Word: splashier
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Dates: during 1960-1969
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...simple statue or park bench that bears their name, or by endowing a university chair or a foundation. Not George T. Delacorte. The 76-year-old founder of the Dell Publishing Co. seeks to perpetuate his memory in a more spectacular way: through a series of monuments, each splashier than the last. The splashiest to date is the Delacorte Geyser at the tip of Manhattan's Welfare Island, which was tested last week for the first time...
Tact & Patience. Tie-ins started on a small scale years ago as modest ads matching two products with an obvious affinity, but they have now bloomed into big ad and promotion campaigns that bring together as many as a dozen sponsors. Small companies are excited by the bigger, splashier space they can buy by pooling their ad money with other small firms, also like the occasional opportunity to be paired with a famous brand name. Tie-in promotional material is usually given more and better space in stores and show windows, is liked even by large corporations that can easily...