485, I487. See also Starch/ South Africa, 22-23, 23, 24, 829; as base for volume three Sponsor, Io64, r283 Springs, Elliott, I432 Standard Advertising News Agency, 113, INRA/Hooper, Inc. agency networks across Africa, 1160; Spalding, 1687 sponsorship: alternating, 785, 790, I284; Springs Mills, I432. Sec also Springmaid II43 Starch, Inc., 1483-87. See also Roper Starch black majority in, 30; comparative "spam," 333 censorship by advertisers and, 277; by Fabrics standard advertising units, I140 Worldwide, Inc. advertising banned in, 830; Microsoft Spandex, 505 cigarette companies, 3I4, 317; and Springsteen, Bruce, 26r Standard Bank (South Africa), 24 Starch/INRA/Hooper, Inc., I343, I487 Corporation in, 1035; United Kingdom Spang, Joseph P., Jr., 676 endorsement, 524-25; Ericsson, Inc., "Springtime is Kodak time," 508 Standard Brands, 344, 446, 77I, 776, Starch Readership Reports, 720, 987, 1343, and,756-57 Spanish Advertising Marketing Services, 446 and, 533-34; of events, 551-53; Sprint Corporation, Io2, I266, 1504-05, 1480-83, 1533; acquired by Nabisco, I48j, I487, Ij25 South Africa Advertising Standards Authority, Spanish-American War, 725 and infomercials, 846; on Internet, 1506, Io57; and environmental Inc., 796; Ted Bates & Company, Inc., Starcom, 448, 803,1021, 1463, 1699. See also 830 Spanish Association of Advertising Agencies, 804, 860; Kraft, Inc., and, 9I4; move111ent, 529; and HotWired, 858; and, 140; and Stamms, 78I; Tempo Starcom MediaVest Worldwide South African Advertising Research 204-05,1466 Kraft-Phenix Cheese Corporation and, and telen1arketing, l 5 I2. See also Productions and, 82; United States Starcom MediaVest Worldwide, l 5 5, 2 3 9, Foundation, 24 Spanish chocolate, 247 909, 91I-I3; Labatt Brewing Sprint Spectrum Federal Trade Conunission and, I4I7. 469,660,I02I , 24; Ogilvy & Spanish International Network, 1330 Company and, 916-17; Levi Strauss & Sprint PCS, 1506 See also Blue Bonnet; Chase & Starcom Motive Partnership, I 3 8 Mather Worldwide, Inc., and, II6o Spanish Public Adn1inistration, 394 Company and, l I lo; and naming of Sprint Spectrum, I370, I506 Sanborn coffee; Planters Nuts; Royal "Star is born," 96 5 South Africa Tourism: 1-Iunt Lascaris and, Spanish Red Cross, 271, 272 stadiums, 335; Nokia Corporation Sprite, 84, 90, I74, 340, 97 l, I69 5-96. baking powder Star-I(ist: Leo Burnett Company, Inc., and, 82, 829 "Spanking Gorgeous," 739 and, 1148; participating, 780, 785, See also color plate in volu1ne one Standard Milling, 233 83,231,237,7I8,730,12I8,I469, Southall's sanitary towels, 575 SPAR Group, 809-10 790, 1284, I64I-42; of radio Sproul & Associates, 2r3 Standard O&M, 209 1600; and dolphin-safe fishing South America, I43 5, 1455-60, See also Latin Sparkle City, 42I progran1s, 769-70, 1283; shared, 790; Spry, 947, I382, 1383 "Standard of Good Taste," r59r practices, 387; H.J. Heinz Company America Sparky Alka-Seltzer, Io45 of television programs, 784, 1283; SPT Telecom, 546 "Standard of the world," 654 and, 730, 731. Southard, John, 9 58 SPASM. See Singleton Palmer Strauss Texaco, Inc., and, 1175· See also Spud cigarettes, 22I Standard Oil Company, 818, ioo8, 1169, Starlac, I93, I95 South Beach Beverage Company, 1201 McAllan events; sports Spuds McKenzie (Budweiser character), 78, II70, 1I72; in China, 299; labor Star logo (of Texaco, Inc.), II70 South Carolina Railroad, 1569 Spearman, John, 359 Sport Bladet (Sweden): Paradiset DDB and, 475 practices at, 3 8 3; in South America, StarMarts, 1175 South Dakota, I06l Speannan (Wm. Wrigley Jr. Company rr52 Spud smoking tobacco, 89 5 1456 StarMedia, 1460 Southeast Asia. See under Asia character), I670 Sport Coat, 5 57 Squanderbug, I590 Standard Oil Company of California, 530, "Star of the American Road," 1174, 1175 Southern Airways, 483 Spears, Britney, 1248 "Sporting Girl" cards, 225, 310 Squibb, Edward Robinson, 210, 1223 Ioo8, 116910. See also Chevron Starting Linc-up, 3 5 6, 3 57 Southern Association of Advertising Agents, Specht, Ilon, 1657 Sportna I.oterija, 547 E.R. Squibb & Sons, 2rr, 526, 761, 1221, Corporation "Start Me Up" (Rolling Stones), 374, 5I. See also American Association of Special Export, 491 sports, 78, 772, 952, Io52, Io53, 1471-77; I223, 1686; Calkins & Holden and, Standard Oil Company of Indiana, II70, I035-36, II06 Advertising .Agencies "Specialists in You," 271 Roane Arledge and, 94; cigarettes and, 250; Geyer, Cornell & Newell, Inc., II73, II74, II83. See also Star Trek, 573; watches, I542 Southern Baptist Convention, 1349-50 Special Ten cigarettes, 223 964; in Denmark, 692; Gillette and, 2Io, 672, 1210; H.K. McCann Amoco Star Trek: The Next Generation, 652 Southern California Fruit Exchange, 408, Spectra caineras, 1247 Company and 676, 677, 772, IOOl, Company and, 1094 Standard Oil Company of Louisiana, Ioo8, Star TV, 844, Io96 See also Sunkist Speedee (McDonald's Corporation character), 13 I3; John S1nith's Bitter and, 880; Squibb Corporation, 2IO-II. See also 1170 Star Wars, 356, 357, 698, 1082, 1357, r558, Southern Comfort, 170 1014 Labatt Brewing Company and, Bristol-Myers Squibb Company Standard Oil Company of Nebraska, 1170 I559> I560 - INDEX INDEX SWAYZE 1851 18 50 STATE FARM INSURANCE COMPANIES

Styrofoa1n, 782 Strategic Radio Research, 1339· See also Summer's Eve, 579, 58I Corporation and, 1178; Pets.com and, State Fann Insurance Companies, 8 5I, 8 52, Stevens, Ray, 446 AccuRatings Suave (brand), r48, 556, 705, 707, 93 3 "Summer Smoke," 962 r218; public service advertising during, II07,I2r3,rr23,r684 Stevens-Duryea (cars), r49 Strategies International, 809 Subaru America: "Beauty of all-wheel drive," "Summer storm," r14 1~16; !imex Corporation and, r542; State of the Union, 1084 Stevenson, Adlai E., r65, 786, r154, 1248, 1654; Temerlin McClain and, 16 54; Strategist, l3I3 "Summertime and religion is easy," 1349 V1ctona's Secret and, 865; Wang Statler, Ellsworth, 1571 1249 Wieden & Kennedy, Inc., and, r654 Sun1mit bars, 4 Stewardesses for Women's Rights, 584, 586 Strauf, Hubert, 665 45 Laboratories and, 743; Xerox Statler hotels, 1571 subcultures, 1254, r258 Summit cigarettes, 223 Corporation and, r676 Stewart, James, r18, 776, 911, ro86 Strauss, Levi, 940 Statoil, 1149 subli1ninal advertising, r49o-92, r 517 Sun America, 4 77 supercenters, 703 Stewart, Potter, l 9 5 Stravinsky, Igor, 1581 Statue of Liberty, 1316 Sublin1inal Seduction (Key), r432, 1492 Sunbeam Bread, 82 Super Circus, 99 r A.T. Stewart & Company, 753, 1624 Strawberry Frogs, lI35 Status of Advertising Edncation (Ross), 519 Subscription Television, Inc., r642 Sunbeam Corporation, r , 526 Superdisc, 381 Steyr-Daimler-Puch, 308 Strawberry Shortcake, 284 59 Status Seekers (V. Packard), 1186 Suburban Joe (Grape Nuts character), 63 3 Sunbeam razors, 362 S.T. Garland Advertising Service, Ltd. streamlining, 473 Superfortress, 304 Stauffer, Bill, 1282 suburbs, 782 Sun Cured tobacco, 22 3 Superfund sites, 530 See under Garland Strecker, Kurt, I 5 8 3 Stauffer, Donald ("Don"), 947, 1383, 1688 "subvertising," 336 Sunday Express (London), Superga shoes, r237, r521 S3 60 cars, 8r2 Streep, Meryl, r268 445 Stay Free! 333 Subway Sandwiches and Salads, r370 Sunday Mail (Adelaide, Australia), ro96 Superior Steel, 1628 Stick!, 92 Street, Picabo, r106 Stayfree Minipads, 579-80 Success cornhusker, roo3 Sunday Night Co1nedy Hour. See Colgate Superman, 891, 892, r63r "Stick 'em up, Santa Claus," 593 G. Street & Company, 75r "Stay in the pink," 1644 Successful Farming, 978 Comedy Hour Supc1man II (motion picture), 3r3, 1230 Stickler, John C., 1462 Street & Finney, Inc., 140, 269 "Stay in touch," 220 Suchard. See Jacobs Suchard Sunday Times (London), 1096 Stig Arbman Annonsbyr:'i. See under Arb1nan Street Railways Advertising Company, _13 5r supermarkets, 416, 700-o4, 790, 373 STB (agency), 1151 Sucharittanonta, Suthisak, r359 Sunday Times Magazine (London), 3 59 supermarket scanners. See Universal Product Stijl, 839, 840 "Street Song," 240 Steak &Ale, 1235, 1236 Sudafed, r32, r220, 1635, r637 Sundblom, Haddon, 3 , 8, Code scanners Still Court Price Twivy DeSouza: and Virgin, Streisand, Barbra, 567, r568 37 33 443 S Team Bates Saatchi & Saatchi, 547, 548 Sudan, 23 Sunderland, John, 249 Supennatic washer-dryers, 1004 1608 Strickland, Denny, rr41 Frederick Stearns & Company, 98 Sudar, Josip, 548 "Sunflowers," 161 Super Pro, rr74 Still Killing Us Softly (Kilbourne), 586, 587 Stridsberg, Albert, r6 Stedem, Joseph, 735 "Suddenly-it's 1960!,'' 305 Sunkist, 174, 408, r108; Cadbury Schweppes superstores, 703 "Still-that schoolgirl complexion," 407 Stroh Brewery, 49r, 989, r403-04, 1432 Stedman Graham & Partners, 1056 Sudler & Hennessey, 68, rr3, i.13, 495, r690 and, I407; Foote, Cone & Belding Super Suds, 164, 539, 1 Stimorol, 547 Stromberger, LaVene, McI

Swayze, Patrick, 523 Inc., 1201; Tracy-Locke Company, 22 3; M.H. Hackett Company and, 64, TEWA Advertising, I48; and Barilla Pasta, Ted Mack's Amateur Hour, 896 Appliances, Inc., and, 1498; Borden, Sweden, 3, 692, 764, II49, 1511, 1519 Inc., and, 1563; and typography, 1584; 6oI; filtered versus unfiltered, 6 5, 3 l 5; 136; Chiat/Day, Inc., and, 293; in Teel, 1273, 1274 Inc., and, 780-81, 1265; in Brazil, 208, Sweeney &James, 598, 785, 1549 "Yo quiero Taco Bell," I258, 1354, "Unswitchable," 66 Finland, 1151; in Germany, 376; and Teem, r199 496, 1458; Bristol-Myers Company sweepstakes, 18 5-87 1356, I362 TargetCom, 809 Hakuhodo, Inc., 7Io; and Hunt teenagers. See youth market and, 1689; cable, 382, 797, 798, 846, Sweet Caporal ("Sweet Cap") cigarettes, 62, Tadcaster (England), 879 Target Corporation, 347, 906, 1362, 1495· Lascaris, 829; in Spain, I46 5, 1467 Teen Choice Awards, lI48 9r4, 993, IOI8, 1021, l420-2I; in 65, 185, 310, 311, 314 Taft, Robert, I52, 1515 See also color plate in volume three TEWA/Campaign Company, II35 "Teen Date," 102 Canada, 262-63, 265; and children, TEWA Chiat/Day: and Absolut vodka, 5; and Sweetheart of the Corn {Corn Flakes Taft, William I-Ioward, 1396 Target Group Index, 1022, 1436. See also Teflon, 504 282-85, 294-95, 297, 298, 998, 1558; character), 892, 892 Tagamet HB, 883, 1223 Simmons Market Research Bureau America Online, Inc., 67; and Apple Tekton typeface, 1583 cigarette advertising on, 66, 313, 314, Sweetheart soap, 1326 TAG Heuer, 156, 157, 830, 1650 targeting, 1019, 1493-97 Computer, 86, 1503; Bridgestone/ Tektronix, 1679 3I5, 7r6, 946) 964, 965, 1230; Sweet Honesty, 118, 119 Tahama (agency), Io39 Target Stores. See Target Corporation Firestone, 1549; and Eveready, I46; Tel Aviv University, 869 Colgate-Palmolive Company and, 399, Sweet Moments cigarettes, 942 Taivas {agency), 1151 Tarleton) Jack, 668 and C.R Hathaway Shirt Company, Telecom Argentina, 31, 32 785, 1265, 1284; color introduced, "Sweet news for you from 1870," 314 Taiwan, 469 Tarlow Advertising, 567, 708, 818, 865 721; and Levi Strauss & Con1pany, Telecom Entertainment, 447 1396; comparative advertising on, 362; 940; and Nissan Motor Company, Sweets, William, 181 Tajikistan, I376 Taronga Zoo, 252 Telecom Italia, 873, 926-27, I523, 1524, comparison to magazines, 980; Sweet Success, 1646 "Take a bite out of crime," 15, 13 l 5 Tarsem. See Dhandwal; Tarsem Singh lI4, 1106; and ODM Media, l02Ij 1535 condoms on, 278, 1420; in Denmark, Swensen's Ice Cream Co1npany, 445 Take It or Leave It~ 178, 780 Tartar Control Listerine. See under Listerine Omnicom Group and, 5, 293, 808, telecommunications: in Eastern Europe, 546; lI51; deodorant on, 2I3; design and Sweyndeym, Conrad, 1583 "Take me along," 37 Tashlin, Frank, 1087 l02Ij and Orbitz, 40; and Pets.com, in United Kingdom, 218-19; in United designers in, 474, 475; and direct Swiffer electrostatic duster brands, 462, 823, "Take pictures, Further," 51I, 5I3 "Task," 532 1218; and Sony Corporation, 1560; States, IS04-09. See also color plate in marketing, 481; in Eastern Europe, 1278 "Takes the ouch out of grouch," 174 "Taste as good as they crunch," l 562 and Taco Bell Corporation, 86, Io59, volume three 54 5, 546; in Egypt, 22, Io40, 1042; Swift, Gustavus, 753 "Take the wheel-try the feel of the Ford," "Taste Buds," 78 I 3 5 6. See also Chiat/Day, Inc. Tele-Communications, Inc., l 506 Esso/Exxon and, 1174; European TBWA/Chiat/Day, 170, 293, 566. See also Swift & Company, 399, 1106, 112.3, 1215 606 "Taste is gonna move you," 1672 Telecommunications International, 93, Io2, Union and, 278, 298; in Finland, 1I5I; Swing-A-Ling watches, 1540 Tai, Eliyahu, 869 "Taste people hate twice a day," 919, 1632 Chiat/Day, Inc; TEWA Chiat/Day 914, 1507 Firestone Tire & Rubber Company Swinger cameras, 1246, 1247 Tal Arieli (agency), 869 Taster's Choice, 345, 347, 463, 557, 1129, TBWA!France, 158 Telecommunications Reform Act (1996, and, 785, 1549, 1642; Ford Motor Swissair, 1673 Talbot's, 273, 647 1130,1131, I434 TBWA GGT Simons Palmer, 248, 249, 879 United States), 1506 Company Lincoln-Mercury division TBWA!Hakuhodo,710,1132 Swiss Cheese crackers, 1117 talcum powder, 407 "Tastes as good as its name," 433 Telecom SA (Argentina),,93, 94 and, 305, 780, 1265; in France, 430, 9I9 TBWAIH Europe, 1I32 Swit, Loretta, 6 5 2 Talens, 272 "Tastes bad but it's good for you," Teledyne, 682 621, 622, 692, I307i General Electric "Tastes exactly like no other whiskey," TBWA Hunt Lascaris, 22, 829-30. See also Switzerland, 4 7 5, I 5 I 3 Talent Associates, Ltd., 913, 1284 Telef6nica de Espafia, 93, 1468 Company and, 399, 640, 641, 1265, Swoopes, Sheryl, I667 Talent Biz, 1460 170 Hunt Lascaris Telef6nica Internacional SA, 93, 681 I689; General Foods Corporation and, "Sword Man," 814 Talent Comunica~ao, 1458, 1460 "Tastes great ... less filling," 131, 1053, TBWA International, 157-58 Telegrambyr:in, l 149 644, 1689; General Motors Sword Press Award (Saudi Arabia), 1040 "Tale of Two Salesmen," 716 1440, 1472 TBWA!Paris. See BDDP Group Telekomunikacja Polska, 546 Corporation and, 786; Geritol and, "Swords," 1050 "Talking Cars," 1175 "Taste so much like Swiss cheese they even TEWA Simons Palmer, 86 5 telemarketing, r509-13; 800 numbers, 660-61; in Germany, 666, 667; Gillette SX-70 cameras and color film, 1246 Talking OneStep cameras, 1247 have holes," 1117 TEWA Worldwide, 24, 808, 1132, lI34, I5l0-12; 900 numbers, r512-I3; Company and, 780, 1472; Goodyear SX-60 Receiver, 1240 Talking Tiles, l 5 5 6 "Tastes so good cats ask for it by name," lI76 overview, 1509-10; targeting and, Tire & Rubber Company and, r283, Sydney (Australia), 1035, 1437 Tall cigarettes, 223 r216 Tchibo coffee, 666, 1404-05 1495; United States Federal I689; government regulation of, 282, Sydney Gazette and New South Wales Talley, Thomas, Io79 taste tests, 461, 556 TCI. See Tele-Communications, Inc.; Communications Commission and, 283, 284, 298; grocery and Advertiser, Io5 Talman, William, 1229 "Taste why it's Dannon," 698 Telecomn1unications International IO> supermarket advertisers on, 704; hotels Sylvania Electric Products, Inc., 275 Talon, Inc., 922 Tata Chemicals, 843 TDS. See Transactional Data Solutions Telemarketing, I5lO. See also Call Center and, I573; humor on, 825, 827, 828; Sylvester, 1218 Talon zippers, 4 57 Tate, 9I3 "Teacher," 6I4 Solutions in India, 844, I252; in Indonesia, "Symbol of e-freedom," 40 Tambrands, Inc., 46~ 582, I275, 1277· Tatham, Arthur E., 1498, 1499 Teague, Walter Dorwin, 472, 473, 79I, 1182, Telemundo Television Group, Io2, I447, 1439; infomercials on, 84 5, 846-47; "Symbol of freedom," 40 See also Tan1pax Tatham Euro RSCG, 1500. See also Euro 1183 1448 integrated marketing and, 8 5 3; in Iran, "Symbol of service. The initials of a friend," "Tambrands. Women know," 582 RSCGTatham Agency Team, 589, 665, 666, 1404-05. See telephone-coincidental research, 986 1040; in Israel, 869, 870, 871; in Italy, also Team/BBDO 639 Tame cream rinse, 705 Tatham-Laird & Kudner, Inc., 159, 1279, Telephone Company, Ltd., 219 873, 1338; in Japan, 466, 878, 1338; Symmetrical Resources, Inc., 1436. See also Tamir Cohen {agency), 1535 l393,1498,1499,I500,r526 Team/BBDO, 330, 1404 Telephone Hou4 IOI jingles on, 1105-06; Johnson & Simmons Market Research Bureau Tampax, Inc., 577, 579, 580, 581, 562, 882; Tatham-Laird, Inc., 83, 707, 775, 8I9, TeamCanada,I6o6 telephones, cellular/mobile. See cellular Johnson and, 882, 883; S.C. Johnson Symons, John, 677 acquired by Procter & Gamble l497-15or. See also Tatham-Laird & Team France, 330 phones & Son, Inc., and, 884, 886; synaesthesia, 1093 Company, 1275, 1277 Kudner, Inc.; and color plate in volume Team One, 114 Tele-Pulse, I340 in Jordan, 1041, 1042, 1043; Kellogg syndicated market research, 983 "Tampax is a challenge to all women," 577 three Teapot Dome scandal, 920-21 Telerad, 1340 Company and, 892; I

1619; Miller Brewing Company and, 284, 298, 776, 780, 1315; United Terramycin, 1219 "Thank you HongkongBank," 814 Io52; Nabisco, Inc., and, 1115; States Federal Trade Commission and, Terrazas, Eduardo, 1581 "Think different," 86, 336, 1072, 1503 Company, l 59; in Argentina, 89, 94, "Thank you, PaineWebbe1;" 595, 596 National Football League and, 94, 9 5, 283, 284, 295, 297; United States Food Terry, Luther, 65, 946, 1228, 1368 "Think doomed," 3 3 6 I459; in Australia, 105, 1603, 1604; "Thank you very much," 248 964, 1016, 1229; NBC Television as and Drug Administration and, 1224; Terry, Shannon, 1582 "Thinking Americans today ... are not too and Benetton, l 593; and blacklisting, "That Day ls Here Again!," 577 pioneer in, 1395, 1396; and Nestle U.S. Steel Corporation and, 1283; Tesh, John, 1110 free with free speech," 7 5 183; boardroom of, 1182; in Brazil, Thatche1; Margaret, 396, 1252, 1385, I386 ThinkPad, 838 S.A., 1128; in Netherlands, 1132, variety shows on, 169 5; Volvo and, Tessier, Alain, 1022 206, 207, 209, 210, 1456; British "That's Bud-that's beer," 77 1134, 1135; in New Zealand, xo8; in 1614; Wade Advertising Agency and, Testa, Antonella, 1523 "Think small," 112, 165, 362, 788, 1191, Market Research Bureau subsidiary, That's Incredible! 572 1940s, 779-80; in 1950s, 784-86; 1619; Warner-Lambert and, 1637; Testa, Armando, 1522, 1523, 1524 1601, 1612 1022; and British Telecom, 219; and "That's what I've been waiting for," 1004 in 1960s, 790; in 1970s, 791, 792, Wells, Rich, Greene, Inc., and, 1648; Testa, Lidia, 1522 "Think when you drink," l7I Burger King Corporation, 128, 226, Thau (agency), 1151 793-94; in 1980s, 796, 797, 798; Westinghouse Electric Corporation Testa, Marco, 1523, 1524 "Think Young," 152, 787, 1198, 1199 228, 800, 1669; in Canada, 262, 263; theater, representations of advertising in, Norman, Craig & Kummel, Inc., and, and, 784, 1265, 1283, 1284; women Armando Testa (agency), 873, 1132, 1522-24 "Thirst knows no season," 340, 44 3 and Chase & Sanborn coffee, 366, 1087. See also Wisconsin Center for 1153; in Norway, 1151; in Oman, and, 1663, 1665-66; Xerox Gruppo Testa, 1523, 1524 $Jo Billion Negro (Gibson), 27 770, 1283; and Chesebrough-Pond's, Film and Theater Research 1041; Oscar Mayer & Company and, Corporation and, 1675-76, 1678; In Testa, 1523-24. See also Gruppo Testa thirtysomething, 1087 Inc., 288; and Chevron Corporation, Tl1eater in America, 1174 1177; Pcpperidge Farm, Inc., and, Yahoo! and, 1681; Yellow Pages Testa International, 1524 "This ad insults women," 1664 682; in China, 302, 570; Consumer Theiitrc illustre dupneu (Michelin), 1547 1194; pharmaceuticals on, 1224; compared to, 1684; Young & Studio Testa, I522 "This Bud's for you," 76, 78, 155, 164 Panel established by, 984; and Theatre Royal (Montreal), 1077 Philco Corporation and, 779, 780, Rubicam, Inc., and, 780, 1283, 1689, Tested Advertising Methods (Caples), 268, "This calls for Budweiser," 77 Continental Airlines, 3 6; and Helene The des Families, 722 "This Happy Land," 1201 1283; Philip Morris Companies and, 1690; and youth market, 31, 1694-95. 984 Curtis Industries, 707, 708; and Cutex, theglobe.com, 1248 "This is it," 444 1227; Polaroid Corporation and, See also commercials; presenters; testimonials, 554, 774, 1297; American 1352; and DeBeers Consolidated Theme, 929 1246; political advertising on, 1251, ratings Medical Association and, 1480; "This is Nazi brutality" (Shahn), I298, 1628 Mines, Inc., 456; and DirecTV Latin "Theme from The Magnificent Seven/' 1111 1252; political party conventions on, Television Act (1954, United Kingdon1), 1592 Stanley B. Resor and, 1353, l354i "This is the worst commercial on the Super America, 3 3; and Eastman Kodak Theo Brugiere. See under Brugiere r 690; presidential campaigns and Television Audience Measurement, Ltd., 1590 J. Walter Thompson Company and, Bowl," 514 Company, 28, 94, 507, 509, 510, 511, Theo. Hamm Brewing Company. See under debates on, 152, 1248, 1249, 1251, Television Bureau of Advertising, 1303-04 1532; Wendy's International, Inc., and, Tl1is ls Your FBI, 1638 816, 959, Io58, 1107, 1233, 1669; in Hamm 1251; Procter & Gamble Company Television Bureau of Canada, 265 1652. See also endorsement "This is your future. Don't leave it blank," Egypt, 21, 21; employment of Theory and Practice of Selling the Aga and,790,1270,1272, 1273-74, 1277, television commercials. See commercials testing methods, 1524-29 280 minorities at, 1056; in Eastern Europe, Cooker(D. Ogilvy), 1157 1284, 1451, 1453, 1648; production Televisi6n Espafiola, 1465, 1467; Testino, Mario, 567 This Is Your Life, 178 547; and financial services, 593; and Theo1y of Advertising (W.D. Scott), 984, of programs for, 1281, 1283-84; Contrapunto and, 394, 395 Tetley tea, 888 "This Magic Moment" (Drifters), 1107 Fleischmann's yeast, 769, 771, 1326, 1408, 1408 product placement and, 1285, 1286, Television Ne\VS Archive (Nashville Archive), Tetra Fish Food, 1215 "This way in," 8 5 5 1480; and Flintstones vitamins, 1046; Theory of the Leisure Class {Veblen), 392 1287; Prudential Insurance Company 1098, 1100 Texaco Hour, 1104 This Week With David Brinkley, 9 5 and Ford Motor Company, 94, I12, Theragran M, 5 26 and, 1301; public service advertising television sets, 378-79, 380, 382, 775, 784, Texaco, Inc., lI70, 1172, 1174, 1175, I310j "This wonderful power washer makes II3, 114, 605--06, 608-09, 610, 612, "There are shapes you simply can't improve on, 1315, 1316, 1420; in Qatar, 1041, 1089,1600 Almap/BBDO and, 48; McClelland \Vashing day a joy," 1003 807, 816, 959, 1669; in France, 6I9; on," 112 1042, 1043; quiz shows on, 152, Television without Frontiers Directive Barclay and, 840; Benton & Bowles, Thoman, Richard, l 679 and General Foods Corporation, 343, "There is no finish line," I141, 1653 660-61, 780, 786, 1284; and radio, (European Union), 298 Inc., and, 164; Collett Dickenson Thon1as, Ambrose, 535, 920, 953 344; and General Motors Corporation, "There is no good reason against good 1329, 1693, 1694; religion advertised Telia Mobile, lI93, 1391 Pearce and, 359; Cunningham & Thomas, Danny, I 64 105, 656, 680, I456, 1464; in insurance," 399 on, 1349; Remington Rand Telling, Edward R., I414 Thomas, Dave, 131, 1356, 1357, 1651, 1651, Germany, 66 5; and Gillette Company, Walsh and, 433, 435, 1172; D'Arcy "There is no spit in Creamo," 1189 Corporation and, 785, 833, 1284; Tellis, Gerard, 523, 800 Masius Benton & Bowles and, 44 7, 165 2. See also color plate in volume one 159; and global advertising, 680; and "There's a Ford in your future," 112, r53r, representations of advertising on, "Tell someone," 220 448; and design, 1183; DM9/DDB Thomas, John, 1005 B.R Goodrich Company, 668; and 1535 1086, 1087; retail advertising on, Telmex, Io29 and, 1458; Kudner Agency, Inc., and, Thomas, Lowell, 73 5 Goodyear Tire & Rubber Company, "There's just one word for beer: Schlitz-and l 3 6 3; Revlon Consumer Products Tel-Save Holdings, I5o6 780, 786, 846; racism at, Io56; and Thomas A. Edison Industries. See under 816, 1549, 1669; and green you know it," 1403 Corporation and, 786, 1153, 1619; Telstra, 145, 252 radio, 1172, 1283; and television, 399, Edison advertising, 529; and hard-sell "There's more for your life at Sears," 1416 R.J. Reynolds Tobacco Company and, Telsun Foundation, I675-76 780, 1172; "Your friendly Texaco Thomas Cook Travel. See under Cook advertising, 717; Hill and Knowlton, "There's more than a touch of to1norrow in 315, 1368; satellite, 382, 1040, 1041, Temerlin, J. Liener, I97 dealer," 433. See also color plate in Thomas Dixon. See under Dixon Inc., acquired by, 793, 816, 1311; the Rockets of today," 6 56 1042, 1043; in Saudi Arabia, 1040, Temerlin McClain, 1576; and American volume one Thomas Hedley & Company. See under and Hindustan Thompson Associates, "There's no such thing as a small disaster," 59 1042; Schlitz Brewing Company and, Airlines, 38, 39, 1576; Bozell & Jacobs Texaco Star Theater, 399, 780, 784, 786, 825, Hedley 842-43; and Holiday Inns Worldwide, "There's no way like the American way," 772 1402; Seagram Con1pany, Ltd., and, and, 197; and Nationwide Financial 846, 1172, 1283 Thomas J. Lipton, Inc. See under Lipton l57Ii and Hyatt International, 1573; "There's something magnetic about you, 172, 1418; and self-regulation, 1418, Services, Inc., 852; and Nortel Texas, 1349, 1571 Thomas Lee Company. See under Lee and IBM Corporation, 816, 836; Computape," 370 1419, 1420-21; and senior citizens Networks, I106; and Subaru America, Thomas Lee1ning & Company. See under in India, 842, 843; in Indonesia, 98; Texas, University of. See under University Thermasilk, 708 market, 1426; Seven-Up Company I654; True North Communications, Texas Centennial Exposition, 502 Leeming in Italy, 873; and S.C. Johnson & Son, Thermolite, 505 and, 1429; soap operas on, 1446, Inc., and, 199, 1576 Texas Instruments, 372, 959, 1013, 1540, Thomas Logan, Inc. See under Logan Inc., 886, 887, 887; and Kellogg "These are those pants," 940 1448; soap products on, 1451; in Ten1pest cars, 657 1 Thompson, Herbert, 1043 Company, 892, 893; and 543 Theumim, Moshe, 869 South Africa, 22; in South I(orea, Temple, Shirley, 912 Texas International Airlines, Inc., l 562 Thompson, James Walter, 1351, I530, 1531, Kimberly-Clark Corporation, 576, "They don't talk behind her back!," 577 1462, 1463, 1464; in Spain, 205, Templeton, Alec, Io44 Texas Pacific, 1410 1533; and Advertising Hall of Fame, 577, 901, 904, 1272; and Kraft Foods, "They do satisfy," 311, 945 1465, 1466, 1467, 1468; sports on, Tempo Pen, 589 Texas Tech University, 518 50; and Johnson &Johnson, 880, 88I; Inc., 914, 1178; and Kraft, Inc., 914; "They Laughed When I Sat down at the 1472, 1474; Standard Brands and, Tempo Productions, 82 Texize Chemicals, Inc., 73 l and magazine advertising, 7 5 5 and Kraft-Phenix Cheese Corporation, Piano, ... " 267, 1382 1481-82, 153 3; subliminal advertising Tempos (media-buying group), 1455 Tex Sun Citrus Exchange, 1562 ]. Walter Thompson Archive/Collection, 909,910,911,912,913,1178,1283; "They'll never guess what you've got up your and, 1490; in Sweden, 1151; in Syria, Tender Leaf Tea, 366, 1480, 1481, 1533 1098, 1099,1100 and Kraft-Walker Cheese Company, Textron, 779 sleeve," 581 1042; Tatham-Laird, Inc., and, 1498; "Tender to your taste," 963 Thackeray, William Makepeace, 224 J. Walter Thon1pson Company, 89, 159, 472, 1603, 1604; and Labatt Brewing "They're Dewars," 170 Texaco, Inc., and, 399, 780, 1172; , 1333 Thai Airways, 1462 473, 537, 587, 718, 756, 757, 775, Company, 916; and Lever Brothers "They're young ... They're in love ... And J. Walter Thompson Company and, Ten Group, 1438 Thaidumrong, Jureeporn, I3 59 781-82, 791, 792, 816, lOlo, lOI1, Company, 83, 538-39, 776, 934, 935, they kill people," 1082 780, 1283, 1481, 1482, 1533. l534i Tennant, Charles, 1043 1027, 1352, 1480, 1530-37, 1599. Thai International, 3 3 "Thick, Rich One," 730 936, 937, 938, 939, 947, I272, 1283, Timex watches on, 1539-40; Toyota Tennant, Don, z.36 1600; and account planning, 6, 1592; I352, 1450; and Liggett & Myers Thailand, 96, 97, 98, 354, 695, 1358-59 Thiele, Ed, 234 Motor Corporation and, l 5 5 2; toys Tennessee, 1510 Thale1; Linda Kaplan, 1650 and Ad Council, 14; in Africa, 24; and Tobacco Company, 946; and Thomas Thimus {strategic planning company), 1641 and ga1nes and, 1554, 1556, 1558; in Tennessee, University of. See under University "Thank Crunchie it's Friday," 248 African-Americans, 28; and Alas, J. Lipton, Inc., 83; and Listerine, 57, Thin Blade: Maxon, Inc., and, 1001 Turkey, 1041; in United Arab Emirates, Tennyson, Alfred, Lord, 61 "Thank goodness for Kleenex," 904 1465; and Alberto-Culver Company, 919, 1633; Lord, Geller, Federico & "Things go better with Coke," 339, 340, 1041, 1042; in United Kingdom, 298, Tequila (marketing agency), 830 159, 1500; and Fred Allen, 1084; and Partners, Inc., acquired by, 9 5 8; and "Thanks, Max," 411 1011 430,582,716,774,1328,1396,1590; Tequila Asia Pacific, 14 5 Thanks to the Yanks, 5 3 9 American Express Company, 1669; Lord, Geller, Federico, Einstein, Inc., "Think," 375 United States Federal Communications Te!-"cel cars, l 5 5 3 "Thank you for your support," 482, 485, and American Home Products 796, 958, 959; and Lorillard Tobacco "Think cheese-think Borden," 19 5 Commission and, 278, 282, 278, 283, Tercuman, 1041 Corporation, 5 5; and American Red Company, 961-62; and Lux toilet l3I7 "Think Dark," 3 2 Cross, 58-59; and Elizabeth Arden soap, 539, 666, 934, 935, 947, 1283, WALTER THOMPSON, S.A. INDEX I856 J. INDEX TOYS AND GAMES I8 57

I352; magazine catalog published by, r592, I593; and United States Anny, Tide detergent, 522, 821, 822, 875, 939, Interpublic, Inc., and, 538, .I659; and "To get/Away fron1'Hairy apes ... , " lI04 Toscani, Oliviero, 17, I9, I6o, r6I, I62, 402, 981, 1597; and mapping technologies, 1049; and United States Marine Corps, 1154, 1274, 1278; Benton & Bowles, Miles Laboratories, Inc., 104 5, 1046, "Together, McDonald's and you," 1015, 567, 569, 569. See also color plate in r699; and market research, 984, 985, 1050; and Vegemite, r603, 1604; and Inc., and, 446, 1274; Burrell 1223, 1620, 1621 1017 volinne one r353; and Maxwell House coffee, Warner-Lambert, 57, 9I9, 1633, 1634, Comn1unications Group, Inc., and, John H. Tinker & Partners, I 544. See also Toigo, Adolph, 93I, 932 Toshiba, 282, 526; in Argentina, 90; and 343-44, 13 52; and Miles Laboratories, I635, 1636; and Warner-Wellcon1e 240; "Cleanest clean under the sun," Jack Tinker & Partners Toigo, John, 180, 1198 computers, 373, 374; and digital Inc., ro46, 1545; and Miller Brewing Consumer Products, 132; women at, 1517; Compton Advertising, Inc., and, Tinker, Campbell-Ewald, Inc., 2r5, 2I7, 1546 Taiga, Oliver, 930 videodiscs, 38I, 382; Results Company, 159; and MindShare, ro2r; 1352, r656, 1657; and Woodbury's 366, 1274; package design for, r182, Tinker, Dodge & Delano, 255, 1545-46. See Toksvig, Frithjof, 1151 Advertising and, r359 and motivational research, 984; and facial soap, 407, 472, 761, 955, 1351, lr83; rivalry with Colgate-Palmolive also Tinker, Campbell-Ewald, Inc. Tokyo PR Service, 900 Tostitos Fiesta Bo\vl, 335 Motorola, Inc., 94; and multinational I449, I450, 1598; and Wool Company products, 354, r274; rivalry Tinker-Pritchard Wood Associates, 1545. See Tokyo Rose, 1296 Tostitos salsa, 5 57 campaigns, ro94; and multivitamins Secretariat, 570; WPP Group and, 6Io, with Lever Brothers Company also Tinker, Dodge & Delano Tokyu Agency, 878 Auto1natic Color, 378 targeted at children, 1046; and 680,796,807,809,8r6,959, Io21, products, 936, 1274; Ten1po Tintair, 2 7 5 toll broadcasting, 1325 Total cereal, 647, 65I Nash/Lafayette auton1obiles, rr2; 1166, I453, 1454, 1593, I602, 1668; Productions and, 82 Tio Pepe dry sherry. Sec color plate in volume "tolle Kiste," 376 TotalFinaElf, 33I, 332 1352; and Nestle S.A., 94, 1129, rr3r, and Wni. Wrigley Jr. Co1npany, r671; Tidewater Oil, 768 tl1ree Toll I-louse Morsels, I 584 totalitarianism, 1298 1465; in Netherlands, 1132; and Young & Rubicam, Inc., as rival to, Tidy Cat, r334 Tip Corporation, lI99· Sec also Mountain "Toll of water," 592 totaljobs,com, 360 Northern Telecom, 94; and 1690, I69r. See also J. Walter Tiegs, Cheryl, 4I1, 523, 1414 Dew Toma, Alberto, 136 "Totally organic experience," 708 Northwestern Mutual Life Insurance Thompson Archive/Collection; and Tiempo (agency), I465 Tipper, Harry, II70 To1n and Jerry, 83 Total toothpaste. See Colgate Total Company, 851; Ogilvy & Mather color plate in volu1ne t\VO Tiempo BBDO, r467, 1468 Tippett, W. Paul, Jr., 6.to to1nbstone ads, 492, 493, 593 To TeJl the Truth, 660 World-..vide, Inc., in failed merger talks J. Walter Tho111pson, S.A. (Spain), 204, 205, Tierney & Partners, 57, I576 TIRC. See Tobacco Industry Research Tombstone pizza, 908 Toten1 Pole brand, ro61 with, 1166; and One-A-Day Vitamins, I465, I468 Tiffany & Con1pany, 480, 958, r205 Committee Tom Corbett, Space Cadet, 9I3 Totino's Finer Foods, 653, I234, 1235 1545; and Oscar Mayer Foods ThompsonConnect, 1535 Tigerama, r174 tires, I546-49. See also color plates in "To men who want to quit work some day," T02, I248 Corporation, II77, II78; and Thompson Digital (South Korea), I535 Tigerino, l 174 volu1nes t1VO and three 267 Toubon La\v, See Loi Toubon Palmolive soap, 407; and Pepsi-Cola Thompson-Koch, 776 Tigert, Doug, l 3 04 Tiroleses (agency), I464, r465. See also To1n Mix Ralston Straight Shooters, I333 Toucan Sam (Froot Loops character), 892, Rold6s-Tiroleses Co1npany, 83, 228, 1343; and Pfizer, Thompson Medical Company, 581 Tilden, Bill, I 3 67 Tom Mix watches, r539 893 Inc., 1221; in Philippines, 98; and Tho1npson Total Branding, I535 Tilden, Samuel Jones, 224 Tisch, Laurence, r190 Ton1n1y Hilfige1: See under Hilfiger Touched by an Angel, r84 Phillips Oil Company, rI73; and Lydia "Thompson T-square," 1353, 1532 Tile-Tex, 861 Tish, 82I Tomorro1v Never Dies, 534 Touch-10ne, ro2 Pinkham's Vegetable Compound, "Thompson Way," 205 Tilton, Elizabeth, 4 3 l Titus Moody, 1194, II96 Tom Sutton International Exchange Program. "Toughest job you'll ever love," r 5 r 597; and Pond's Extract Company, Thomson, William, r226 Tilton, Theodore, 4 3 l TiVo, 683 See under Sutton Toulouse-Lautrec, Henri de, 470, 616, 620, 288, 289, 407, 1351-52, r353; Thomson Consumer Electronics, 382 Timberland Company: Leagas Delaney TMI (agency), I535 Tone Brothers, 1520 756, 839 Population and Its Distribution, 762, Thomson-Houston Company, 636. See also Partnership, Ltd., and, 926 TMP Worldwide, l l 3 2 Tonette, 705 , Io91 984; and PPGH, II32; and Prince General Electric Company Tin1e, 765, 968, 977, 978, 980; Batten Barton TlvIX watches, i543 Tongnip Shinnn1n, I461 tourism. Sec travel and tourism Matchabclli, I204, I204; and Procter Thomson Sverige, 1193 Durstine & Osborn and, r5I; Buick TN Media, 803, 102I, I 576 Tongyang Confectionery Corporation, 286 Tourist camera, 509 & Gamble Company, 1272, I35I; and Thomson Travel Group, 1193, II93 Motor Company and, Ir2; and TNT (TV network), 1578 Toni Co1npany, 239, 602, 676, 705, 779 Tourneau, Inc., 973 Prudential Insurance Company, r301, Thorn Birds, 277 demographic research, 459; Fallon TN Technologies, 323, 1069, 1575, r576 Tonic 360, 1535 To\ve1; John, 1692 1302; psychology at, r687; and public Thornton, Charles "Tex," 608 McElligott and, 562; international Toaster Bus, 1604 TonightSho1v, 77, 444, 785, 1045, 1246, Towel Girl, 970 relations, 793, I3rr; and Quaker Oats Thothmic machines, r582 editions of, 982; Radio Ranch , I236 1515, r552, 1642 Tower Magazines, 775 Company, .r59, I3I9; and Qwest 3Com, 287 Productions and, 824 "Toast of the town" (tag line), IIl4 Tonka Corporation, l 560. See also Tonka "To\ver of strength," 1301 Communications, x59; and radio, 438, 3Com Park, 335, 553 Tiine Advertising, 1066 Toast of the Toivn, I81, 305, 606, 780, 825, Trucks Towle, Patrick J., 470, 642 537,769,770,771,776,128I-82, "Three-Dollar Shoe Man," 566 time banking, 1020 895 Tonka Trucks, 1556 Towle Manufacturing, 970-71 r282,I283,I326,I48r,I688;and Three-in-I Oil, 54 Time Computers, 739 tobacco: An1erican Tobacco Company and, Tony the Tiger, 155, 785, 1099, 1268, r470; To\vn & Country {autoinobiles), 303, 304, Radio Corporation of America, 3 77, Three Little Kittens, 964 "Time for a Pentium II processor?," 855 61, 62, 942; Bro\vn & Willia1nson Leo Burnett Company, Inc., and, 309 378, 379, 380; and Red Cross Shoes, Three Little Pigs watches, 1539 time franchises, 1283, l64I Tobacco Corporation and, 221, 223; 82-83, 231, 236, 237, 475, 892, To1v11 & Co1111try(1nagazine), 726, 943 566; Helen Lansdowne and Stanley B. 3M Company, 292, 445, 446, 697 Time, Inc., 772, 800, 968, 969, 1686. See also Liggett & Myers Tobacco Company 1469 To1vn ffall Tonight, r64, 2II, 866, 1641, Resor at, I350, r35I, x352, 1353, "Three 1nillion a day," 337, 340 AOL Time Warner; Fortune; Life; and, 942; in r9th century, 754-55; in Tooheys bee1; 1075 r688 I599, 1657; and Rolex, 94; and Three-Minute Oats, 44I Time; Time-Life; Ti1ne Warner United Kingdo1n, T592. See also Tool (rock band), 1092 Townsend, Lynn A., 305 Scandinavian Mink Association, 971, 3 Musketeers, 990, 99 5 Tin1e-Life, 68, 1336, 1673. See also cigarettes "Tool for n1odern times," 373, 836 Townsend, Robert, 117, 452 971; and Schick, r40I; and Schlitz Three Sig1na Research, I436. See also Time, Inc.; Time Warner Tobacco Industry Research Committee, 315, tools, 1239 To1vnscnd & Townsend, 774, 9 57 Brewing Company, r403; and Scott Sim1nons Market Research Bureau Times New Roman typeface, I583 741,946,1227,r367,1368 Tootsie Roll, 491 Town Talk, I270 Paper Company, 901, 902; and Sears, 365 Corporation, 739 Tilnes of London, 325-26; acquired by News 10bacco Institute, 66, 946, I229, I368 "Top Guns," 5 3 toxic shock syndro1ne, 387, 580, 800, 1275 Roebuck & Company, 159, 8r6, 1416, "Three Stages of Man," 1603 Corporation, ro96; Rainey Kelly "Tobacco is Whacko," 965. See also color Topic chocolate, 739 Toy Manufacturers of the United States, l 5 54, 1669; and Seven-Up Company, 174, thrift institutions, 59 5 Ca1npbell Roalfe and, I593 plate in volu1ne t1-vo Top Job, 180, 82I r555 I429, T431; and Shakey's Pizza, 226; Thrifty car rental, 308 "Times of Your Life," 5 IO, 5 Io, r107, IS 3 5 Tobacco Products Corporation, 1226 Top Tunes and Ne\v Talent, 696 Toyopet cars, r13, i550 and Shell Oil Con1pany, 159, r172; Thriller (video; Jackson), 1092, (album) 1520 Time to Live, 1446 Tobacco Trust, 61, 3Io, 942, 943, 961, 1226, Topolewski, Gary, lI5 "Toyota juinps," x55I and soft-sell advertising, 718; in South Throneberry, Marv, r473 Time Warner, Inc., 67, 68, 309, 800, I4ll, r365 Toppe1; 32 10yota Motor Corporation, 1r3-14, 1107, Korea, 1463; in Spain, 203-04, 1464, Through lvfany Windo1vs (Woodward), r34 r578. See also AOL Time Warner Tobata Casting Company, Ltd., I 143· See also Torasso, 92 I146, 1550-53; Colcnso and, 349; r465; and Sprint Corporation, 1505, Thunderbird cars, 608, 609 "Time wasted in healthcare," 5 r4 Nissan Motor Company "Torches of Freedom March," 64, 312, 584 Dance1; Fitzgerald, Sample and, l 507; and Standard Brands, 344, 769, Thunderbolt cars, 303 Timex Corporation, 1537-43. See also color Tobler, 618 Torme, Mel, _i108 lI3-14, I388; and General Motors 771,776,I326,I480,1481;and "Thunder on Sycan1ore Street" (Rose), plate in volume one "To bring the \valves out ... ," 449 Toronto, 1606 Corporation, 364, 658; and global Sunbeam, 159; and Swift & Company, I283-84 Timex watches, 463, 490, 562, 784, 785, Today {TV sho\v), 525, 785, 1004, 1246, , 916, 9I7 advertising, 68I; Honda Motor 1215; and Sylvania Electric Products, Thurber, Hal H., I6I9 I259. See also Timex Corporation l266,r284,.r368,r515,1642 10ronto Maple Leafs, 262, 975 Company as rival to, 813; in japan, Inc., 275; and Talent Associates, Ltd., Thurbe1; James, 841 Tim Horton's, r652 Today contraceptive sponge, 581 Toronto Rape Crisis Centre, 1606 878; Publicis and, 1308; targeting 1284; and Teledyne, 682; and Thurman, Uma, 1205 Timonen, Mikko, 6.I3 Today ls Ours, 1446 Toronto Raptors, 917 hon1osexuals, 1062; in Thailand, 96 television, 780, 1283, 148.I, r482, Thurmond, Strom, I7I Tinker, John H. ("Jack"), Sor, r543-44, Today's Children, I235, 1446 "Torpid liver," 268-69 Toyota Motor Sales USA, Inc., 1r3, 122, 1514; and Timex Corporation, 1540; Thyssen, August, 665 1545. 1546 todaysmilitary.com, Io51 Torre Lazur McCann Healthcare Worldwide, r550 and Uncle Ben's, 1659; and Unicharm, Thyssen, Fritz, 665 Jack Tinker & Partners, 922, ro46, 1047, "Today the pits, tomorrow the wrinkles," 623 I007 "Toys," Il4 582; and Unilever, 94, ro5, 1272; and Tia, Robert, and Anna, x205 1543-46, I62Ij and Alka-Seltzer, 41, Tod1nan, Bill, I83 Tortoise (rock band), 1110 Toy Safety Act (1984, United States), 386 Union Central Life Insurance Tianjin (China), 299 452, 79I, 922, I045, I046, I223, Todolandia, 92 torture tests, 46r, 463, 490, 554, 784, toys and games, i553-6I; burger companies Company, 593; in United Kingdom, Tick Tock Toys, 868 1647, 1648, 1659; and design, 494; "To Do List for the Planet," 504 I539-40,J.542 and, 226; and children, 296-97; I858 TOYS & NOVELTIES INDEX INDEX UNION DIME SAVINGS BANK I8 59

cigarette companies and, 317; Citroen Trailblazer vehicles, 68, 1690 Trinaranjus, 2 70, 394 Truth Well Told (Stewart Alter/McCann­ 20 Mule Team Borax, 1008 "Unbelievable world of Panda," 590 and, 319; as collectibles, 355-57; and trailers for motion pictures, Io79 Trinh Thi Ngo, 1049-50 Erickson World,vide Advertising), 86I, Twenty-One, 660, 786, 1515 "Unchained Goddess," IOI ethics, 543; government regulation of, "Train," 136 Trinity Motors, 1375-76 1008, 1010 Twenty Thousand Years in Sing Sing, I638 "Unchained Melody" (Righteous Brothers), 385, 386, 692; in Greece, 692; oil "Training Camp," 803 Tripp, Carolyn, 525 "Try it, you'll like it," 42, 1046, 1648 2ol2_0, 95, 1426 1107 companies and, rr74; Quaker Oats Trajan typeface, 1584 Trippe, Juan, 35, 36 Ts'ai Lun, 1580 "Twice as much for a nickel," lI98, I260 Uncle Ben's rice, 159; African-Americans and, Company and, I 3 20. See also color Traktor {production company), Il5I Triscuit wafers, 1113, I1I4, 1117 "Tsk, Tsk, Tsk. Wisk, Wisk, Wisk," 938 "Twice as much for a penny more," l l 9 8 1057; D'Arcy-MacManus & Masius plate in volume three Trane Company, 1498 Triumph cigarettes, 965 TSS. See toxic shock syndrome Twice as Nice shan1poo, 937 and, 445; Mars, Inc., and, 990, 991, Toys & Novelties (magazine), 1556 Transactional Data Solutions, I436 Triumph des Willens, 1298-99 T360 trucks, 812 Twilight Zone (television program), 1689 993, 995; J. Walter Thompson Toys 'R' Us, 15 54, 1560, 1650; Deutsch, Inc., Trans-Canada Air Lines, 33. See also Trix, 83, 647, 6 51, 652. See also color plate in T 28 telephones, 5 3 4 Twinkies. See Hostess Twinkies Company and, 1659 and, 477; and Juvenile Diabetes Air Canada vol11me two T-26 Type Foundry, 1584 "Twinkle, Twinkle, Little Star," 727 Uncle Sam, 431, 839, 1297, 1580, 1598. Foundation, 5 5 2; Scali, McCabe, transference, 1297 Trix Rabbit, 6 52. See also color plate in Tube Rose tobacco, 223 Twin Six cars, lI88 See also color plates in volumes one Slaves and, 1399; and Trident for Kids transfonnational advertising, 1213-14 volume two Tubular Bells (Oldfield), 1607 Twist ofLe1non (Stephens), 1083 and three chewing gum, 1634 Trans-Lux, 494 Trois Suissess, 332 Tucker, Bill, 966 Twitchell, James B., 336 "Uncle Sam is calling you ... ," I198 Toy Yearbook (Toy Manufacturers of the Transogram Company, 1554, 1556, 1558 Trojan condoms, 270, 577 Tucker, Geoffrey, I237 Twix, 445, 993, 995 "Uncola," 74, 792, 1535 United States), 1554 Transportation Display, Inc., 1180 Trone Advertising Agency, 169, I369 Tuesday Team, 1251 Twizzlers, 734 Underdog, 6 5 2 TPI, 1340 Transtar (radio network), 133I Trooper II, II4 Tulsa (Oklahoma), 27 "Two all-beef patties special sauce lettuce Under the Radar (Kirshenbaum and Bond), T Plan, 204 Trans World Airlines, Inc., 35, 37, 38, 40, Troost, Hubert, 66 5 Tums, 775, 1382 cheese pickles onions on a sesame seed 906 TPS. See "Tease 'em, please 'cm, and seize 239, 923, 1648; and fare war, 2I7; and Troost Campbell-Ewald, 136, 665, 666 Tune, Tommy, 567, 1568 bun," Io15, 13 5 5. Sec also color plate Undenvire, Io33 'em" Hertz Corporation, 735; and Hilton ,Trop-Artic motor oil, II73 Tungli, Marta, 5 48 in volu1ne two Uneeda biscuits, 756, 760, 1113, I597· Tracer Razors, 1401 Hotels Corporation, I574; and Tropicana, 164, 401, 447,604, I20I Tunisia, 20, 21, 22, 23, 1038 "Two Fords are even better than one!," 783 See also color plate in volume two tracking research, 983-84 Polaroid Corporation, I247 Trotman, Alexander, 612 Tunstall, Jeremy, 428 Two Horse Brand, 94I UNESCO. See United Nations Educational, Traction cars, 3 21 Trasoff, Victor, 473 Trotter, John Scott, 911 TV Tupi, 208 Twombly, Carol, 1584 Scientific, and Cultural Organization Trac II, 676, 989 Travelall, 68 Trout, Jack, 1260, I44I Turkey, 60, 1038, Io41 "Two, two, two mints in one," 1634 unfairness in advertising, 690 Tracy, Shelley, I 5 6 r travel and tourism, I569--75; in Australia, Trout, Robert, 259, 672, 1189, 1190, I329 Turkish Elegantes cigarettes, 3Io Tydol-Veedol, I85 "Unfinished lunch," 41 Tracy, Spencer, 196 448; in Canada, 265-66; in Seychelles, Troy typeface, 1583 Turkiye Radio & Televizyon Kurumu, 1041 Ty, Inc., 3 5 5, 3 56, 357, I3 56. See also Unibanco, 1459, 1640 Tracy-Locke/BBDO, I562, I563 830; in South Africa, 829. TRS-80 computer, 372, 373, 794, 1033 Turkmenistan, I376 Beanie Babies Unicall, 3 70 Tracy-Locke Con1pany, Inc., I56I-63; and See also airlines TRT. See Turkiye Radio & Televizyon Turn and Pull watches, I543 Tylenol, 42, 73, 3 64, 792, 800, 882-83, I3 I2. Unicef. See United Nations Children's Fund Borden, Inc., I95; and Frito-Lay, Inc., Travel Channel, 273 Kurumu Turnbo-Malone, Annie M., 409 See also color plate in volume tivo Unicharm, 582 929; Geyer, Cornell & Newell, Inc., Travelers Aid Society, 1352 Trudeau, Pierre Elliott, 1606 Turner, Fred, 1015 Tyler, Bill, 236 Unification Church, 163 2 and, 672; and Princess Cruises, I 573 Travelers Insurance Company, 45, I427, "True," Io2, I505 Turner, Graham, 5 Tyler Taxi, lI75 Uniform Commercial Code {United States), Tracy-Locke-Dawson Advertising, I74, 1428 True cigarettes, 446, 602, 932, 964, 965, Turner, Hawley, 63 3 Type A cars, 318 694 I56I Travel Weekly, 978, lI20 1229 Turner, Kathleen, 228 typography, IS79-84. See also color plate in Uniform Sales Act {United States), 694 trade cards, 747, 862-63, 963, I596. See also Travis, Peter, 360 "True colors," 511, 5I2, 557 Turner, Lana, 525 volume three Unilever, 933-39, 947, 967, 1453i in color plate in volu1ne 011e Travis, Randy, 59 "True Milwaukee beer flavor," I403 Turner, Robert Edward ("Ted"), 72I, Io97, Tyson, Irwin, 1069 Africa, 24; in Argentina, 92; Trademark Act (1905, United States), 431 Travisano, Ron, 457 True North Communications, Inc., 199, 323, 1190, 1577-79, 1657 Tyson, Mike, 1268 Chesebrough-Pond's, Inc., acquired by, Trade1nark Act (1946, United States). travissully, 360 604, 649, 808, 1056, I069, 1575--77; Turner, Sebastian, 1406 O.S. Tyson & Company, Inc., 1069 288, 290; in Eastern Europe, 546-47; See Lanham Trademark Act Trea & STB, II5I and Bayer Bess Vanderwarker, I4 7, Turner, Tina, 1201, 1349 "T-zone," 539 formulaic advertising by, 328; and trademarks, 3 8 5; and cultural symbols, 43 lj Treacher, Arthur, I 3 57 148, 175, 1321; and Bozell Jacobs Turner Broadcasting System, Inc., 847, 113 l. global advertising, 680, 68I, 145I; design and, 470, 756; Intel Arthur Treacher's Fish and Chips, 1357 Kenyon & Eckhardt, 604, 808, 817, See also Cartoon Network; CNN; UAE. See United Arab Emirates and Hindustan Lever, 843; Interpublic Corporation policy on, 8 54; legal Treasure of the Sierra Madre, 87, 1059 897; and Bozell Sawyer Miller Group, Time Warner; TNT; WTBS UAL, Inc., 737, 1574. See also United Airlines Group of Companies and, 808; in Italy, issues around, 928, 929, I270; of Levi Treasury Men in Action, lOII I311; and Campbell Soup Company, Turner Foundation, I578 UAP, 549 873; in Latin America, 1278; Lintas as Strauss & Company, 941; and Treasury of Christmas Ornaments, 3 5 5 261; and Chiat/Day/Mojo, Io75; and Turner Network Television. See TNT ubiquity of advertising. See clutter and ad house agency of, 105, 808, 947, 949, packaging, II81; of Pepsi-Cola "Treat instead of a treatment," 93I DaimlerChrysler, 807; FCB Worldwide "Turning Milk into a Meal," 404 ubiquity Io95, I465; McCann-Erickson, Inc., Company, II97i of Pillsbury Company Trebeck, Alex. See color plate in volume one and, 287, 807, 862; and global Turnoff Week, 334, 336 Uecker, Bob, 1473 and, Io11; in Netherlands, 1132, and predecessors, 1234; of Procter & Treidlc1; Adolph, IIO advertising, 682; Interpublic Group of Turn of the Screlv {television production), 895 UFC. See United Fruit Company 1133; Ogilvy & Mather Worldwide, Gamble Company, I270; of Trembath, Gordon, 252 Companies and, I99, 477, 604, 807, Turnure, Arthur B., Il20 Uganda, 23 Inc., and, 159, 924, 1166, 1669; Schweppes, 1406; of Travelers Trendex, lo, 1339 862, 897, I013, 1021, I028, 1201, Turtle Wax, 489 "Ugly," 112, 788 Results Advertising and, 1358; in Insurance Company, 1427. "Trend Today Is to Du Maurier," 1605 I31I,1478,1668,1669,I692;and TV Azteca S.A. de C.V. See under Azteca U-Haul International, 1I26, i684 Spain, 1465; SSC&B-Lintas See also logos Trenet, Charles, 722 S.C. Johnson & Son, Inc., 887; and TV dinners, 1183, 1392, I498 UI-Il<~ 780 International part-owned by, 949; Trade Mart, Inc., 452 Trevino, Lee, I09I Publicis, 604, 8I6-17, 1077, 1306, TVE. See Televisi6n Espaiiola "Uh-Huh," I200, I317 J. Walter Tho1npson Co1npany and, trade publications, 1563-67 Triangle Publications, 1693. 1308; and Springer & Jacoby, 1478; TV Gazeta. See under Gazeta "Uh-oh, SpaghettiOs," 26I 94, 105, I272, I533, 1535> 1669; in trading cards, 224, 225 See also Seventeen and TN Media, 803, 1021 TV Globo. See under Globo Uilot Media, 1623 United Kingdom, I594; WPP Group trading stamps, 702 triangulation, I3 23 True Stories, 408 TV Guide, 977, 980, 1426, 1432 Ukraine, I3 76 and, I669. See also All detergent; Traffic Audit Bureau, 99 Triarc Beverage Companies, Inc., 173, I77, Trun1an, Harry S: William Burnett Benton "TV Is Good," 292 Ukrtorgreklama, I378 Elizabeth Arden Company; Bestfoods; traffic flow analysis in retail stores, 1291 477. See also Royal Crown Cola; and, I65; and defense spending, 778; TV North Sea, I 13 4 Ulka (agency), 842 Birdseye Foods; Close-up toothpaste; Tragos, Bill, 5, l 5 8 Snapple on impact of political advertising, TV Tupi, 208 Ullman, Tracy, 523 Helene Curtis Industries; Dove soap; Tragos, Bonnange, Wiesendanger, Ajroldi, Triathlon watches, 1542 I249, 1251; and n1argarine, 740; and TWA. See Trans World Airlines, Inc. Ullmark, Hans, 1037 Faberge; Calvin Klein fragrances; I37· See also under TBWA Agencia Tributaria, 39 5 steel industry, 741; Warwick & Legler, "Twelve Days of Christmas," lilO "Ultimate driving machine," 69, 558, 949, Klondike ice crea1n; Lux toilet soap; Trahey, Jane, 567, I567-69, 1657 Tricon Global Restaurants, I357, I363. Inc., and, I638 Twentietl1 Century, l30I 1260 Pears' soap; Pepsodent Company; Jane Trahey Associates, Inc., I567, 1657 See also I

Union Hotel (New York City), IS69 patent medicines in, 75I, 762; posters youth market, r693. See also color United States Federal Conununications 937; and Listerine, 690, 795, l6or, United States National Guard, Io49 Union Oil Company, 234 in, 756; propaganda by, 1296; radio in, plate in volun1e one Commission, 2I3, 278, 927; and I632; and Microsoft Corporation, United States National Highway Traffic Safety Union Publishing Company, II8 765, 767, 1325, ISI3i regulation of United States Army Air Force. See United cigarettes, 66, 315, 946, r229, I368; Io33, 1034; and Miles Laboratories, Administration, I4, 15, 599 Uni6n Radio (Spain), 1465 sexism in, 5 87; sports in, 692; States Air Force and 800 numbers, Io2; Fairness Inc., 41, 1044; and multivitan1ins United States National Institute of Diabetes Union Trust Con1pany, 740 telecommunications in, 218-19; United States Army Signal Corps, 1048 Doctrine of, 586, 946, r229, I368, advertised to children, 284; and and Digestive and Kidney Diseases, unique selling proposition, 257, 717, 1260, telemarketing in, Isl l; television in, United States Bicentennial, 1045, r620 Is 20; and maxin1um length of Novartis, 405; and Panasonic I646 1291; of Anacin, 72, 73, 1345; Ted 298, 430, S82, 7I6, 774, I328, I396, United States Bill of Rights, 401, 692. Sec also commercial breaks, s20, 846; and televisions, 379; and Procter & United States National Labor Relations Bates & Company, Inc., and, 1153, I5I3, ISIS, I517, ISI8, r52I; First An1endment; Fourteenth newspapers, 77s; and NTSC format, Gan1ble Company, 345, r275; and Board, 389, 390 _(345; Rosser Reeves and, 257, 717, women in, I666; in World War I, Amendment 779; and product placement, I28 s; product placement, I287; and Rapid United States National Park Service, 432 786, 1223, 1345-46, 1590; in United 1297; in World War II, Io48. See also United States Bureau of Alcohol, Tobacco and and public service broadcasting, I3r5; Shave Crcatn, r41, 689, 928, I4l7i United States National Recovery Kingdom, 1590, 1592 England; Northern Ireland; Scotland; Firearms, 691, I472 and quiz shows, I284, ISIS; and and Scali, McCabe, Slaves, 1399, Administration, r28, 38 5, 473, 772 Uniroyal-Goodrich Tire Company, 1549 Wales United States Bureau of Consumer Protection, radio, 278, 775, 776, 780, I328, r6IS; and Scars, Roebuck & United States National Register of Historic Uniroyal, Inc., 452, 1375, 1549 United l(ingdom Air Transport Licensing 403 I329-30, I331, r332; and stereotypes Co1npany, 689; and self-regulation, Places, 884 Uniroyal Tires, 1549 Board, 2I5 United States Bureau of the Census, 279-8r, of women, 586; and subliminal 14I7, r418, I42lj and soap products, United States Navy, ro50, ros1; A1nerican Unistar (radio network), 1331 United Kingdon1 Central Office of 369, 831 advertising, I490, 1492; and 14Sii and Standard Brands, I4I7, Association of Advertising Agencies Unisys, 1576 Information, r39r United States Centers for Disease Control and tcle1narketing, rs13; and television, r48r; and Standard Oil of California, and, 53; Bates Worldwide and, 498; unit audit reports, 979 United l(ingdo1n Enen1y Propaganda Prevention, 59, 800, r646 278, 282, 283, 284, 298, 494, 712, 530; and stereotypes of wo1nen, 586; Batten Barton Durstine & Osborn and, United Airlines, 33, 36, 37, 38, 39, 40, rrr:t; Departn1ent, 1047 United States Chamber of Commerce, r49 776, 780, I284, I396, 1490, rs1s, and sweepstakes, I8 s-86; and 267; Christy Girls and, Io47-48; and N.W. Ayer & Son, Inc., and, 125; Leo United I(ingdon1 General Post Office, 2I9 United States Civil Aeronautics Board, 2I7 IS58, 1600 telemarketing, 15Io, ISl1j and Goodyear Tire & Rubber Company, Burnett Compahy, Inc., and, 37, 39, United Kingdon1 Health Education Authority, United States Coast Guard, 99r. See also United States Federal Interagency Forum on Warner-Lambert, 403, 405, 690, 1632; 1S48; MacManus, John & Adams, 234,238,563,1111,1261,r442;and 1S93 color plate in volume tivo Aging-Related Statistics, Io63 and weight-loss products and plans, Inc., and, 1049. See also color plate in Chicago Bulls, 553; CKS Group and, United Kingdom Health Education Council, United States Committee on Public United States Hederal Trade Commission, 384, I646; and J.B. Williams Company, volume tlvo 3 2 3; Vince Cullers Advertising, Inc., I388, r592. Sec also United Kingdom Infonnation, 53, 58, 431, 47I, 762, 385, 386, 400, 688, 689, 690-91, 694, 66I, 662; and Xerox Corporation, United States Office of Consumer Affairs, s30 426; Fallon McElligott and, 39, 563; Health Education Authority 839, Io47, r297, I3IO, l3I4, r62s, 927,9s5,993, l4I7, r6oo;and I676; and Young··& Rubica1n, Inc., United States Office of Facts and Figures, "Friendly Skies," 37, 37, 39, IIII, United Kingdom Ministry of Inforn1ation, 1627 Acne-Statin, I269; and Alka-Seltzer, 2I4 1627 1440, I442i Joe Pytka and, x317; 1047 United States Congress, 283, 284 41, Io44; and Ainerican Advertising United States Food and Drug Administration, United States Office of National Drug Control "Rhapsody in Blue" {Gerslnvin) used United Methodist Church, 28 United States Constitution, 277. See also First Federation, 3 8 8; and A1nerican I-Io me 269, s25-26, 927, l22I, 1600; and Policy, 49, l3I5-16 by, 39, II07, IIIlj and Starbucks United Methodist Communications, 28 Amendment; United States Bill of Products Corporation, 56, 73, 795; Alka-Seltzer, 42; and An1erican I'Io1ne United States Office of Price Administration, Coffee Company, 347; UAL, Inc., and, United Motors Corporation, 654. See also Rights and American Tobacco Co1npany, 95 5; Products Corporation, s6, 73; and 23 l, 779, I63I 737 General Motors Corporation United States Consumer Product Safety and America Online, Inc.'s merger with Benylin, I632; and Boots United States Office of Price Stabilization, 740 United Alloy Steel, 740 United Nations, 478, 586-87, r46I-62, Com1nission, 386 Ti1ne-Warner, Inc., 68; and Anahist Pharmaceuticals, 1223-24; and United States Office of the Coordinator of United Arab Emirates, 1039, ro41, Io42 r578, r675-76 United States Council on Environmental Co1npany, Inc., 211; and analgesics, Carnation Co1npany infant formulas, Inter-American Affairs, 207, 958, x456 United Artists, 776, ro8o. See also MGM!UA United Nations Children's Fund, 552 Quality, 3 8 6 56, 795; and Ted Bates & Company, r13r; and Celebrex, 12I9; and United States Office of War Information, 399, Entertainment Company United Nations Educational, Scientific, and United States Declaration of Independence, Inc., I4I, 214, 928, _r346; and Batten cigarettes, 316, 691; and cosmetics, 778,78I,I314,r627-28 United Auto Group, r32 Cultural Organization, I65, s86-87 325 Barton Durstine & Osborn, 154, 403; 408; herbal remedies not regulated by, United States Peace Corps, 14, IS United Biscuits (Holdings) pk., 926 United Nations Security Council, 742 United States Department of Agriculture, 19 5, and Pat Boone, 1269; and Borden, Inc., I635; and Listerine, I633; and Miles United States Postal Service: and Black-No­ United Brands, 490, 49r. See also United Negro College Fund, I3, 15, I3I5 385, 387, 68s r95; and Bristol-Myers Company, 56, Laboratories, Inc., 42; and 1v1onsanto More, 409; and Esq11ire, 77s; FCB Chiquita Banana United Parcel Service, Inc., 69, 967, r336 United States Department of Comn1erce, 5r6 2II, 214, 866, 868; and Campbell Che1nical Company, r2r9; and Direct World\vide and, I 576; and legal United Business Media, 1022 United Presbyterian Church, 824 United States Department of Defense, 28, 804 Soup Company, 261-62, 403, 730, oattneal, 132I; and Olestra, I277; and issues, 927; and telemarketing, ISIO; United Center (Chicago), 553 United Press, 46 5 United States Department of Housing and 14I7; and cannakers, 6Io, 699, I399, Peritrate; and Perrier, I206-07; and Wunderman, Ricotta & Kline and, "United Colors/Colours," 28, 567, 569. United Press International, 465 Urban Develop1nent, 69r l61s; and Carter's Little Liver Pills, Pfize1; Inc., 12I9; and pharmaceuticals, I673; and zip codes, 1673, I697, r698 See also color plate in volume one United Productions of America, 82, 83 United States Department of Justice: and 269, 1346, r417; and cereal 2I4, 69I, r223, r224, 1225, 1635; United States Presidential Advisory United Distillers & Vintners, r3 58. See also United Service Organizations, 895 American Association of Advertising companies, s43, 644; and children's and Procter & Gan1ble Company, 387, Co1nmittee on Public Interest of Digital Johnnie Walker whiskey United States, IS94-I602. See also under Agencies, I4I7; and commission television, 283, 284, 295, 297, 1558; r277; and Quaker Oats Co1npany, Television Broadcasters, 284 United Fruit Co1npany, loo, ro59. See also U.S.; USA system, 36r; and General Electric and cigarette companies, 66, 222, 223, 132Ij and Rezulin, 1637; and Rufen, United States Railroad Test Con1mission, 893 Chiquita Brands International, Inc. United States Advertising, 112 Company, I396; and IBM 3I5, S39, 542, 690, 69I, 945, 946, 1223; and self-regulation, r417; United States Rural Electrification United Independent Broadcasters, II89. United States Air Force, 445, 672, 990, 99I, Corporation, 834; and MCI 96I, 963, 1228-29, 1367; and coffee tests for drug effectiveness, 56; and Ad1ninistration, 473 See also CBS Io49, roso, l05I WorldCom, 1507; and Microsoft companies, 64 5; and Colgate­ Warner-La1nbert, I632, 1633, 1635, United States Securities and Exchange United Kingdom, r585-94; alcoholic United States Armed Forces, Io50, rosr. Corporation, 1033, ro34, 1035, 1037; Palmolive Company, 689, 928; and r637 Comn1ission, 387; and Robert beverages in, 17I; candy and chocolate See also Armed Forces Radio Service and National Association of comparative advertising, 44, 3 62, United States Forest Service, rs, 600, 603, Louis-Dreyfus, I389; and Prudential in, 478; censuses in, 279; cigarette sales United States Army, I28, x29, 439, 900, 99r, Broadcasters, 846, 1420; and outdoor 792-93, II25; and comparative sales 1300, I315. See also S1nokey Bear Securities, 130I-02; and Marty Snyder, to children in, 3 xo; coffee in, 344; 1048, 1049, ro50, lOSI; American advertising for cigarettes, r230; and figures, 963; and consumer movement, United States Health Care Financing 524; and securities advertising, 69I; comparative advertising in, 362, 365; Association of Advertising Agencies tele1narketing, I 5Io 387; and cosmetics, 408; and Administration, 526 and tombstone ads, 492, S93i and cos1netics in, 407; diamond rings in, and, S3i "Arn1y of one," I5 5, ro49, United States Departn1ent of Transportation, corrective advertising, 403; and United States House of Representatives Warner-La1nbert, 1632; and Young & 4 5 5; Eastman I(odak Company in Io5I; Committee on the Classification 2I5, 2I8, 1145 demonstrations, 463-64; and W.B. Un-American Activities Co1nmittee, Rubicam, Inc., I686 patent dispute in, 5ro; and empire, of Personnel, 1409; George United States Department of Wai; Io48 Doner & Company, 490; and r80-81, 39I United States Shipping Board, 920, 921 756-57, 764; feminine hygiene and Washington Coffee Refining Con1pany United States Division of Pictorial Publicity, European Union, 692; and fe1ninine United States Information Service, 165 United States Social Security Administration, intimacy products in, 581, 582, 583; and, 343; and Gillette Con1pany, 674; 47r, 762, 839, Io47, r3I4, 1625, hygiene sprays, s86; and Firestone Tire United States Internal Revenue Service, 778, I4 Ford Motor Con1pany in, 609, Io63; "I Want You for U.S. Army" (Flagg), I627 & Rubber Con1pany, 599; and r429, r631 United States Supreme Court, 69I-92; and France compared to, 6I6, 617, 6I8; 47I, 47r,. 839, 1047, Io48, r297, United States Environ1nental Protection Fleischmann's yeast, 14I7, r481; and United States Library of Congress, IlOl American Tobacco Company, 942; and General Motors Corporation in, 6 5 6; _r_580, I599• r627; and Maytag Agency, I4, 387, 530, 812 General Foods Corporation, 644, 64 5; United States Marine Corps, 1050, I535 Ted Bates & Company, Inc., 928; and and global advertising, 679, 680; Corporation, roo3; motor convoy United States Equal Employment Opportunity and Geritol, 661, 662; and Good United States National Aeronautics and Space Carter's Little Liver Pills, 269; and humor in, 825, 827; and India, 842; from Washington, D.C., to San Commission, Io54 Housekeeping Seal, 774; and green Administration, r75, 379, r633 caveat e1nptor principle, 688; and legal issues in, 930; 1nagazine Francisco (1919), II70; Procter & United States Farm Security Ad1ninistration, advertising, S 3 o; and Grey Advertising United States National Co1nmission on Colgate-Palmolive Company, 928; and advertising in, 980; military advertising Gan1ble Company and, r449; r232 Agency, Inc., 699; and he1norrhoid Consumer Finance, 3 8 s color television standards, I396; and in, 1047, Io48, 1051; in r9th century, wristwatches for, 1537; Young & United States Federal Bureau of Investigation, remedies, 56; and infomercials, 84s; United States National Endowment for co1nmercial speech, 277-78, 692, 694, 750-51; nonalcoholic beverages in, 8; Rubicam, Inc., and, l05r, I669; and I8o-8_r, 882-83 I and Lever Brothers Company, 936, Children's Educational Television, 284 795, 927; and corporate advertising, l I862 UNITED STATES SURGEON GENERAL INDEX INDEX VODKA I863

400; and E.I. Du Pont de Nen1ours & "Unusual uses of Ivory soap" (Procter & U.S. Trust, 3 80 Van Maanen, 1I34 221-22, 223, 946, 1228; Vince Cullers Virgin Atlantic Airlines, 218, 1062, 1607-08, Company, 502; and Esquire, 775; and Gamble Co1npany), 874 USWeb/CKS, 322, 323~24, 1028 Van Munching, Leo, Jr., 726, 727 Advertising, Inc., and, 426; filters on, I6o8, r609 General Motors Corporation, 654; and UOL,48 US West, 56I, 1506 Van Munching, Leo, Sr., 726 6 5, 94 5; health claims for, 962; Virgin clothing, 1608 lotteries, 694; and outdoor advertising, UP. See United Press U.S. World Cup team (soccer), 526 Van Munching Company, Inc., 727 Post-Keyes-Gardner, Inc., and, I263 Virgin cola, I607, 1608 69I, Ir8o; and Procter & Gamble UPA. See United Productions of America U.S. Youth Soccer Organization, I148 Vano, 82I Vick, Ed, 69 Virgin Direct, I6o8 Company, 1275; and Standard Oil UPC. See Universal Product Code scanners Utica Club beer, 922 Vantage cigarettes, I229, 1368 Vickers, Adrian, 1 Virgin Group, r 608 Company, 818; and steel companies, Updike, Daniel Berkeley, 471 utilitarianism, 542 Van Zijl & Schultze, Lund & Tredoux, I159 Vickers, Rex, 1605 Virginia, 692, I 571 74r; and Tobacco Trust, 942, 1365; UPI. See United Press International Uzbekistan, I3 76 Varig (airline), 33 Vickers & Benson, 342, 1605-07; and Virginia Gazette, 3 2 5 and United States Federal Trade Upjohn. See Pharmacia & Upjohn, Inc. Vasata, Vilim, 665 Bristol-Myers of Canada, 214; and Virginian, 213 Commission, 689, 928 UPN Network, Io96 "Vacation excursion that is larger than life," hair tonic, Ioo8, I444 Distillers Corporation-Seagrams, Ltd., Virginia Rounds, 314. See also Virginia Slims United States Surgeon General, 65, 689, 963, Upper Deck reports (Mediamark Research, 266 Vaseline Intensive Care, 288 I410; and Dominion Seven-Up Virginia Slims, 236, 312, 3I4, 946, 1213, r228,r368,r601 Inc.), 1024 Vache qui rit, 618 Vaseline petroleum jelly, 288, 407, 412, 1008 Company, 143I 1229, 1260, 1368 United States Treasury, 426, 1631 UPS. See United Parcel Service, Inc. vacuum cleaners, 638 Vassar chewing gum, I670 Vickers & Benson Arnold, Inc., I6o6 Virginia Slims Tennis Tournament, 5 52, I229, United States v. Edge Broadcasting, 694 Upson, Stuart, 51, 440 Vagrancy Act (1824, United Kingdom), 1589 Vaughan, Denny, I605 Vickers & Benson Direct, 1606-07 1230 United States Wage Stabilization Board, "Up There Cazaly," 252 Vail, Theodore, 100 Vaughan, J. Bryan, 1605 Vicks, 42, 668 Virgin Islands, I571 Vaughan, Norman, 248 740-41 Uptown cigarettes, 1259, 1497, I66o Vaisse Lardin et Associes, 930 Victoria, 726 Virgin Megastores, 1607 United States War Manpower Commission, "Up, up, and away," I648 Valencia (Spain), I465, I468 Vauxhall Motors, Ltd., 6 56. See also General Victorian Butter Creams, 990 Virgin Mobile, 1607, I6o8 1657 Urban Coalition/Crisis in the Cities Valenstein, Lawrence, 697, 1054 Motors Corporation Victoria's Secret, 276, 569, 862, 865, I476; Virgin Net, I 608 United States Won1en's Army Corps, 53 Campaign, 15 Valentine's Day, 1293 V-chip, 284 perfume by, I205; sex in advertising Virgin Records, I 607 United Stations, r 3 3 I. See also Unistar Urban League. See National Urban League Valentine v. Chrestensen, 171, 692 Veblen, Thorstein, 392 for, I434 Virgin Trains, 1607, 1608 United Way of America, 14, 15, 1606 Ure, Midge, IllO Valentino, 1237 Vega cars, 305, I552, I6II Victor Talking Machine Company, 378, 378 virtual advertising, 335 "United we win," 1298 "Urgent," II08 Valeriano Perez & Sons. See undei· Perez Vegemite, I603-04 Victor Th. Engwall & Company KB. See Visa (credit cards): Bank.Americard Univac, 369, 63I, 83I, 833 Urich, Robert, 44 5 Valet Company, IOOI. See also Gillette Vegetable Co1npound. See under Pinkham under Engwall relaunched as, 59 5; BBDO Worldwide, Univas, 435, 544, 723, 793, I124 Ursuline Sisters, 1349 Company Vehil, Luisa, 90 Victory Parade of Spotlight Bands, 339 Inc., and, I28o; in Com1nonwealth of Universal (Mexico), I032 Uruguay, 582, 1458 Valiant cars, I52, 305, 306 V-8 (beverage), 26I, 262 Victrola, 378, 378 Independent States, r375; Frankel & Universal Automatic Computer. See Univac U.S.; USA. See also under United States Valiant Lady, 1446 V-8 engines, 304, 656 VIC-20 computers, 372 Company and, 853; Hongkong and Universal McCann, 803, I02I USA Basketball, 574 "Valis," I640 Vel, 539, 540, 932 Vidal Sassoon. See under Sassoon Shanghai Banking Corporation and, Universal McCann Korea, I463 USA Cable Network, 58I Vallee, Rudy: Fleischmann's yeast and, 769, Veln1ans, Loet, 741 videocassettes and video recorders, 380, 796, 8r4; "Identity," 328; negative Universal Music Group, 1411 US Airways, 40 77I, I326, 1481, 1533; on Kraft Veltman, Martin, 588 797, 798; in Middle East, Io42, 1043. advertising aimed at American Express Universal Pictures, 220, 734, 739, I411, I696 USA Today, 1I36, 1474 Music Hall, 911 Velveeta, 914 See also digital videodiscs; music Company by, I125; and Olympic "Universal Pill" (patent medicine), 75 I USA Weeekend, 977 VALS geodemographic models, 458, Io23, Velvet Joe (Velvet Tobacco character), 942 videos Games, 5 52; Scars, Roebuck & Universal Product Code scanners, I1-12, 987, U.S. Catholic Conference, 56, 742 1305, I699 Velvet Tobacco, 942, 1661 Videodex, 1340 Company and, I4I 6; and sports, 147 4; Io23,I622 U.S. Communications Company, I 3 3 6 "value engineering." See planned Venable, Willis, 3 3 6 video news releases, I520 Young & Rubicam, Inc., and, 3 2. universities: and education in advertising, "USDA Choice," I95, 385 obsolescence Vendre, 618 Video Research, I338 See also color plate in volume two 5I7-I9; and education in integrated "Use Ajax the foaming cleanser/' IIII ValueFlash.com, I674 Venezuela, 679, 1458, I666 Video Storyboard tests, 52 5, I 5 28 "Visability," 8I4 marketing communications, 853; "Use it up, wear it out, make it do, or do Values and Lifestyles Segmentation. See VALS "Venga del aire o del Sol., , ," 9r Videotown USA, 4 3 3 Visa GTI cars, 3 2I International Advertising Association without," 5 3 geodemographic models Ventura, Ray, 722 Viele, Peter G., 146 Visa USA. See Visa (credit cards) and, 856, 857; and Internet, 858; in User Friendly Churches (Barna), I348 Value Television, 273 Verified Audit Circulation Corporation, 104, Vietna1n, 680, 692. See also Vietnan1 War Visine, 1219 Israel, 869 uses-and-gratification model, 999-Iooo Van Brunt Advertising, 1613 979, I565 Vietnam Wa1; 58, 505, Io47, 1049, 1050, Vision geodemographic model, 1023 University of Advertising (J. Walter "Use Sapolio," 752 Van Camp Seafood Company, I 3 3 3 Veritas (agency), 1464, 1465 I300. See also color plate in volu1ne VISTA, I579 Thompson Company), 1353 "Use 3 lights at the old cost of one," 6 3 8 Van Camp soups, 761, 955, 1182 Veritas Communications, 809 one visual merchandising, I290-91 University of Chicago, I 64 U.S. Football League, 683 Vance Pidgeon & Associates, 230 Verizon Communications, 1506, 1507 Viewpoint (Ogilvy & Mather Worldwide, Vitabath, 1451 University of Colorado, 519 USO. See United Service Organizations Vancouver Grizzlies, 9I7 Verklin, David, 1370 Inc.), II62, I166 Vitale, Dick, 822 University of Florida, I7 5 U.S. Olympic Committee, 526, 658-59. V&B. See Vickers & Benson Vernel fabric softener, 589 vignettes, 5 5 6 Vitalis, 213, 214, I123 University of Illinois, 443, 518 See also Olympic Games Van de Kamp frozen fish, 1235, 1236 Lillian Vernon, 274, 480 Vileda, 271 vitamins. See multivitamins University of Iowa, Ioo4 USP. See unique selling proposition Vanderberg, Arthur, 772, 774, 1I48 Versace (apparel), 1434 Villa Charla, 102 "Vita-tone," Io88 University of Kentucky, 5 1 8 U.S. Rubber Company, 253, 450, 759, I549 Vanderbilt, Mrs. Reginald, I 3 52 C. Verson & Sons, Ltd., 756 Village Voice, 1096 Vitos cereal, I234-35 University of Minnesota, I234 U.S. School of Music, 267, I382 Vanderbilt, William I-Ienry, 3 8 3 Vertov, Dziga, ro8o Villante, Richard, 989 , 330, 1207 University of Missouri, 517, 5I8, 761 U.S. Soccer Federation, 526 Vanderbilt University (Nashville, Tennessee), Verve, IlIO ,934 Vitulli, Peter, I32I University of Pennsylvania, 5 I 7 U.S. Sprint. See Sprint Corporation 1098 very high frequency. See VHF Vimms, 781 Viva, 92 University of Tennessee, 518 U.S.S.R. See Soviet Union Vanderbyl, Michael, 1582 Vesp're Silhouette, 582 Vina San Pedro. See under San Pedro "Viva Espafia," 2 7 I University of Texas, 518, 1098, IlOl U.S. Steel Corporation: Batten Barton VanderLans, Rudy, I 5 8 3 Vetere, Barry, 4 5 Vince Cullers Advertising, Inc. See under Vivendi, S.A., I41L See also Vivendi University ofWiscon~in, Io99-1100 Durstine & Osborn and, 267, 1515; Vanderwarker, Anthony, I47, I48 Veto deodorant, 1I5 4 Cullers Universal Univers typeface, 1583 Compton Advertising, Inc., and, 366; Van Doren, Charles, 786, I515 VF Corporation, 865, 940 Vinci, Leonardo da. See under Leonardo Vivendi Universal, 551, 724, 1411, I696. Univision, 1448 corporate advertising by, 399; and Van Doren, Harold, 473 VHF, 780 Vincit, 90 See also Havas Advertising; Universal UniWorld Group, Inc., 28, 119, 1054; and television, I52, 1283, I515; "We're V&S Vin & Sprit AB, 3, 5. See also Absolut VHS, 380 Vintage Airlines, 1607 Pictures Burger King Corporation, 228; and involved," 1444 vodka; and colol'plate in volume one Viacom, I096, 1696. See also CBS; Comedy Vintners International, 1268. See also Paul "Vladimir," 848 Eastman Kodak Company, 511; and U.S. Steel Hour, I 5 2, 15 15 Van Dyke, Dick, 164, I99, 790, 897, 964 Central; Infinity Broadcasting; MTV Masson Vineyards V. La Rosa & Sons, Inc. See under La Rosa Mars, Inc., 995 "Us Tareyton smokers would rather fight than Van Dyck cigars, 715 Via Digital (Spain), I468 Vinton, Bobby, 1107 Vlasic Foods International, 262, 491 Grupo Uno, 93 switch," 151 Van Ess Laboratories, 7I, 73 Viagra, I2I9-20, I225, 1521 Vinton, Wil, 83 VLI Corporation, 581 Unocal, 1175 U.S. Telecom Association, 1507 Vangelis, I36 Via Rail (Canada), 266 Wil Vinton Studios, 8 3 Vneshtorgreklan1a, I3 78 Uno Mas Uno (Mexico), Io32 U.S. Telephone Association: "Call them on Van Gogh, :Vincent, 168-69, 470 Via Voice 98, 1503 Vioxx, I225 VNR. See video news releases Unsafe at Any Speed (Nader), 383, 385, 694 it," I5o6. See also U.S. Telecom Van Halen, I106, 1Io8 Vibrancy, 707 Viper cars, II4, 309 VNU. Sec Dutch Association of Unsell campaign, 1050 Association Van Houten, 24 7 Vicary, James McDonald, 1492, 1517 VirDen, Ray, 931 Communication Agencies "Unswitchables," 66 U.S. Time Corporation, 490, 696, I539-40, Vaniqa cream, 214 Viceroy cigarettes: Ted Bates & Co1npany Virgin, 157, 951, 1593, 1607-09. See also V.O. {whiskey), I410 Untermeyer, Louis, 183 I639. See also Timex Corporation "Vanishing American," 2 3 4 and, I40, 221-22; Brown & Virgin Atlantic Airlines Vodafone Group, 681, 873 Untisal, 90 U.S. Tobacco Company, 487 Vanity Fair, 1I20 Williamson Tobacco Corporation and, Virgin Active, 1608, 1609 vodka, 3, 1411 I864 VOGUE INDEX INDEX J.M. WEBB & ASSOCIATES I865

Vogue: in France, 6I8; in United Kingdom, "Vorsprung durch Technik," l 3 7-3 8 and, 960; Marsteller, Inc., and, 997; Information, 399; "Use it up, wear it "Warning! Our homes arc in danger no\vl," Waterbury Watch Cotnpany, 1537 r667; in United States, r120, 1204, Vorwerk, Wolfgang, 66 5 support for I(astor, I-Iilton, Chesley, out, 1nake it do, or do without," 53; _co48, 1298 Watercolors watches, 1542 1579,1664 Vos & Reichberg, 1335 Clifford & Atherton in Regimen fraud and war bonds, 1048, r63r. See also Warnock, C. Gayle, 608 Waterford cigarettes, 65 Voice, 50 Voyager minivans, 3 08 case, 1644 Ad Council "War of the Worlds" (radio production), 259, Waterman, Dennis, 249 Voice of America, 165 V2, 738 Wal-Mart Stores, Inc., 1416, I62I-23; war bonds, 53, 88, 99, 503, 778, II98, I628, 1283, 1534 Watennan, Nonnan, 379 Voice of Firestone, 598, 785, 1549, 1642 Louis Vuitton, 570 advertising spending of, 1362; and I629-3I; Borden, Inc., and, I93; IBM "War on Drugs," r28 Waterman, Willard, 9 I I Voice of Firestone Tclcvucs, 598-99, r 549, VW. See Volkswagen average-income consumers, 4 59; and Corporation and, 83 r; in United \Var Plotters of\Vall Street, 1297 Waterman Advertising, 379 1642 "VW-Kiifer. Er lauft und Jauft und lauft ... ," e-commerce, 5 r 6; and fashion and Kingdom, I589; War Advertising warranties, 694 Watkins, Robert, 4r, 1620 voice response analysis, I 5 28 666 apparel, 570; green advertising by, Council and, ro48; Wm. Wrigley Jr. Warrener, Ian, 71 5 W. Atlee Burpee. Sec 11nder Burpee Voices of the lvlillen11i11m, 1148 "VW runs-and runs-and runs," l l 2 5 30; and grocery industry sales, 703; in Cotnpany and, r 670. See also Liberty Warren's shoe blacking, 750, r585-86 Watson, Bob, 1384 "Voice with a smile," 129 VZ. See Van Zijl & Schultze, Lund & Mexico, 1029; and retail advertising, Bonds War Savings Progran1, r63I. Sec also war Watson,JohnB.,984, I353, 1533, 1687 Voicllo, 135 Tredoux 1360; and White Cloud, I277 War Con1es to .Ainerica, I299 bonds Watson, Stuart, 988 Volare cars, 306 Wal-Mart Superstores, 703 Ward, Aaron Montgo1nery, 273, 755, 1597 Warsaw Collection of Business Americana, Watson, Thomas]., Jr., lo, 834 Volkswagen, 111-12, 454, 790, 1610-14, WAC. See War Advertising Council Walmsley, Willia1n, 610 Ward, Artemus, 819 1101 Watson, Thomas J., Sr., 83I, 833, 834 1615; "Affordability," 191; Almap Wackerbarth, Horst, 667 Walpole, Jim, 1075 Ward, Jay, 148, 652 "War to end all wars," 1297 Wausau Insurance, 419 and, 47, 48, 1458; Arnold WACS. See United States Women's Army Walrath, Willian1 B., Jr., 1I77 Montgon1ery Ward & Company:' and African­ Warwick, H. Paul, 274, I638, 1639 Wave ca1neras, I247 I Communications, Inc., and, 1179, Corps Walsh, Frederick H., 433, 435, 79I An1ericans, 27; and N.W. Ayer & Son, Warwick, Joe, 1606 Waverly blankets, 446 I• 124r; Boase Massimi Pollit and, 189, Wade, Albert G., 1619 Walsh, J.T., 1086 Inc., 128; catalogs, 273, 755, I413; Warwick, John P., 1639 "Waves of Green" (Deaborn Motor I' 191; and Chrysler Corporation, 307; Wade, Albert G., II, 1046 Walsh, William I., 700 D'Arcy Masius Benton & Bowles and, Warwick, JR., 274, I638 Corporation), 606 "Da Da Da" (Trio) used by, 1110; Wade, Albert G., III ("Jeff"), 4I, 1545, l6i9, George Walsh Con1pany, 5 3 6 44 7; DDB Needham Worldwide and, Warwick Advertising, Inc., 727, 1638, 1639. Wayagmack Wood Pulp, 1062 "Day Tripper" (Beatles) used by, 1106; 1620, I62I Walt Disney Company; Walt Disney World. 454; and direct 1narketing, 480, 754; Sec also Warwick, Baker & Fiore "Way Ahead," 908 Doyle Dane Bernbach, Inc., and, 112, Wade, Walte1; i619 Sec unde1· Disney Maxon, Inc., and, rooI; rivalry with Wanvick & Associates, 1606 Waylon Company, 79 113, 165, 166,362,449-50,451,454, Wade Advertising Agency, 239, 1619-2I; and \Valt Disney's Wonderful World of Color, Sears, Roebuck & Company, I413, Warwick & Legler, Inc., 274, 1637-39; and Wayne, John, 940 665, 666, 680, 681, 718, 788, 790, Miles Laboratories, Inc., 41, Io44, 1397 r4r4 Revlon Consu1ner Products Wayne and Shuster, r 60 5 II68, II9I, I5I8, I60Ij "Funeral," 1045, 1046, 1544, I545 Walter, John, 3 2 5 Jay Ward Studios, 83 Corporation, 1191; and U.S. Time "Way the world works," 574 482; and prelaunch publicity, I3 I2; Waggener Edstrotn, 13I2 Walter Baker's. See under Baker's Ward Wheelock Company, 140, 259, 26I Corporation, 490, I539 Way \Ve Were, I84 Ratto Agency and, I343; Rightford, Wagner, Honus, 676 Walters, Barbara, 9 5, 16 57 Ware, Chris, 841 Warwick, Baker & Fiore, 685, 1638, 1639. W.B. Doner & Co1npany. See under Doner Searle-Tripp & Makin and, II59; in W'.-1gon Train, III5 Walters, Julie, 249 Warhol, Andy, 473, 788; and Absolut vodka, See also Warwick, Baker & O'Neill WB Network, r695, I696 Spain, r468; "Start Mc Up," Io35-36; Wahlstrom & Company, r577 Walter Wei1: Sec under Weir 5, I256; and Campbell Soup Company Wanvick, Baker & O'Neill, 629, 1638, 1639 W/Brasil Publicidade, 486, 496, 14 59, on television, I52I; Tracy-Locke "Waist Deep in the Big Muddy"{Seeger), 184 Walton, Rob, 1622 cans, 259, 788, 841, I259; illustrations Warwick International Partners, 1639 1639-41 Company, Inc., and, I562; and United Wait, Pearl, 642 Walton, Sam, 1621 for I. Miller & Sons, 841 Warwick Public Relations, 1607 WBRZ-TV, 460 States Federal Trade Cotnmission, 6Io; "Wait reducing machine," 596 M.B. Walton, Inc., 520-21 Waring, Fred, I51, 944, 1366 Warwick, Welsh & Miller, Inc., 1638, 1639. WCBS-T\I, 58I "Volks\vagen does it again," I440; Waits, Tom, 929 Waltons, I99, 897, r558 Waring & LaRosa, Inc., I206, 1207, See also Warwick Advertising, Inc, wcco, 648, 650 "VW-IGifer. Er liiuft und liiuft und Wajang margarine, 589 "Waltzing Matilda," 105 1559 Wasey, George, 536, 537 WCFL, 767 1auft ... , " 666. See also color plate in Wakeman, Frederic, 237, 600-01, Io84, I449 Wan1pum canned food, ro6I "Warms you, heart and soul," 1321 Wasey, Louis R., 535, 536, 537, 538, 953, WCRS. See Wight Collins Rutherford Scott irolume three "Wake up, England!," 1589 Wanadoo, 395 Warnaco, 72r, 863, 865 1384 W.D. & I-I.O. Wills. Sec 11nder Wills Volks\vagen de Mexico S.A., 1612 "Wakeup flavor! But no caffeine," rr29 Wanamaker, John, 566, 753, 781, 1596, Warne, Colston, 390, 391 Wascy &Jefferson & Company, 535. Sec also WD-40, 827 Volkswagen of America. See Volkswagen Waldie, Alan, 3 5 8 1602,r623-25 Warner, I. DeVer, 863 Erwin, Wasey & Company W. Duke Sons and Cotnpany. Sec 11nde1· Duke Volkswagenwerk AG. See Volkswagen Waldo, Ruth, 1352, I532 Wanan1aker & Brown, 1623 Warner, Lucien, 863 Wasey, Pritchard, Wood & Quadrant, Ltd., WEAF, 786-69, 776, I396; AT&T Voltaren, 5 2 5 Waldron, Allen, Henry & Thompson, I56 John Wanamaker & Co1npany, I28, 1596, William R. Warner & Co1npany, 1632, 1638. 538 Corporation and, 100, 768-69, I28r, Voltron, 84 Wales, 279. Sec also United Kingdo1n 1623 See also Warner-Hudnut, Inc. Washburn, Cadwallader C., 646, 647 I325, 1396; pioneering radio Volvo, 6r4, I6I4-I7; Abbott Mead Vickers/ Wales Rugby League Team, 880 Wander Company, 438, 439 Warner & Swasey Con1pany, I? Washburn Crosby Co1npany, 438, 647, 648, advertisements on, 333, 768, 846, BBDO and, 2; Ally & Gargano and, Walgreen Company, 14I4, 1501 W&L. See Waring & LaRosa, Inc. Warner Bros., 87, 111, 896, ro79; America 649-50; and C.A. Pillsbury & lI04, 1599; Procter & Gamble 45, 79I; Carl Ally, Inc., and, 43, 44; Walker, C.J. Breedlove, 409 Wang Laboratories, 7 4 3, 7 44, 7 44 Online, Inc., and, 68; anin1ation, 623; Company, 1234, 1235; and women, Company and, I272; and ratings, com1nercials for, 483; and ethics, 543; Walker, Henry, 7 4 7 "Wanted! For 1nunler. I-Ier careless talk costs Blain-Tho1npson Company and, 1080; r66I. See also General Mills 1338 Euro RSCG Worldwide and, 2; Ford Walker, Nancy, 821, 1276, I277, 1469 lives," 1048 collectibles, 3 57. See also AOL Time Washburn Crosby Cooking School, 64 9 "We all have our \Vinning points. Let Weight Motor Company and, 44, 610, 737, Walkc1; Robert "Barney," 65, 66, 3I4 "Wanted: Men of Character," 735 Warner; Time Warner, Inc.; WB W.A. Sheaffer Pen Company. See nnder Watchers show you yours," 1644 807; Forsman & Bodenfors and, 613, W.S. Walker Advertising, 538 "Want to come up for a drink sotnetime?," Network; Warner Bros. Seven Arts; Sheaffer WealthWise, rr 6I4, 6I5, 6I5, II49; "HotWired and, Fred Walker & Company Pty., Ltd., r603. I70 Warner Communications, Inc. washing machine companies, TOO} "Wealthy," 970 804; Messner Vetere Berger McNamee See also Kraft-Walker Cheese "Want to know \vhat comes between n1e and Warner Bros. Company (intimate apparel), Washington, George, 1595 "We ans\ver to a higher authority," 1399 Sch1netterer/Euro RSCG and, 614, Co1npany; Vegemite my Calvins? Nothing!," 567, 8I8, 863. See also Warnaco \Vashington Post, 19 "We arc Dodge. An An1erican revolution," 807, 1281; and Park Ridge Hiram Walker & Sons, 1007 1432 Warner Bros, Seven Arts, 305 Washington Redskins Stadiu1n/FedEx Field, 308 Corporation, 737; Partners, Walker Group/CNI, 1668 "Wantu Wasuri," 426, 427 Warner Communications, Inc., 474, 800 574 W. Earle Bothwell, Inc. See under Bothwell Gothenburg and, 6I3; and Madame Walker Products Company, 409 war, impact on advertising of, I625-29. Warner Home Video, 382 W'.-1shingto11 Ti"n1es, 19 Weaver, Sigourney, 5 2 3 photography, 1232; Joe Pytka and, Walker's Deluxe Bourbon, 84 l See also Civil War; Korean War; Warner-Hudnut, Inc., 919, i632. See also "Was ist neue Typgraphie?," (Dexcl), .r580 Weaver, Sylvester L. ("Pat"), Jr., 785, 1641-42; I3I7; reputation for safety of, 2, 554, Walking the Tightrope (H. Rogers), 1310 Spanish-American War; Vietnatn War; Warner-Lambert "Wassup?," 79, 860 Best Seat in the I-louse, 770; at NBC r260; Scali, McCabe, Slaves and, Walkn1an, 380, 382, 799, I69r, 1696 War Advertising Council; war bonds; Warner-Lambert, 57, 1219, 1220-2i, 140I, \Vaste lvlakers (V. Packard), 118 5, 1186 Television, r4r, 351, 712, 785, 1284, 1397, 1399; and seat belts, 113; United Wall, Michael, 348, 349 World War I; World War II 1632-37; Ted Bates & Company, Inc., Was Tl1ere a Pepsi Generation before Pepsi I 690; and magazine forn1at for States Federal Trade Commission and, Wallace, DeWitt, 800 War Advertising Council, 231, 600, 778, and, 57, I43, 919, 1223; William Esty Jnyented It? (I-Iollander and Germain), programming, 1284, r515; and I399 Wallace, John, 269 Io48, I6oo, 1629; American Red & Company, Inc., and, 540, 93I; 1693 television specials, 712; at Young & Volvo 850 GLT cars, 1617 Wallace, Mike, 314, 1266 Cross and, 58; Association of National McCann-Erickson, Inc., and, 1008; watches, 1540 Rubicam, Inc., 351, 78 5, r282, 1688, "Volvo for life," 1617 Wallace &Draeger, 318 Advertisers, Inc., and, 99, 1048; and United States Federal Trade "Watch for falling prices," r62I-22 1690 Volvo I22S cars, I6I5 \Vall Street journal, II36, 1564; Batten D'Arcy Advertising Company, Inc., Commission, 403, 405, 690. Sec also "Watch 'n' Win," 186-87 WebAdEx, 13 Volvo 769 cars, I6I5 Barton Durstine & Osborn and, 267; and, 443; Chester J. LaRoche and, I4, Listerine "Watch the Fords go by," 110 WebAudit, 13 Vo mack Advertising, 2 7 "Daily diary of the Atnerican dream," 1006, 13I4, 1627, 163I, 1689;and Warner Music, 68 Waterbury Clock Company, 1537, 1539. Webb, Sidney, 763 Vons stores, 703 i442; Fallon McElligott Rice and, 561; public service advertising, 13r4, 1315; Warner Simpson Advertising, r 3 5 5-5 6 See also Ingersoll-Waterbury Webb, Todd, 1154 Voorhees, Donald, 399 Lord, Geller, Federico, Einstein, Inc., and United States Office of War Warner-Wcllcome Consumer Products, 132 Company; U.S. Time Corporation J.M. Webb & Associates, 1556 r866 WEBBER INDEX INDEX WHITE CASTIE r 8 67

Webber, Andrew Lloyd, I386 Welch's Grape Juice Company, 299, 34I, 758. and senior citizens n1arket, I424; Weber, Carl Maria von, r I 14 and, 44 5; Gallup & Robinson, Inc., What Is to Be Done? (Lenin). SeeShto Delyat See also Welch's Grape Soda "Where's the beef?," 31, 431, 440, "When victory is won, you may expect even Weber, Larry, 862 and, 63 5; Ketchum, MacLeod & What Kids Buy and Why {Acuff), 29 5 Welch's Grape Soda, I584 482,483,624,625,800,825,827, better GE electric servants," 639 Weber & S0rensen, rr5r Grove, Inc., and, 630, 898; logo of, "What'll you have? Pabst Blue Ribbon," 236, "When you care enough to send the very "Welcome her \Vhen she calls," l l 8 I125, 1259, I354> I357> I388, 1424, Weber Public Relations Worldwide, 862. 1582; McCann-Erickson, Inc., and, 1104, 1638 Weld, Louis, Ioio 1440. See also color plate in volume best," 602, 710, 711, 712, 7I4 630, 720, 1004, IOlI; Mingo-Jones See also Weber Shandwick Worldwide "We learned to use the Bendix G-I5 computer one Wl1at's My Line?, 183, 785, 1284 "When you find this on the back, you know and, 1660; and NBC Radio, loo; and What-S Nelv, 962 Weber Shandwick Worldwide, 862, r3rr, in just four hours," 370 "Wendy's kind of people," 165I you've got a seal of approval," 714 radio, 767; and Radio Corporation of Whatsoever a Man Solveth, I296 1312 Welfare (agency), 1077 Wendy's Old-Fashioned Hamburgers, l65I, "When you're done kidding around­ WebMD.com, 514 America, 630, 1325; and Radiola, 769; "What the world is coming to," 8I3 "We listen better," 610 I652. See also Wendy's International, Heineken," 727 and television, 784, 1265, 1283, I284, Web net, Ir 3 5 Welk, Lawrence, 305, 660, 696, Io88, 1422 Inc. "What the World Needs Now," lI08 "When you're out of Schlitz, you're out of I515; Wells, Rich, Greene, Inc., and, "What this country needs is more women in Web Price Index, 1566 "We'll be there," 60 Wendy Wagon, II? 5 beer," I403 923; "You can be sure if it's "We bring good things to life," 640, 641, Well Done (Dave Thomas), I652 Wenig, Philip, Io22 business," 59 5 "When You're Smiling," 916 Westinghouse," 1440 "What will he think of next?," Il3I 1440 Welles, Orson, 181, 7I3, 895; Citizen Kane, WEO. See "Where Economy Originates" "When your nerves are shot, Catnels set you Westinghouse Studio One, 630, 784, Webster, John, 1593 725; and Shadow, I382; and Vintners "We on Death Row," 161 What Women Want, Io86-87 right," 314 lOIO-ll, 1283-84 "Web the way you want it," 1037 International, 1268; and "War of the Werbe, 665 "What Would You Do for a ?," "When you say Budweiser .. , you've said it Westin Hotels, l 573-74 lilO Web TV, 1033 Worlds," 259, 1283, I534 "We're aiming at zero cavities," 938 all," 77 Weston, Edward, 1232 "What you want is a Coke," 340 "We build excitement," 6 5 8 Wellman, William, 1086 "We're a 3-generation Maytag family," 1004 "When you've got a widget, you don't need Weston Company (agency), I05 "What you want is what you get at Webvan, 703, 1371 Wells, Burt, 922 "We're changing everything," 309 gimmicks," 8 80 "We came in peace," r 3 oo Weston Foods, 1606 McDonald's today," 1016, .ro.r6, 1017 Wells, Darius, l 5 80 "We're changing everything again," 3 09 "When you've got it, flaunt it," 37 Westpac, 252, 1075 "What Young People Think" (E. Gilbert), "We change lives," 1646 Wells, George, I326 "We're changing our name but not our "Where America Shops," r36r, I416 West Rail (Hong Kong), 907, 908 "Wedding Night," 452, 1223 Wells, Mary. See Lawrence, Mary Wells stripes," 1172 1693 "Where Barilla is, there is your home," l 3 6 West Virginia industrial and travel "What you're looking for," 1369 Wedgwood, 393 Wells, William, 1304 "We're going to win you ove1;" 554 "Where do you want to go today?," 375, development departments, 900 WHDH,282 Wednesday Night Fights, 1045 Wells BDDP, 923, 1650 "We're involved," I444 1035 West, Weir & Bartel, Inc., 487, 488 "We do chicken right," 1357 Wells Rich Greene BDDP Co1nmunications, "We're making Nescafe more like you make Wheat Berries, 717, 920, l3I9, lJ20. See also "Where Economy Originates," 702 Westwood One, I 3 3 l Puffed Wheat "We do it all for you," 1015, 1017 Inc., 705, 727, 923, 1649. Sec also fresh ground coffee," I130 "Where is everybody?," 2I 8 "We try harder," 362, 452, 718, 736, 737, Wheat Chex, See Chex "We do it like you do it," 228 WellsBDDP "We're not giving in. We're going on." 400 "Where kids are king," 226 788,1154,1440,I5I8 Wheat Hearts, 6 52 "Weekends were n1ade for Michelob," 78, Wells, Rich, Greene, Inc., I57, 790, 791, 920, "We're No. 2," 117, 736 "Where purity is paramount," l 3 3 3 "We take your pictures seriously," I 24 7 446 922, 923, I263, 1545, 1647-50, 1657; "We're paying attention," 1606 Wheaties, 438, 647, 648-49, 1104, 1440, "Where science gets down to business," 1444 "Wet and wild," 1431 1472, 1600. See also color plate in "Weekly Illustrated Food Guide" (Chicago and Alka-Seltzer, 42, 452, 790, 922, "We're quality oriented," I5 5 l Where Shall I Go to College to Study 700 We, the People, 1534 volume three Tribune), 923, Io46, 1223, 1545; and American "We're the Other Guys," 1549 Advertising? (Ross and Hileman/Ross/ Wetherald, James T., 757 Wheaties Quartet, 648 Weekly Mercury (Philadelphia), 977 Motors Corporation, 793; BDDP "We're the Pepsi People Feelin' Free" Ross and Johnson), 5I9 "We think it is a good beer, but you try it and Wheeler, Dennis, 978 Weekly Reader, I676 Group and, 157, 681, 923; and Braniff (Manilow), I107 Where Shall I Go to Study Advertising and I decide for yourself," I68 Wheeler-Lea Act (1938, United States), 269, Weekly Relations of Newes, 5 8 5 International Airways, 790, 922, I647, Werkbund. See Deutscher Werkbund Public Relatio11s? (Ross and Johnson), Weeks, Allan, 1603 Wet Seal, l 69 5 I648; and Hertz Corporation, 737; Werkstatt fiir neue deutsche Wortkunst, 665 362, 385, 689, 694, 774, 866, 1481 5I9 Wetzler, Sally, ro6.r, 1062 Wheelman, 418 Weetabix Company, 1593 and IBM Corporation, 157, 836, 960; Wertheim department store (Berlin), 663 "Where's the beef?," See under Wendy's "We've got a taste for you," 340 Wheel of Fortune, 929, 1426 "We hand it on with pride," 444 and MCI Communications "We run the tightest ship in the shipping International, Inc. "We haven't forgotten why they're called "We've Only Just Begun" (Nichols and Whelan, George, I226 "Where there's Coke, there's hospitality," Corporation, I504; and Miles business," 69 Williams), lI07 "When a businessman wants a computer sweats," 292, r.r4.r Laboratories, Inc., 42, 452, 790, 922, "We Seethe Lightof7uP," 174 339,340 "We want the cup!," 574 system, he wants things kept simple," Weidemann, Kurt, I 5 8 3 923, Io46, I223, 1545; and Nehi "We sell for less," l62I "Where there's life, there's Bud," 77, 444 "We want you to live," rr73, II74 Weidemann typeface, I 5 8 3 Corporation, 173; and Philip Morris Wesley, John, I207 372 "Where the rubber meets the road," I546, "We will seU no wine before its time," 169, When a Girl Marries~ 643, I689, I446 Weidenmueller, Hans, 665 Companies, I57, 314, 788, 922, 923; Wesley Associates, 408, 821, 1202 1549 1268 "When all you want is taste," 78 weight-loss products and plans, 57, I643-47 and Polo Ralph Lauren, 567. See also Wesray Capital Corporation, 115 Where the Suckers Moon (Rothenberg), 8 5 3 Wexler Reynolds, 74I "When better automobiles are built-Buick "Wherever you are, whatever you do, Weight Watchers International, 1643, 1644, color plate in volume one Wesson Oil & Snowdrift Sales Company, 47I, I645, I646 Wexner, Leslie, 86 5 will build them," II2, 254, 654 wherever you may be, when you think Wells, Rich, Greene/Worldwide, 46 895 WFMT (radio station), I330 "When E.F. Hutton talks, people listen," 164, Weigl, Henry, 1482 "Well, we have just wasted two million bucks. West, Donald, 487 of refreshment, think of ice-cold W/GGK, 1459, 1640. See also W/Brasil Weiland, Paul, 3 5 8 What are you doing with your West, Mae, I540 595,1269 Coca-Cola," 340 Publicidade "When gentlemen agree," 7 5 Weilbacher, William, 440, I545 1noney?," 5I4 West Bank. See Occupied Territories "Where will you stick it?," 1248 WGN (radio station), 767, 1325, 1328, 1444, "When he grows up, that's what he wants," Weill, Biow & Weill, 177 "We love to fly," 39, 39 Westbrook, Bill, 562 "Which SportsCenterDo You Watch?," r653 l446,I620 Weinberg, Sidney J., ll20-2I "We love to see you smile," l 3 5 8 West cigarettes, 1405 634 "Which twin has the Toni?," 779 Wham-0, I556 "When it absolutely, positively has to be there Weinberger, Caspar, 403 Welsh, John, I639 Westco Advertising Agency, 649 Whiffs, 715 Wharton School of Business (University of Weine1; J. Joseph, 623, 685 Weltzien, Robert, I540 West End Brewing Company, 922 overnight," 44, 572 whiinsical demonstrations, 461, 5 54 Pennsylvania), 517 "When it rains, it pours," 1440 Weiner & Gossage, 623-24, 685, 686 "We 1nade a mistake," 67 4 "Western," l58I Whirlpool Corporation, 445, 448, 452, 793, "What a Day for a Daydrean1" (Lovin' "When it says Ore-Ida, it's all-righta," 1442 Weintraub, William H., Sr., 775, lI53 "We make it simple," 811, 813, 1124 Western Advertising Company, 44I I004 Spoonful), 1107 "When it's right, you know it," I403 William H. Weintraub & Company, 378, 449, "We make money the old-fashioned way. We Western Auto Supply, I414, I4l6 Whirlpool International, 44 5 "What a Man Won't Do for an Edelweiss "When Swiffer's the one, consider it done," Whirlwind computers, 3 69 I153. See also Norman, Craig & earn it," 524, 595, 1269 Western Electric Company, loo, 678, I325 Brew" (Olian), I1Io I(ummcl, Inc. "We make the things that make Western Harness Racing, 290 823 Whiskas, 1404 Weir, Walter, 487 "What becomes a legend most?," 567, 788, "When the going gets tough, the tough get communications work," 397 Western International, I5?3-74 whiskey, I70, 301, 1410-11 l567,I568 comfortable," 144 2 Walter Weir, 487 "We may be the only phone company in "Western Jingle for Nescaf6," 1Io6 Whiskey Distillers of.Ireland, 686 "What beer's all about," 976 "When the iron man begins to rust . , . , " Weiser, Marty, 1080 town, but we try not to act like it," Western Union, loo, 448 Whistle (beverage), 1429 "What breakfast was meant to be," 892 1686 Edward H. Weiss & Company, I393 IOI West Germany. See under Germany Whitbread, 137, 138, 358, 359 Weissman, George, 1228 "What do you want fro1n your gas station: "When the Nylons Bloom Again," 503 "We mean clean," I442 Westheimer, Ruth, l 3 3 o Whitbread Pale Ale, 3 59 dancing cars or something a bit more "When the question is money ... the answer White, James, I586 Weissmuller, Johnny, 649 Wenders, Wim, I524 "We still build the Levi's jeans that helped Weiss Stagliano Partners, 84 useful?," II75 is Shearson," 595 Wendy's International, Inc., 228, 475, I357• build America," 940 White, Jesse, 1004, 1005, 1469 "What everybody ought to know ... about "When the U.S. wins, you win," 1015 White, Kevin, 7 4 3 "We know what you're looking fo1;" 1444 l65I-52; and Backer & Spielvogel, Westin, David, 9 5 this stock and bond business," 593 "When the values go up, up, up.,," (Wilcher "We know you have better things to do," 976 Inc., I31; Dancer, Fitzgerald, Sample Westin, Helena, 1193, 1194 White, Vanna, 929, 930 Welch, Charlie, II94 "What good hotel is near the depot?," 1569 and Sawdon), I105 R.F. White (agency), lIOI and, 31, 440, 624, 625, 800, I388, Westinghouse Electric Corporation, 630, Welch, Jack, 641 "What idiot changed the Chivas Regal "When to Take My Name Off the Door" White Album (Beatles), 1106 I440; negative advertising by, lr25; I33l; D'Arcy-MacManus & Masius package?," l41I (Burnett), 231 White Castle, 1183, 1354-56 J r868 WHITE CHANTILLY PERFUME INDEX INDEX WORLD OF ENERGY r869

White Chantilly perfume, 5 5 6 "Why I love my PC," 1037 William Morris. See under Morris Wing, Ted, 4r9 WNYC (radio station), 1660 694; "Wonder Bread helps build strong White Cloud, I275, I277 "Why men crack ... ," 643, 1686 William R. Warner & Company. See 11nder Wings cigarettes, 221, r261 Wolf, Henry, I567 bodies 12 ways," 1346. See also color White Collar (Mills), Io83 "Why Sport?," 1142 Warner "Wings of man," 37, r690 Wolfe, Tom, 431 plate in volu1ne two White Diamonds fragrance, I266 Whyte, William H., 1083 Williams, Andy, 913, 1045, l6I9 "Wink Day," 891 Wolff Olins, 739 Wonderful World of Disney, 644, lI77 Whitehall Laboratories, 71, .roo2, 1326. "Why wait when you don't have to?," 44 Williams, Cyndi, 1644 Winn-Dixie supermarkets, 700, 703, 1060 Wolfman Jack, 1329 Wonderful World of Trains (Lionel Satellite See also American Home Products "Why wear more than you have to?," 579 Williams, David B., 537, 538, 1384 "Winn-Dixie tiene el sabor de mi pals," 1060 Wolfsburg (Gennany), 1610 Train), 1556 Corporation; Anacin; Dristan Why We Fight, 1048, r299 Williams, Herberton, 258-59 Winning B®ands, I2 Wolfschmidt vodka, 791, 1192, l4Il Wondersoft, 579 Whitehead, Edward (Commander), 1158, Wibroe, Peter, l I 5 l Willian1s, Howard, 536, 537, 538 Winning Line, 1174 \Vo1nan in White, 1446 Wonder Woman, l 5 5 8 1161-62. See also Schweppes; and Wibroe, Duckert & Partners, II51 Williams, Murial, I265 Blue Bombers, 9I6 WomanS Day, 977, 1426, 1582 "Wonder World of Chemistry (E.I. Du Pont color plate in volume three Wicker, Ireene, l 8 3 Williams, Nat D., I329 Winona Fabric Gloves, 1062 Woman's Ho1ne Companion, 250, 1661 de Ne111ours & Company), 502 Whitehead & Hoag, 1248 Wickes Lumber, r5or Williams, Paul, 1107 "Wins its favor through its flavor," 892 Woman's Magazine Ho111; 909 Wons, Tony, 710 White Horse Scotch whisky, 170 Wideframe, 1606, 1607 Williams, Ted, 1414 Winski, Joseph M., Io55, Io56 Woman's World (1notion picture), 108 5 Wood, Arthur M., 14 14 Whitehouse, Mark, 613 Wide Leg: "I Think I Love You," 1108 Williams, Vanessa, 1059 WinSta1; I506 women, 1655-68; Cadillac Motor Car Wood, Douglas, 1083 White House Cook Book (Lemira), 673 "Wider is better," 657 Williams & Johnson, 342 Winston (North Carolina), 1364 Company and, 973; careers in Wood, Jarvis, 126 "Whitel(night," 257, 718, 819, 821, 1153, Wide World of Sports, 94, 1368 David Williams & Partners, 900 Winston cigarettes, 3I5, 1369: and advertising of, 586, 587, 795, 1054, Wood, Robert E., 1413, I4I4 1154,1156 Wide World Photos, I693 David B. Williams Co111pany, 537, 538, 1384 blacklisting, 183; comparative r6 5 5-60, r661; and cigarettes, 64, Wood, Victoria, 249 Whiteman, Paul, 957, 1107; and his Widlar Food Products Company, 1480, J.B. Willia1ns Company, 661-62. See also advertising for, 5 54; Dance1; 312,314,357,584,921,943-44,945, Woodbury, John H., 407, 1449 Orchestra, 962; Paul Whiteman's See also Standard Brands Geritol; Serutan Company Fitzgerald, Sample and, 439; William 955, 961, 962, r226, l-229, 1366; and Woodbury's facial soap, 407, 409, 472, 76I, Musical Hall, 911, 1533 width of assortment, 1289 Willia1ns Hispania, 204 Esty & Company and, 539, 1228; consumer movement in United States, 771, 955, l35I, r449, 1450, I532, White Motor Company, 44.r Wieden, Dan, II4I, 1652, 1653, 1654 William S. Kimball & Company. See under Ja1nes Garner and, 1269; as leading 384-85; as consumers, 584; and 1598; Facial Purity League, 1208; sex White Naphtha, 1272, 1274 Wieden, Duke, 1652 Kimball filtered brand, 6 5, 946; Light variant, cosmetics, 410, 412, 1253; and culture in advertising fo1; 1432, 1598, 1663 White Papers, 490 Wieden & I(ennedy, Inc., 83, 485, 56r, Williamson, Judith, 424, 4 31 965; R.J. Reynolds Tobacco Company of consu111ption, 6; in den1ographic Woodell, Shirley, 8 56 White Rain shan1poo, 705, 1498 1652-54; and ESPN, 83, 1476; and Williamson, Robert F., 22I and, 1364, I367-68; "Winston tastes research, 458; and direct mail, 480; Wooden, Ruth, I 5 White Russian laundry soap, 933 Gap, 8 l 8; and Calvin Klein, Inc., Willia111s-Sonoma, 273, 274, 323 good like a cigarette should," 3 I4, and financial services, 595-96; in Albert Woodley Company, 1202 White soap, 874, i207, I270, I597· See also 1205; and Microsoft Corporation, «Willie Horton," 543, 1251-52, 1520 540,lllI,I228,I368,I5l5 France, 618, 622; in Gennany, 667; Woodruff, Ernest, 3 3 7 Ivory soap 374,375,Io35, lo36,ro37;and Willis, Bruce, 527, 940, 1268 Winterfresh chewing gum, 1672 Gillette Company and, 674, 677-78; Woodruff, Robert, 3 3 7 "White Tornado," 821 Miller Brewing Company, 1370; and Willis, Peter P., r382, r383 Winters, O.B., 78r Honda Motor Company and, 812; Woods, Nan, 58 White-Westinghouse Electric Company. See Nestle S.A., I13r; in Netherlands, P.P. Willis, Inc., 112, I382 Winter X Games, 8 3 hygiene and intimacy products for, Woods, Tiger, 522, 659, 1059, 1472 Westinghouse Electric Corporation I132, Ir35; and Nike, Inc., 683, 1035, Will1not (agency), ro5 Winton, Alexander, lI86 575-83; Kraft Foods, Inc., and, 9I4; Woodward, Helen Rosen, 134, 759 Whitiker, Otto, 237 1106, ll4I,I142,1440,1473,1476 Wills, Graeme, 1075, 1077 "Win Yourself a I(angaroo," 685 Maidenform advertising and, 1154; Woodward, Joanne, I5~-5- Whitman, Albert, 256 Wiedersei1n, Grace, 259 W.D. & H.O. Wills, 715, 1587 WIP (radio station), r325 and motivational research, 478; Nike, Woodward, Orator Francis, 642 Whittnore, James, .r424 Wienermobile, 1177, 1178 Will S11ccess Spoil Rock Hunter? (Axelrod), Wire & Plastic Products, Ltd., I453> 1668. Inc., and, 1142; in r9th century, 753; WOOK (radio station), 1329 Whitmore, Kay, 5 l l Wienerwhistles, rr77 1087 See also WPP Group and perfume, 1204; purchasing habits Wool Board {Australia), 107 Whitney, Eli, 1595 Wiesen, Max, 1167 Willys-Overland Co111pany, 112, II3, 303, Wired, 858 of, 458, 759; in radio, _r329; reader Woolite, 54 Whitted, John, 224 Wiescndanger, Kobi, 1237 308,472 Wireless Advertising Industry Association, recognition studies and, 633; Woolmark, 570 Whittle Communications, 297 Wight Collins Rutherford Scott, 2, 457, 544, Willy Wonk a, l l 3 l lI48 representations in advertising of, 89, Wool Secretariat, 570 Whittman-Hart, Inc., 322, 324 627, 723, 808 Willy Wonka and the Chocolate Factory Wisconsin, University of. See under University 999-1000, l058, r257, l66o-68;sex Wool Soap, 1208 "Who could ask for anything more?," .r550 Wilcher, Jack, 1104-05 {motion picture), ll3I Wisconsin Center for Film and Theater in advertising and, r435; Smith & F.W. Woolworth, 759, 775 "Whoever said underwear had to be white Wilcox, Harlow, 824, 884, lI23 Wilson, Brian, 1093, 1106, .r108 Research, ro99-1100 Wesson and, I497i and soap operas, WOR (radio station), 13 28 anyway?," 863 \Vild Bill Hickock, 892 Wilson, Charles E., 657 Wisconsin Historical Society, 1099 1444, 1445, 1448; in Spain, I465; at "Word Pictures," 15 "whole egg" approach, 809, 853, r690, .r69r Wild Brain, 84 Wilson, Dick, I275 Wisconsin Telephone, 419 J. Walter Thompson Company, I352, "Work Days," Io34 "Whole new way to fly," 3 7 Wild Kingdom, 196 Wilson, George, l 3 26 Wishbone salad dressing, 933 l 5 3 2; Timex Corporation and, l 540; "Work hard. Fly right," 3 8 Wholenut, 248 Wild One, 30 Wilson, Harold, 219 Wisk, 27-28, 152, 788, 936, 937, 937, 938, and underwea1; 629; weight-loss "Working Man," 940 wholesale clubs, 703 Wildroot hair tonic, 149, 182, 778 Wilson, Ke1111nons, l57I 939,1107,1442 products and plans and, I643; in "Working to 111ake a difference," r230 Wholesome Meat Act (1967, United States), Julius Wiles Sons & Co1npany, 1480. See also Wilson, Sloan, 1084-8 5 Wis111er, Harry, I002 World War I, 408, 759; in World War Wo1king Wonwn, 978 694 Standard Brands Wilson, Woodro\v, 920, 1047, r297, 1625 Wispa, 249 II, I3 52. See also color plate ii1 volu1ne "Work of Art in the Age of Mechanical Whopper {Burger I(ing Corporation), 226, Wiley, Harvey W., 3 84 Wilson (apparel), 628 Wisser & Sanchez, 380 three Reproduction" (Benjamin), 392 227,800 Wiley, john E., 630 Wilson & Company, Inc., r562 "With Barilla it is always Sunday," 135 Wo1nen against Pornography, r665 WorkRite radio sets, 766 Whoppers (Hershey Foods Corporation/Leaf Wiley, John J., 606 Wilson Company, 1123 Withers, Jane, 366, 82I Women in Advertising and Marketing, 1657 Works, Robert, 1686 North America), 734 Wilhehn II (Kaiser). Sec William II Wilson Ear Drun1 Company, 920 "Within the Curve of a Woman's Ann," r209, Women in the lvledia {United Nations Worl, Henry, 473 \Vho Said That?, 234 Wilkens International European Net\vork, Wilson, Haight & Welch, Inc., 249 I532 Educational, Scientific and Cultural World {Ne-..v York City), 725 "Who says a good newspaper has to be 1576 Robert F. Wilson, Inc., 2r3 "With I

World Passport, I I?4 Union during, 391; D'Arcy Advertising Batey Group, 145, 809; British Market Wunderman, 1673-74 Yearwood, Trisha, 1110 "You'll like our low commissions, our "World peace through world trade," 8 3 I Company, Inc., during, 44 3; diamonds Research Bureau as subsidiary of, Wunderman Cato Johnson, 86, 467, 1336, Yediot Aharonot, 869 convenience, and our quality service. World Science Exposition (Tsukuba, Japan), during, 455; E.I. Du Pont de Nemours 1022; and Burger King Corporation, 1673 Yell, 220 That's a promise," 596 469 & Company during, 503; Eastman 228; and Burson-Marsteller, Inc., 998, Wunderman, Ricotta & Kline, 1335, 1673, Yellen, Manuel, 964 "You'll love the way we fly," 39 World's Colun1bian Exposition. See Chicago Kodak Company during, 509; Elsie the l31I, 1312; and Chime 1690. See also Wunderman Worldwide Yellow Cab and Yellow Truck and Coach "You'll wonder where the yellow went, when World's Fair (I893) Cow during, 193; Esso/Exxon during, Communications PLC, 738; and Wunderman Worldwide, r674. See also Manufacturing Company, 734, 735 you brush your teeth with Pepsodent," World Series, 676, 772, Ioor, 1052, 1472, 109 5; fashion and apparel during, 566; CommonHealth, 1225; Davis & Wunderman Cato Johnson yellow journalism, 725 936, 1517 1 474 feminine hygiene and intimacy Gilbert, LLP, and, 930; and A. Eicoff WWAV (direct marketing agency), 1336 "Yellow Kid" (Outcault), 725, 1060 "You look like you just heard fro1n Dean World's Fairs. See under Brussels; Chicago; products during, 577; Foote, Cone & & Company, 521; and global WWOR-TV, 1660 Yellow Pages, 327, 433, 1602, 1684-85 Witter," 595 New York City; Seattle Belding during, 600; Ford Motor advertising, 682; and Lord, Einstein, WXYZ (radio station), 1328 Yellowstone National Park, 1569 "You meet the nicest people on a Honda," "World's favourite airline," 215, 218, 1592 Company during, 606; France during, O'Neill & Partners, 889, 960; and Wyatt, Dunagan & Williams, 93 l Yellowstone Park Line, 1569 8II, 811 "World's most exciting sports car buy," 1145 619; Galvin Manufacturing MindShare, 803, 1021, 1358, 1454; Wyeth, Andrew, 8 3 9 Yellow Submarine, 1080 "You never looked so good," 119 "World's worst job ended by Kleenex. No Corporation during, 1088, Io89; and Ogilvy & Mather Worldwide, Inc., Wyeth, N.C., 126, 471, 760, 839; and Yeltsin, Boris, 1376 Young, James Webb, 204, 1532-33; and Ad more handkerchief washing," 903 General Electric Company during, 639, 521, 680, 796, 809, 960, 1021, 1158, American Red Cross, 58 Yemen, ro39 Council, 14; Advertising Agency World Trade Corporation, 834 1628; General Mills during, 647; ll66, 1399, 1454, 1593, 1602, 1692; Wyeth-Ayerst Laboratories, 57, 524 yenpon, 709 Compensation in Relation to the Total World Trade Organization, 511 General Motors Corporation during, and Ogilvy Group, 796, 808, 1312, Wyeth Chemical Con1pany, 54 "Yes you can," ro38 Costs of Advertising, 772; and World War I, 762, 764, 1296-97, 1352, 656; Heineken during, 726; H.J. Heinz 1454, 1593; and Quantum Group, Wyler soups, 19 5 Yiddish language in Israel, 869 A1nerican Association of Advertising 1598-99, 1625-27; alcoholic Company during, 729; IBM 1225; and Results Advertising, I358; Wylie, John, 1439 YMCA. See Young Men's Christian Agencies, 51; and J. Walter Thompson beverages during, 1402; American Corporation during, 831; Italy during, Saatchi & Saatchi Advertising Wyman, Lance, 1581 Association Cotnpany, 1530, 1532-33; and United Association of Advertising Agencies 871; Japan during, 1048; Maxon, Inc., overtures to, 1388; and Scali, McCabe, Wyman, Thomas, 1190 Yoell, Willian1A.,1664 States War Manpower Commission, and, 53; American Red Cross and, 58, during, 1628; Maytag Corporation Sloves, 966, 1399, 1400; Martin S. Wynder, Ernst, 65, 945, 1227, 1367 Yoemans & Foote, 600 1657 13 52; Bethlehem Steel during, 399; during, 1004; Mccann-Erickson, Inc., Sorrell and, 796, 808, 8I6, 959, I166, Wynn, Dan, 1154 yogurt, 652, 698 Young, John On; 1686, 1687, 1688; Bull Durham during, 225-26; during, 1008; Miller Brewing l388,1453,1454,1455,r593;and Wynn, Ed, 1172 Yomiko Advertising, 878 Adventures in Advertising, 1687 cigarettes during, 311, 943, I366; Company during, 1052; motion Tempus, 1455; andJ. Walter Wyse Agency, 4 5 2 Yoo-hoo, 8 Young, Loretta, lI8, 164, 1631 Joseph Campbell Preserve Company pictures and, 1048; Nash-Kelvinator Thompson Company, 610, 680, 796, Yoplait, 648, 652, 653, 1234, 1236 Young, Miles, 1358 and, 259; coffee during, 343; E.I. Du Corporation during, 672, 1628; Nestle 809, 816, 959, 1021, ll66, 1311, Xantia cars, 321 "Yo quiero Taco Bell," r258, 1354, 1356, Young, Owen D., 1325 Pont de Nemours & Company during, S.A. during, 1127; New Zealand 1312, 1453, 1454, 1535, 1593, 1602, X-Bra, 865 1362 Young, Ralph, 913 I50--51, 502; Eastman Kodak during, 107-08; oil companies during, 1692; and Young & Rubicam, Inc., Xenical, 1225, 1646 York, Sarah, Duchess of, 1644 Young, Robert, 644, 1083, 1424 Company during, 509; Germany in, 1172; Packard Motor Car Company 807, 809,998, 1021, ro28, 1455, xerography, 1675 York Imperial cigarettes, 964 Young, William, 236 663, I297; Gillette Company during, during, I188; Pepsi-Cola Company 1593. 1602, 1692 Xerox Connect, 1679 York Peppermint Patties, 734 Young & Rubicam, Inc., 452, 537, 792, 796, 674; military advertising during, 1047; during, 1198; perfume during, 1202; WPP v. Lord, Einstein, O'Neill & Partners, Xerox Corporation, 1122, 1123-24, 1260, Yosemite National Park, 1569 Il32, lI35, 1151, 1498, 1534, 1599, National Biscuit Company during, Pillsbury Flour Mills Company during, 889,960 1673, 1675-79; Almap and, 48; in Yoshida Hideo, 466 l600,1673,1674,r685-92;andAd I l 14; Packard Motor Car Company I235; posters during, 1048; Procter & Wranglers, 1, 940 Argentina, 90; Backer Spielvogel Bates Yost, Charles, 1418 Council, 14, 15; in Africa, 24; and during, 1188; posters during, 1231; Gamble Company during, 12]3; Wren, John, .r58, 183, 683, 1176 Worldwide and, 132; business-to­ "You and the Navy: Full speed ahead," Fred Allen, 1084; and American Home public service advertising during, I314; propaganda during, 1296, 1298, 1299; WRG. See Wells, Rich, Greene, Inc. business advertising by, 244; and 1050 Products Corporation, 5 5, 57; and Russian empire in, 1296, 1297; Sears, public service advertising during, W.R. Grace & Company. See under Grace Canon, Inc., 3 64; employ1nent of "You are everywhere," 534 American Tobacco Company, 6 5; and Roebuck & Company during, 1413; 1314-15, 1314; radio during, 233-34, Wright, Frank Lloyd, 884 minorities at, 1056; logo of, 1582; Palo "You Are So Beautiful" (Cocker), 1106, 1107 Ammirati Puris AvRutick, 68, 69; and South America during, 14 5 6; United 1048, 1328, 1329; Revlon Consumer Wright, John Inglis, 107 Alto Research Center, 373; Papert, "You Belong in the Zoo," 252 Anacin, 71; in Argentina, 94, 1459; Kingdom in, 1297, 1589; women in, Products Corporation during, 1628; Wright, John W., 27 Koenig, Lois, Inc., and, 119I, 1192, "You Belong to My Heart" (R. Gilbert), 1105 and Armour Food Products, 1177; and 408, 7 59; Wm. Wrigley Jr. Company R.J. Reynolds Tobacco Company Wright, William, 1061 1 399 You Bet Your Life, 152, 183, 304, 1329 Southeast Asia, 96; and AT&T during, l 670; wristwatches during, during, 1367; Ross Roy, Inc., during, Wright's Coal Tar soap, 1590 Xerox Data Systems, 1676 "You can be a rich brunette [the kind men Corporation, 102, 713, 1673; and 1537, I539· See also Liberty Bonds; 1374; Schlitz Brewing Company Wrigley, Bill, Jr., 1672 Xerox Document Centers, 1679 marry]," 1253 Barilla pasta, 135, 136; and BDDP United States Committee on Public during, 1402; scrap metal during, 231; Wrigley, Philip, 1670, 1671 X Files, Io96 "You can be sure if it's Westinghouse," 1440 Group, 156; and blacklisting, 181, Information; and color plates in stereotypes of Japanese during, 88; Wrigley, William, Jr., 774, 1669-70 XL Connect, 1679 "You can call me Ray or you can call me Jay," 182, I83, 1283; and H&R Block, volumes one and two Unilever during, 936; United Kingdom Wm. Wrigley Jr. Company, r669--]2; Batten XO beer, 627 446 1669; and Borden, Inc., 193, 195, 770; World War II, 776-78, 1627-29; Ad Council in, 1048, 1590; Vegemite during, 1603, Barton Durstine & Osborn and, 151, Xoom.com, 636 "You can count on Sears," 1416 and Brand Assets, 986; and Bravo during, 14; African-Americans during, 1604, r604; Volvo during, I614; 770; Arthur Meyerhoff Associates and, XPAT.net, 590 "You can put your confidence in General Group,281,1056,1066;and 25, 27; airlines during, 36; American women during, 1352, 1663; Wm. 154; and radio, 770, 1445; in Russia, Xsara cars, 321 Electric," 639 Bristol-Myers Company, 83, 211, 213, Association of Advertising Agencies Wrigley Jr. Company during, I671. 1380; Ruthrauff & Ryan, Inc., and, "You can trust your car to the men who wear 214, 866, 868, 1518, 1641; during, 53; American Home Products See also United States Office of War 1382; in Slovakia, 547 Yahoo!, 1681-83; and e-cotnmerce, 516; the star," 164, 1172 Burson-Marsteller, Inc., acquired by, Corporation during, 1095; American Information; War Advertising Council; Wrigley Building (Chicago), 1671 HHCL and Partners and, 739; and "You Deserve a Break Today," 453, 1107, 1311; and Cadbury, 249; and Red Cross during, 5 8; American war bonds; and color plate in volume Wrigley Review, 1670 Internet, 858, 860; logo of, 951, 952 1124 Campbell Soup Company, 261; in Tobacco Company and, 64; Anheuser­ two Wrigley's Extra chewing gum, 1633, 1672 Yahoo! Sports, I682 "You don't have to be Jewish to love Levy's," Canada, 263; and Chevron Busch, Inc., during, 75; Australia in, Worldwide Partners, 681 Wrigley's Spearmint chewing gum, l 670, Yale Daily Neivs, 968 449,450,1058 Corporation, 1175; in China, 301; and 1603, 1604, r604; automobile World Wide Web, 858. See also Internet/ 1671, 1672 Yamaha, 292 "You expect more from Standard , .. and you Chrysler Corporation, 68, I13, 305, industry during, 112; N.W. Ayer & World Wide Web "Wrinkle-Free Days," 558 Yamato Keian, 877 get it," 1173 306, 307, 610, 897, 971, 973; and Son, Inc., during, 128, 1628; Brazil World Wildlife Fund, 529, 590 W.R. Simmons & Associates Research, Inc. Y&R. See Young & Rubicam, Inc. "You get a lot to like," 1228 Citibank, Io95, 1669; and Clairol, during, 207; Leo Burnett Company, Worth, 1202 See under Simmons Y&R Advertising, 1602, 1669, 1692; and "You got peanut butter in my chocolate , . , Inc., 707; and Cluett, Peabody & Inc., during, 233-34; car-rental Worthington Foods, Iq.c., 1046 W.S. Crawford, Ltd. See under Crawford AT&T Corporation, l 507; and You got chocolate in my peanut Co1npany, Inc., 566; and business during, 735; Carter-Wallace, Wouk, Herman, Io83 W.S. Walker Advertising. See under Walker Kellogg Company, 893; and butter!," 733 Colgate-Palmolive Company, 352, Inc., and, 269; chocolate in United "Wouldn't you rather have a Buick?," 658 WTA. See Women's Tennis Association Wunderman Cato Johnson, I674; "You got the right one, baby," r200 821,822,1451,1453;and Kingdom during, 248; Chrysler "Wow! I could have had a V-8!," 261 WTBS,581,847,914,1577,1578 Young & Rubicam, Inc., and, 809. "You have to drive it to believe it," 813 commercials, 483; and Creswell, Corporation and, 303-04; cigarettes in Wozniak, Steve, 8 5, 3 22, 3 70, 3 72 WTOP, 781 See also Young & Rubicam, Inc. "You know the Minuteman ... now meet the Munsell, Fultz & Zirbel, 533; and United States during, 64, 94 5, l 226; WPIX, 780 WTrv, 1490 Yang, Jerry, 1681 missus," 75 Dentsu Inc., 96, 469; and Dr Pepper/ classified advertising during, 3 2 7; WPP_ Group, 807, 808, 809, 862, 959, 960, WTWO (television station), 1490 Yankee watches, 1537 "You like it. It likes you," 1429, 143 l Seven Up, Inc., 174, 1407, 1431, 1498; Coca-Cola Company during, 337, 339, 1311,1312,1453-54,1593,1668-69; Wunderman, Irving, 1673 Yankelovich, Skelly & White/Clancy "You'll be amazed at the results you get. , , and Eastman Kodak Company, 5I1; 109 5; coffee during, 344; Consumers and Abbott Mead Vickers, lj and Wunderman, Lester, 1673, 1674, 1690 Shulman, 1388 with QuickDraw," 3 70 employment of minorities at, 1054, 1872 YOUNG & RUBICAM/SOVERO INDEX INDEX ZYTEL 1873

io56; and Ericsson, Inc., 533, 534, 853; WPP Group buy-out of, 807, 809, Company and, 1277; and radio, 1329, zip codes, 983, 1305, I673, 1697-99; Zoloft, 477, 1219, 1225 Z3 automobile, i11 535, 1669; and Euroco1n, 549, 808, 998,1021,1028,1455,1593,I602, 1330; and soft drinks, 8; Sprite and, Wunderman, Ricotta & Kline and, zone improven1ent plan codes. See zip codes Zubelda cigarettes, 62, 1365 997, 1264; in Eastern Europe, 547; 1669; and Wundennan Cato Johnson, 97I; Wm. Wrigley Jr. Co1npany and, 1673 Zonite, 576, 576, 579 Zucchero. See Fornaciari, Zucchero Euro RSCG Worldwide and, 724; and I 3 3 6, l 67 4; and Xerox Corporation, 1672. See also color plate in 1ro/ume Zip Industries, 349 Zonite Products Corporation, 579. See also Zuckcrt, Donald M., I43) 498, 499 Ford Motor Con1pany, 606, 610, 612, 1673, I678, 1679 three Ziploc, 887 Zonite Zwart) Pict, 123 l 929, 1673; George Gallup at, 1485, Young & Rubicam/Sovero, 1379 Youth Posse. See Molson Youth Posse Zithromax, 1219 Zonitors, 579 Zwitsal, 589 x 5 26, 1600; and General Foods Young and the Restless, 1446, 1448 "You've ahvays had the will. Let us show you Zlowe Co1npany, 997 Zoo Parade ivith lvlarlin Perkins, 848 Zyrtec, 477, 1220, 1225 Corporation, 343, 537, 633, 643, 670, EW. Young Company, 536 the way," 1646 Zocor, 214 Zorabin, Eliezer, 869 Zytcl, 503 671,770,776,824,914,1283,1326; John Orr Young Company, I686 "You've come a long way, baby, to get where in Gennany, 376, 665, 666; and Young Dr. J(ildare, 214 you got to today,'' 236, 312, 946, Goodyear Tire & Rubber Con1pany, Young D1: .Nfalone, 164, 643, 1274, 1446 1229 1518, 1549; and Gulf Oil Company, Young, Henri & Hurst, 1686 "You've Got Pictures," 5I3 xr70-71; and Halln1ark Cards, Inc., Young Men's Christian Association, 768, "You've got the look," 567 713; in Indonesia, 98; and 1352 "You've never tasted a freeze-dried coffee International 1-Iarvester, 68; in Israel, Youngs Rubber Corporation, Inc., 577 with this kind of dark, rich flavor," 869; and Havas Conseil Marsteller, Yo11ngs Rubber CorporationJ Inc, v. C.I. Lee 1130 997, 1264; and Holiday Inns &Co., 577 "You want me to put that, .. tvhere?,'' 582 Worldwide, 1571; in Italy, 873, x237; Young Travelers Club, 9 5I "You Will," 102, 1505. See also color plate in and Jacobs Suchard, 1379; and Young Widder B1·01vnJ 1 3 26 l'Olun1e three Johnson & Johnson, 881, 882; and "You Ought to Be Congratulated," 107, Io75 "You won't light your nose," I648 Kang & Lee, 281, 1056; and I