Word: cones
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Dates: during 1960-1969
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Apollo's temporary silence was easily explained. As the cone-shaped spacecraft hit the ocean, it was capsized by a combination of gusty winds and choppy waves. With the capsule in a nose-down position, its submerged antennas were useless. But the astronauts, trained for such contingencies, had to inflate three flotation bags attached to Apollo's nose. As the bags became buoyant, they swung the nose toward the surface until the spacecraft flipped upright, exposing the antennas and allowing radio transmissions to be resumed...
...Great Air Race of 1967 embroiled Madison Avenue for much of last summer. It began when Trans World Airlines, at a time when other airlines were launching bright new advertising campaigns, decided to throw its $18 million-a-year account up for grabs. Eight top agencies, including Foote, Cone & fielding, TWA's shop since 1956, spent months of work and more than $1,000,000 to land the business. The winner? None other than Foote, Cone, which won the day with a campaign built around TWA's current "Up, up and away" theme...
Last week Foote, Cone came down with a crash. After a brusque meeting with the ad company's officers, TWA announced that it was shifting its account to the much publicized, two-year-old Manhattan agency of Wells, Rich, Greene. Admen were stunned. For one thing, Wells, Rich, Greene had not even participated in last summer's drag-out battle for the TWA billings. Moreover, only nine months ago, blonde, fortyish Mary Wells, the agency's president and cofounder, married Harding Lawrence, chairman of Braniff Airways, whose $6,500,000 account had taken her struggling outfit...
...Costa Rica, Mount Arenal had been quiet for nearly five centuries, its graceful cone plugged solidly with ages-old magma. Without warning one afternoon, Arenal blew a huge hole in its flank. Vaporized magma shot out at 1,472° F. and incandescent gas soared thousands of feet into the sky. Red-hot volcanic ash spread for miles across rich cattle-raising land, piling three feet deep in places. At least 78 people died, and further disaster struck searchers for the 100 or more still missing when a sudden sheet of flame engulfed a carload of rescuers, incinerating...
...launching a commercial, agencies screen it before test audiences and run a series of checks and quintuple checks that are as elaborate as those for a space shot. Lie detectors, word association, sentence completion and the Minnesota Multiphasic Personality Inventory are among a few of the methods used. Foote, Cone & Belding lugs rearview projectors to homes to get verdicts. Kenyon & Eckhardt plays TAG (Target Attitudinal Group), a method of extensive indirect questioning...