Word: levers
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Dates: during 1960-1969
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BIGGEST U.S. ADVERTISER in 1959 in major media was General Motors ($110.6 million), which ousted Procter & Gamble ($105.6 million) from lead. Others, according to rank: Ford Motor Co. ($61.7 million), General Foods ($61 million), Lever Brothers ($57 million), American Home Products ($52 million), Colgate-Palmolive ($50 million), Chrys ler ($47 million), R. J. Reynolds Tobacco ($39 million) and American Tobacco ($35 million...
Elgin's troubles began in the mid-'50s, when imported watches began to cut into the sales of its expensive ($35-$150) watches, and a sudden surge in the sales of lower-priced pin-lever (i.e., non-jeweled ) watches captured 45% of the market. At first, Elgin tried to offset its watch losses by diversifying into electronics and abrasives. That failing. President James Shennan called bright, aggressive Sylvester Moorman, 46, to Elgin...
...Free French government; after his term ended, he exiled himself to France, stayed there eight years before returning for Peru's 1956 election and his second term. In office this time, he supported France's Algerian policy in the U.N. De Gaulle sees Peru as a diplomatic lever to open doors in South America for his "third world force"-a concept that, in the words of Paris' Le Monde, includes "the affinity between European and South American countries in their common desire not to be crushed between the U.S. and the Soviet Union...
...landed safely. Still, an accompanying FAA flight inspector filed a complaint against the pilot for rule-book infringement. Though A.L.P.A. Boss Sayen hammered away at FAA's rigid judgment, Quesada had the last word: investigation showed that the pilot had failed to safety-catch a fuel-flow lever; it had slipped out of position to cut off the fuel to one engine on takeoff. The FAA rules on fuel-flow levers were tightened...
...heaviest crackdown on phony TV advertising, the Federal Trade Commission last week gave new teeth to an old saw: things are rarely what they seem. The FTC filed complaints against four major national advertisers (Standard Brands, Colgate-Palmolive, Alcoa and Lever Bros.), three advertising agencies (Manhattan's Ted Bates & Co. and Foote, Cone & Belding, and Pittsburgh's Ketchum, MacLeod & Grove), and Foote, Cone's Vice President William H. Bambric. The charge: trickery designed to fool the TV viewer...