Word: antacid
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Thomas Patterson, a political scientist at Syracuse University, who studied the impact of TV ads in the 1972 presidential campaign, found that they tend to stick in the mind longer than commercial plugs. "Most Americans feel that choosing a President deserves more consideration than selecting a brand of antacid." When asked to describe a political ad during the 1972 campaign, 56% of the viewers were able to give a full description of it-twice the number who are usually able to recall a commercial plug...
Randell's fast-growing wealth, which he offhandedly understates, comes from stockholdings. His company promotes or sells diverse goods and services: mouthwash and antacid pills, magazines and record-club memberships, vacation cruises. It even does naval recruiting in a fickle market of 10,500,000 college and high school students in the U.S. and Canada. Since April 24, when the company brought out a public issue of its common stock, the price of its shares has jumped from $6 to $26.50 on the over-the-counter market. Accordingly, the value of Randell's 54% holding has swelled from...
...average fellow who occasionally complains "I've got gas on my stomach" may indeed be uncomfortable be cause gas is distending some part of his digestive tract. If he chews a few antacid tablets, he most likely will do himself no good, but neither will he do any harm. To guard against recurrences, he should avoid eating pulse vegetables such as navy or lima beans (as every high-altitude flyer and astronaut knows) and roughage foods such as cabbage, Brussels sprouts and celery. These two classes of foods, by different biochemical mechanisms, promote the formation...
Bland Tradition. Now Professor Claude R. Hitchcock, a member of Dr. Wangensteen's own surgery faculty, reports that the Wangensteen treatment is not much good. At best, says Dr. Hitchcock in the Journal of the A.M.A., it is no better than traditional medical management of duodenal ulcers-meaning antacid pills and a bland diet...
Miles is even bringing change to its basic product, Alka-Seltzer-an efferescent antacid compound of aspirin, bicarb of soda, citric acid and mono-calcium phosphate. It has added to its traditional blue-labeled bottle handy tinfoil packs of Alka-Seltzer that can fit into pocket or purse, is test-marketing ginger-and citrus-flavored versions of the tablet. To convince people that they do not have to drink a gallon of water with Alka-Seltzer, the company is also suggesting in its ads that they adopt the habit of downing Alka-Seltzer "on the rocks," with only a touch...