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(Studio: Peter Jennings) The key ingredients in advertising schemes examined; television ads shown to illustrate the current focus on the emotional sale. ["100 Best television Commercials" author Bernice KANNER - says the American audience is cynical, but advertising is influential.] [DDB Worldwide chairman/CEO Keith REINHARD - cites the necessities of a commercial.]
(Washington: Jackie Judd) Emotional television ads that may barely mention the product examined; sample ads shown. ["Ad Week" Barbara LIPPERT - cites the aim of creating an emotional bond to a product; says Philip Morris is fighting for their lives in the cigarette business.] [Philip Morris Steven PARRISH, Interbrand Martyn STRAW - say the company wants to be well-thought of by the public.]
(Studio: Peter Jennings) Tomorrow's segment previewed.
- Jennings, Peter;
- Judd, Jackie
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