Word: procter
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Dates: during 1960-1969
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...expenditures in 1963 rose 6% to reach $13.1 billion-the first jump beyond $13 billion. Advertising Age, the journal of the ad world, announced last week that the 100 leading national advertisers alone spent a record $3.17 billion on ads and sales promotion, up 10.5% from the previous year. Procter & Gamble, the nation's largest soapmaker, pulled ahead of General Motors to become the No. 1 U.S. advertiser. The top ten (in millions of dollars...
Four years ago, the American Den tal Association gave its seal of "recognition" to Procter & Gamble's fluoridated Crest toothpaste, and the $320 million dentifrice industry has not been the same since. Crest doubled its sales within a year, then passed Colgate Dental Cream, the longtime leader, to win the nation's No. 1 selling spot. The side effects of Crest's leap were consider able: a few fringe toothpastes were forced off the market, other brands' advertising budgets soared to keep up with Crest, and almost everybody in the business hurried back to the laboratory...
...help Colgate's new brand. But almost unnoticed last week was the fact that the A.D.A. also upgraded its recognition of Crest from "B" status to "A." Crest now rates listing in the dentists' Accepted Dental Remedies classification, a move that is certain to be publicized by Procter & Gamble...
...last week he became chairman as well, succeeding retired William H. Burkhart. Illinois-born and educated (University of Illinois '35), Mumford came to soapmaking Lever Bros., ten years ago from towelmaking Fieldcrest Mills. As president, he has followed a Burkhart strategy of not knocking heads with bigger Procter & Gamble, instead pushing products that Lever has hit the market with first. From Lever's glassy Lever House in Manhattan, Mumford directs a firm cost control program. While sales increased only slightly to $415 million last year, that program raised profits 25% to $12.7 million-a far better performance than...
...similar vein, Mary E. Procter '64 proposed that students be exposed to progressive stages of thought about a certain historical period. She suggested that "prohibiting the professor from using his own specialized vocabulary" would attract students who use Gen Ed for purposes of exploration