Index

A

Abbott, David

ABN Bank 7.1, 7.2

Account executives 2.1, 3.1, 4.1, 4.2

Actors, commercial

Adams, Tom

Advertising Council

Advertising Hall of Fame 3.1, 18.1

Advocacy advertising 9.1, 13.1, 13.2

Africa

Aga cooking stoves 2.1, 3.1, 19.1

Aim toothpaste

Alcoholism

campaigns 13.1, 13.2, 17.1

employees

Alexander, Henry 4.1, 7.1

American Express 2.1, 4.1, 4.2, 5.1, 5.2, 7.1, 10.1

American Telephone Co. 4.1, 5.1, 9.1

Art directors 3.1, 3.2, 5.1, 8.1, 18.1

Art trade

Asia 3.1, 17.1, 17.2

Aspercreme medicine

Audience Research Institute 3.1, 15.1, 18.1

Austin cars 7.1, 7.2

Australia 17.1, 17.2

Austria

Automobiles, 2.1, 2.2, 2.3, 2.4, 4.1, 7.1, 7.2, 17.1, 19.1, 19.2

Avenir

Aviation

Avis rentals 2.1, 18.1

Ayer, Mani 17.1, 17.2

B

Ball, Michael

Banking 7.1, 9.1

Barnes, Clare, Jr.

Bates 3.1, 4.1

Bates, Ted 2.1, 4.1, 5.1

Bayles, Hagen

Baysol plant treatment

BBDO 4.1, 18.1

Beauty products 2.1, 2.2

Beecham’s Pills

Beer 2.1, 2.2, 7.1, 7.2, 7.3, 8.1, 16.1, 19.1

Belgium 10.1, 17.1

Bell Brand potato crisps

Benton & Bowles 2.1, 4.1, 5.1, 18.1

Bethlehem Steel 9.1, 9.2

Better Business Bureau 12.1, 19.1

Bermuda 10.1, 10.2

Bernbach, Bill 1.1, 2.1, 10.1, 15.1, 18.1, 18.2; see also Doyle Dane Bernbach

Bernhard, Hank

Berry, Norman

Big Top peanut butter

Billboards 19.1, 20.1

Bissell Carpet Sweepers

Black and white advertisements 7.1, 11.1

Blitz-Weinhard beer 8.1, 8.2

Bookselling 12.1, 12.2

Books for Children

Bounty

Bower, Marvin 4.1, 4.2, 6.1, 16.1

Branch offices 4.1, 5.1

Brand image 1.1, 2.1, 8.1, 8.2

Brand managers 2.1, 3.1, 3.2

Brazil

Bread 2.1, 2.2, 17.1

Breakfast products 15.1, 15.2, 16.1

Bristol Myers

Britain 3.1, 3.2, 13.1, 16.1, 16.2, 17.1, 17.2, 19.1

advertisements 2.1, 7.1, 8.1, 8.2, 17.1, 17.2, 17.3, 17.4, 17.5

tourism 7.1, 10.1, 10.2, 10.3, 10.4, 10.5, 10.6, 10.7, 14.1

Burnett, Leo 2.1, 2.2, 4.1, 18.1, 19.1

Burns, Max

Burpee seeds

Business-to-business advertising 11.1, 16.1

C

Cadillac

Cadogan, William

California, University of

Call-outs

Cambio 16 (Spain)

Camel cigarettes

Campaign Palace (Australia)

Campbell Soup 3.1, 5.1, 7.1, 7.2, 16.1, 18.1

Canada 5.1, 5.2, 5.3, 10.1, 17.1, 17.2, 19.1

Cancer in India 13.1, 17.1

Canter, Stanley

Caples, John 2.1, 7.1, 7.2

Captions 7.1, 7.2, 7.3, 11.1, 15.1

Cars, see Automobiles

Carter, Jimmy 19.1, 19.2, 19.3

Cartoons 2.1, 8.1

Caterpillar Tractor

Cecil, George 4.1, 18.1

Celebrity advertising 1.1, 7.1, 7.2, 8.1, 8.2, 12.1, 15.1, 18.1

Census (American) 13.1, 18.1

Certain bathroom tissues

Cessna Citation jets

Chandler, Raymond

Character commercials

Charities 13.1, 18.1

Charmin toilet tissue

Chase National Bank

Cheese, French

Chesapeake and Ohio 9.1, 9.2

‘Chicago school’ of advertising

Chicago Tribune

Chief executive officer 3.1, 4.1, 9.1, 9.2, 16.1

Childers, Erskine

Children 8.1, 15.1

China

Chubb Safes

Churchill, Winston 3.1, 3.2, 12.1, 19.1

CIGA Hotels

Cigarettes 2.1, 2.2, 2.3, 7.1, 7.2, 8.1, 16.1

Cigars 7.1, 7.2

Clairol

Clark, Howard

Clients 3.1, 3.2

meetings 4.1, 5.1

obtaining 2.1, 5.1

Clio awards 2.1, 2.2

Close-ups

Club Med 17.1, 17.2

Coca Cola 2.1, 5.1

Coffee 8.1, 16.1, 16.2

Collett Dickenson Pearce 8.1, 17.1

Color advertisements 7.1, 11.1

Columns of copy 7.1, 7.2, 7.3, 7.4

Commander Whitehead 2.1, 2.2

Commercials, see Television

Commission payment system

Communist countries

Competitor comparison advertisements 8.1, 11.1

Compton agency 4.1, 4.2

Computer mailing lists

Cone, Fax

Confectionery

Confessions of an Advertising Man (1963) 1.1, 3.1, 5.1, 7.1, 8.1, 15.1, 19.1

Container Corporation 9.1, 9.2

Contests

Contraceptives 2.1

Cooking stoves

Copy 7.1, 7.2, 7.3, 12.1, 18.1

body 7.1, 7.2, 7.3, 11.1

length 2.1, 3.1, 7.1, 7.2, 7.3, 12.1, 12.2, 12.3

testing 3.1, 7.1, 15.1

Copywriters 2.1, 2.2, 2.3, 3.1, 4.1, 5.1, 6.1, 7.1, 8.1, 11.1, 17.1, 18.1

qualities 3.1, 4.1, 6.1, 7.1

Corporate advertising

Coupons 12.1, 16.1, 18.1

Creative Directors 3.1, 3.2, 4.1

Creative Organization, The

Creative Revolution

Creativity cult

Credit cards

Crest toothpaste 14.1, 14.2

Cresta Blanca

Cronkite, Walter 8.1, 19.1

Cummings, Bart

Cunard 4.1, 10.1, 12.1

Curtis Publishing Co. 3.1, 3.2, 3.3

Cushman, Joe

Czechoslovakia

Cynar

D

Dacus, Bud 11.1, 11.2

Daily Mirror (London) 7.1, 15.1

Daimler-Benz

Dane, Max

Day, Barry

Demonstration advertisements 8.1, 11.1, 11.2, 14.1

Den Kongelige porcelain

Dentsu (Japan)

Department stores 7.1, 7.2

Dermo mild

Detergents 2.1, 7.1, 16.1, 16.2

Dewey, Governer

Direct mail advertising 5.1, 12.1

Direct response advertising 2.1, 2.2, 7.1, 7.2, 12.1, 20.1

Disraeli, Benjamin

Dove soap 2.1, 2.2, 4.1, 7.1, 7.2, 7.3, 7.4, 15.1

Doyle Dane Bernbach 2.1, 3.1, 5.1, 10.1, 10.2, 18.1

Doyle, Ned

Drawings 2.1, 7.1, 7.2, 12.1

Drene shampoo

Duffy, Ben

DuPont 5.1, 9.1, 9.2

Duschbad

E

Editorial layouts 7.1, 11.1, 11.2

Edwards, Charles

Ehrenberg, A.S.C. 16.1, 16.2

Eicoff, Al 8.1, 12.1

Eisenhower, Dwight 3.1, 19.1

Eli Lilly

Elliott, Jock

Emotion, use of 8.1, 14.1, 17.1

Engel, Louis

Era cleaner

Erwin Wasey

Erwitt, Elliott 7.1, 10.1

Esso, 5.1, 9.1, 17.1

Express, L’(France)

Espresso, L’(Italy)

Exxon

F

Fabergé

Fabric softeners

Family Planning Clinics (UK)

Faucett airline (Peru)

FCB-Impact 7.1, 7.2, 7.3, 7.4

Federal Express

Fee payment system

Felton, Happy

Field, Clifford 10.1, 17.1

Films, see Motion picture industry

Financial advertisements

Fitzgerald, Cliff

Flannery, Vaughn 2.1, 5.1, 18.1, 18.2, 18.3

Fonda, Jane

Fontoura, José

Food products 7.1, 7.2, 7.3, 7.4, 8.1, 15.1, 15.2, 15.3, 15.4, 16.1, 16.2, 16.3, 19.1, 19.2

Foote, Cone & Belding 4.1, 5.1, 18.1

Ford 2.1, 2.2

Ford, Gerald 19.1, 19.2

Ford, Henry

Fortune

Four Roses Whiskey

France 2.1, 3.1, 7.1, 7.2, 7.3, 8.1, 19.1

advertisements 2.1, 7.1, 7.2, 7.3, 8.1, 8.2, 15.1, 17.1, 17.2, 17.3, 17.4

tourism 7.1, 10.1, 10.2, 10.3, 15.1

Friedman, Milton

Fund-raising 13.1, 18.1

F. Wallis Armstrong

G

Gage, Bob 3.1, 7.1

Galbraith, John Kenneth

Gallup, George 2.1, 2.2, 3.1, 3.2, 4.1, 7.1, 7.2, 7.3, 7.4, 7.5, 15.1, 15.2, 15.3, 18.1, 18.2

Gallup & Robinson 7.1, 7.2

Gasoline 2.1, 3.1, 7.1, 7.2, 8.1, 9.1, 9.2, 17.1

Gayelord Hauser

Geddes, Lord

General Electric 5.1, 9.1, 9.2, 18.1

General Foods 5.1, 5.2, 5.3, 9.1, 9.2, 18.1

General Motors 4.1, 5.1, 5.2, 9.1, 18.1

Germany 2.1, 5.1, 7.1, 8.1, 8.2, 10.1, 17.1, 17.2, 17.3

advertisements 2.1, 2.2, 2.3, 5.1, 7.1, 17.1, 17.2, 17.3, 17.4

Gladstone, William 4.1, 7.1

Goldwater, Barry 18.1, 19.1, 19.2

Gone With the Wind

Good Luck margarine 2.1, 7.1, 8.1

Gossage, Howard 13.1, 13.2

Greece 10.1, 10.2

Guinness 3.1, 5.1, 5.2, 7.1, 7.2

Gunther, John

H

Harness, Ed 14.1, 14.2

Harvard Business Review 9.1, 11.1

Hathaway shirts 2.1, 5.1, 5.2, 7.1, 7.2, 7.3, 15.1

Headlines 3.1, 7.1, 7.2, 7.3, 7.4, 7.5, 7.6, 7.7, 11.1, 12.1, 12.2, 12.3, 15.1, 15.2

Health Education Council (UK)

Hercules plastic resins

Highway Beautification Act 19.1, 19.2

Hill, George Washington

Hinks, Ken

Hit Parade music

Hixon, Carl

Holiday magazine 3.1, 3.2

Holland 10.1, 17.1, 17.2, 17.3

Hollywood producers

Hopkins, Claude 1.1, 7.1, 8.1, 18.1

Hotel Majestic, Paris

Houghton, Arthur

Houghton, Francis X.

House advertising 5.1, 12.1, 12.2, 17.1

Houseman, John

Hovis Bread 8.1, 8.2, 17.1

Humor in advertisements 2.1, 3.1, 4.1, 8.1, 11.1, 14.1

Hungary 17.1, 17.2

Huxley, Aldous

I

IBM 5.1, 9.1, 11.1

Illustrations 7.1, 7.2, 7.3, 7.4, 7.5, 7.6, 18.1; see also Drawings, Photographs

India 3.1, 8.1, 13.1, 17.1

Industrial advertising see Business-to-business advertising

Insulation, house

International Correspondence School

International Paper

Interpublic

Interviewers 3.1, 15.1

Investment 4.1, 9.1

Irish, Judson

Islam 2.1, 2.2

Italy 7.1, 10.1, 17.1, 17.2

Ivory Bar

J

Jack Daniel’s whiskey 2.1, 2.2

Jacoby, Professor

Jamaica

Japan 2.1, 9.1, 17.1, 17.2, 17.3, 18.1

Johnson, Lyndon 18.1, 19.1, 19.2, 19.3

Johnson, Samuel

Jones agency

J. Walter Thompson 2.1, 5.1, 5.2, 12.1, 18.1, 18.2, 18.3

K

Kelstadt, Charlie 6.1, 9.1

Kennedy, John E.

Kennedy, John F. 4.1, 8.1

KLM 7.1, 10.1

Kotex sanitary towels

Kroll, Alexander

Krone, Helmut 2.1, 4.1, 7.1

L

Lacroix

Lambert, Jerry 16.1, 16.2, 18.1

Lambert Pharmaceutical Co.

Lasker, Albert 2.1, 3.1, 4.1, 18.1, 18.2, 18.3

Lasker, Mary

Latin America

Launch advertising

Layouts 3.1, 5.1, 7.1, 7.2, 7.3, 7.4, 11.1, 12.1

Leading (line-spacing)

Legal aspects 5.1, 19.1

Legislation, advertising influence

Lemonnier, Pierre 7.1, 7.2

Lennen & Newell

Lent, Henry

Lever Brothers 3.1, 5.1, 15.1

Levitt, Professor 11.1, 17.1

Life magazine

Life Savers confectionary 18.1, 18.2

Lighters

Lilt cleaner

Lincoln, Abraham 4.1, 9.1, 9.2, 15.1

Liquor, 292

Listerine 16.1, 16.2, 18.1

Lloyd George, David

Lord & Thomas 4.1, 18.1, 18.2, 18.3, 18.4

Loudon, John

Louis XIV of France

Lux soap

M

McCall’s magazine 2.1, 18.1

McCann-Erickson 5.1, 17.1, 17.2

McGraw-Hill 9.1, 11.1, 11.2, 11.3

McKinsey 4.1, 4.2, 4.3, 6.1

MacLeish, Archibald

McMahan, Harry

Magazines

copy readership

design 7.1, 7.2, 7.3

direct response advertising 12.1, 12.2

editorial content

subscriptions 12.1, 12.2

Magnavox

Mailing, see Direct mail advertising

Mapes & Ross

Margarine 2.1, 7.1, 8.1, 8.2, 16.1

Marín, Múñoz

Markdowns

Marketing

Market research, see Research

Marlboro cigarettes 2.1, 7.1, 18.1

Maxwell House Coffee 2.1, 4.1, 8.1, 8.2, 16.1

Mercedes-Benz 2.1, 3.1, 7.1, 12.1, 17.1, 19.1

Merck pharmaceuticals

Merrill Lynch 2.1, 5.1, 7.1, 8.1, 9.1

Metropolitan Opera

Metropolitan Police (UK)

Meyer, Grethe

Mikoyan, Anastas

Milton Biow

Miscomprehension of advertisements 7.1, 8.1

Mobil 9.1, 9.2

Montgomery, Field Marshall

Montgomery Ward

Moonlighting

Morals

Morgan Guaranty 4.1, 5.1, 7.1

Morgan, J.P. 4.1, 4.2, 5.1

Morgens, Howard

Morril

Moscoso, Ted 4.1, 6.1

Moscow Olympic Games coins 12.1, 12.2

Moses, Bob

Motion picture industry 3.1, 15.1, 15.2

Multinational advertising 5.1, 17.1

Murphy, Bev

Music 8.1, 8.2, 8.3, 14.1

N

Nader, Ralph

Naming products

NBC

Needham, Harper & Steers

New York Herald

New York Philharmonic 13.1, 13.2

New York Times 7.1, 9.1, 12.1, 13.1, 13.2, 19.1, 19.2

New Yorker

New Zealand 5.1, 17.1

News in advertisements 7.1, 8.1, 11.1, 11.2

News magazines

Newspapers 7.1, 17.1

copy readership 15.1, 19.1

design 7.1, 7.2, 7.3

Nixon, Richard 19.1, 19.2

Norddeutsche Landesbank

Northwestern University

Norway 13.1, 13.2

Nudity

N.W. Ayer 1.1, 5.1, 18.1, 18.2

O

Ogilvy, Francis 2.1, 7.1, 12.1, 15.1

Ogilvy & Mather 4.1, 8.1, 18.1

Australia

Bangkok 17.1, 17.2

Bombay

Canada

clients 6.1, 12.1, 19.1

early days 1.1, 4.1, 4.2, 5.1, 5.2, 7.1, 15.1

Frankfurt 5.1, 17.1, 17.2

good cause advertising 13.1, 13.2, 13.3

house advertisements 5.1, 12.1, 12.2, 17.1

long copy

Milan

Nairobi

Paris 7.1, 8.1

Singapore 7.1, 12.1

staff 3.1, 3.2, 4.1, 4.2, 4.3, 4.4, 4.5, 17.1, 18.1

Old Crow whiskey

Oldsmobile

Omega Watch Co.

Opinion Research Corporation

Owen, Barry 17.1, 17.2

Owens-Corning Fiberglas 11.1, 11.2

P

Packaging 8.1, 15.1

Paco Rabanne 2.1, 2.2

Paris 2.1, 3.1

Parlin Award for Marketing

Patrick, Ted

Pearl, Leslie 9.1, 17.1

Penn, Irving

Pepperidge Farm bread 2.1, 2.2, 8.1, 8.2

Pepsodent

Petrol, see Gasoline

Peugeot 7.1, 19.1

Pharmaceuticals

Phillips, Bill

Photographs

captions 7.1, 7.2, 15.1

Political advertisements 19.1, 20.1

Positioning of products 2.1, 15.1

Posters 7.1, 19.1, 20.1

Premiums 12.1, 15.1

Price-off deals 9.1, 16.1

Pricing products 7.1, 15.1, 16.1

Pringles potato chips

Print advertising

Procter & Gamble 3.1, 3.2, 3.3, 5.1, 12.1, 14.1, 19.1

Profit 4.1, 5.1

Promotions

Public companies

Public opinion

Puerto Rico 2.1, 4.1, 6.1, 7.1

industrial development 2.1, 7.1, 10.1, 19.1

tourism 6.1, 7.1, 10.1, 10.2, 10.3, 19.1

R

Radio advertising 8.1, 18.1, 19.1

China

Kenya

Rand, Paul 7.1, 18.1

Raphaelson, Joel 1.1, 2.1, 3.1, 4.1

Rave cleaner

Raymond, Miner

Reader’s Digest 2.1, 3.1, 3.2, 3.3, 7.1, 7.2, 17.1

Reagan, Ronald

Recall of advertisements

Recession marketing

Red Cross

Red, White and Blue Beer

Reed, Virgil

Reese’s Peanut Butter Cups

Reeves, Rosser 2.1, 2.2, 18.1

Research 3.1, 8.1, 14.1, 15.1, 20.1

account facts 1.1, 2.1, 3.1

children

competitor 2.1, 15.1

new products 15.1, 16.1

readership measurement 2.1, 15.1

sales models 15.1, 16.1

Researchers

Resor, Helen

Resor, Stanley 2.1, 18.1, 18.2

Revlon

Revson, Charles

Rigby, Sir Hugh

Riney, Hal 3.1, 8.1, 8.2, 8.3

Rinso 7.1, 7.2, 7.3

Roadside Business Association

Robbins, Norman

Rockefeller, Jay

Rogers, Will

Rolls-Royce 2.1, 2.2, 4.1, 5.1, 5.2, 19.1

Roman, Kenneth 3.1, 4.1, 14.1

Romania

Roosevelt, Eleanor

Roosevelt, Franklin 18.1, 19.1

Roosevelt, Theodore 5.1, 18.1

Rosebrook, Jack 18.1, 18.2

Rubicam, Raymond 3.1, 5.1, 15.1, 18.1, 18.2; see also Young & Rubicam

Rudolph, Harold 2.1, 7.1

Ruml, Beardsley

Rupert, Anton

S

SAAB

Saalburg, Philippe 7.1, 7.2

Saatchi, Charles

Saatchi & Saatchi

Saint Augustine

Salesmen 11.1, 16.1

Samples, free 14.1, 15.1, 15.2

Sanitary towels

Sarnoff, Dorothy

Saudi Arabia

Save the Children Federation

Schenley

Schlitz beer 7.1, 18.1

Schwab, Vic

Schweppes 2.1, 2.2, 5.1, 5.2, 7.1

Scott, David

Scott Paper

Seaman, Al

Sears Roebuck 4.1, 5.1, 6.1, 7.1, 7.2, 9.1, 9.2, 9.3

Sex in advertising 2.1, 11.1, 11.2

Sheed, Wilfrid

Shell 2.1, 4.1, 5.1, 5.2, 5.3, 7.1, 8.1, 8.2, 11.1, 11.2, 15.1, 17.1, 17.2, 17.3, 19.1

Shepherd, Mills

Sherwood, Robert

Shipping Board

Shoop’s patent medicines

Sierra Club

Signed advertisements

Singapore 3.1, 7.1, 10.1, 10.2, 12.1

Skinner, Cornelia Otis

Slice of life technique 8.1, 14.1, 17.1

Slogans 9.1, 9.2

Smith Barney

Soap 2.1, 2.2, 7.1, 16.1

Soft drinks 2.1, 2.2, 19.1

Sonnenberg, Ben

Sound effects; see also Music

Spiegel, Der (Germany)

Split-run tests 7.1, 15.1

Spreads, two-page 7.1, 7.2, 7.3, 12.1

Squibb

Staff recruitment 3.1, 3.2, 4.1, 5.1, 9.1

Stanton, Henry

Stanton, Richard

Starch, Daniel

Starch Readership Service 7.1, 7.2, 7.3, 15.1

Statisticians

Stauffer Chemicals

Steel industry

Steinway 18.1, 18.2

Stephenson, Sir William

Steuben Glass

Stirling Getchel 2.1, 3.1

Stone, Bob

Story form in advertisements

Stowell, Esty 2.1, 4.1, 4.2

Subliminal advertising

Subsidiaries

Subway cards 7.1, 7.2

Super Glue

Supers (type/sound superimposition) 8.1, 14.1

Sweden 17.1, 17.2

Swift

Switzerland

Sykes, Harold

T

Talking heads commercials 8.1, 14.1, 17.1

Taylor, Bill 17.1, 17.2

Taylor whiskey

TBWA 17.1, 17.2

Teel liquid detergent

Telephone advertisers

Television 1.1, 7.1, 8.1, 15.1, 16.1, 16.2, 19.1

business-to-business advertising

direct selling 2.1, 12.1

Procter & Gamble

public opinion 9.1, 9.2

tips

types

Templeton, Alex

Testimonials in advertisements 7.1, 8.1, 11.1, 11.2, 12.1, 14.1

Tests

direct response 7.1, 12.1

marketing 14.1, 14.2, 15.1, 18.1

Thailand 3.1, 17.1, 17.2

Thom McCan shoes

Tide 14.1, 16.1

Tiger beer

Time magazine 7.1, 7.2

Times, The (London)

Trade advertising, see Business-to-business advertising

Trademarks

Train matches

Training 2.1, 3.1, 3.2

Travel advertising 7.1, 10.1

Treasure, John

Truman, Harry

Tschichold

Type 7.1, 7.2, 7.3, 11.1

black 7.1, 12.1

bold

capitals 7.1, 7.2

drop-initials 7.1, 7.2

italic 7.1, 7.2

lower-case

reverse 1.1, 2.1, 7.1, 7.2, 7.3, 7.4, 7.5, 12.1, 18.1

serif and sanserif 7.1, 7.2

size 7.1, 7.2, 7.3

U

Unilever 16.1, 17.1

United Negro College Fund 13.1, 18.1

Updike, John

US Government 9.1, 19.1, 19.2, 19.3

US Savings Bonds

US Steel 9.1, 9.2

US Trust

USSR 17.1, 17.2

V

Vanderbilt, William H.

Vaseline

Vicary, James

Viyella

Voices in commercials

Volkswagen 2.1, 2.2, 7.1, 7.2, 8.1, 18.1

W

Whiskey 2.1, 7.1

Whittier, Roy 18.1, 18.2

Williams, David

Wilson, Edwin Bird

Women in advertising 3.1, 3.2

World Fair, New York

World War II 16.1, 18.1

World Wildlife Fund 5.1, 7.1, 13.1, 13.2, 19.1

Wrangell, Baron

Wrigley’s chewing gum

X

Xerox

Y

Young, James Webb 7.1, 12.1, 18.1, 18.2

Young, John Orr

Young & Rubicam 1.1, 2.1, 4.1, 5.1, 5.2, 15.1, 17.1, 17.2, 18.1, 18.2

Z

Zest

Zett-Schriften Tiefdruch

Zippo lighters