Part 13 (2/2)
Page 51 Max Keith . . . mustache: Pendergrast, 217-219. Pendergrast, 217-219.
Page 51 n.a.z.i Youth rallies . . . bottler conventions: Pendergrast, 220-221. Pendergrast, 220-221.
Page 51 Keith w.a.n.gled an appointment . . . n.a.z.i general: Pendergrast, 221-223. Pendergrast, 221-223.
Page 51 Coca-Cola investigators . . . modest amount of profit: Allen, 264. Allen, 264.
Page 52 sixty-three overseas bottling plants, financed for $5.5 million: Allen, 265. Allen, 265.
Page 52 just 20 percent of one year's net profits: The Coca-Cola Company, Annual Report, 1945. The Coca-Cola Company, Annual Report, 1945.
Page 52 In 1950, Time Time magazine: magazine: Time Time, May 15, 1950.
Page 52 s.h.i.+fting from D'Arcy to a new agency: Dietz, 167; Sivulka, 265. Dietz, 167; Sivulka, 265.
Page 52 the company was unexpectedly rudderless: Allen, 297. Allen, 297.
Page 52 falling flat in the messier conflict with Korea: Watters, 224. Watters, 224.
Page 53 Madison Avenue again turned . . . attribute that sets a product apart: Mark Tungate, Mark Tungate, Ad Land: A Global History of Advertising Ad Land: A Global History of Advertising (London: Kogan Page, 2007), 44. (London: Kogan Page, 2007), 44.
Page 53 North Carolina pharmacist . . . stomachache: Milward W. Martin, Milward W. Martin, Twelve Full Ounces: The Story of Pepsi-Cola Twelve Full Ounces: The Story of Pepsi-Cola (New York: Holt, Rinehart and Winston, 1962), 5-7. (New York: Holt, Rinehart and Winston, 1962), 5-7.
Page 53 three hundred bottlers in twenty-four states: Martin, 28-31. Martin, 28-31.
Page 53 spike in sugar prices all but put it out of business: Martin, 33-45. Martin, 33-45.
Page 53 The company probably would have died . . . $50,000 in 1933: Pendergrast, 188-190. Pendergrast, 188-190. Page 53 12-ounce beer bottles . . . $4 million in 1938: Page 53 12-ounce beer bottles . . . $4 million in 1938: Martin, 60-61. Martin, 60-61.
Page 53 infectious jingle: Martin, 103-104. Martin, 103-104.
Page 54 went straight to the government . . . any company could use: Allen, 243-244. Allen, 243-244. Page 54 c.o.ke sued for peace: Page 54 c.o.ke sued for peace: Allen, 191-192. Allen, 191-192.
Page 54 ”Stay young and fair” . . . $14 million by 1955: Martin, 133. Martin, 133.
Page 54 c.o.ke's market share began slipping . . . ”c.o.ke can hardly”: Pendergrast, 256. Pendergrast, 256. Page 54 ”For those who think young”: Page 54 ”For those who think young”: Sivulka, 261. Sivulka, 261.
Page 54 In 1956 . . . $53 million a year: Vance Packard, Vance Packard, The Hidden Persuaders The Hidden Persuaders (New York: Simon & Schuster, 1953), 95. (New York: Simon & Schuster, 1953), 95.
Page 55 surveying customers in all of 1.6 million retail outlets: Kahn, 153. Kahn, 153.
Page 55 newfangled approach of ”motivational research”: Packard, 23, 215. Packard, 23, 215.
Page 55 Maidenform . . . exploited: Sivulka, 267. Sivulka, 267.
Page 55 ”possible symbolic mistress”: Packard, 82. Packard, 82.
Page 55 ”The greater the similarity”: Packard, 17. Packard, 17.
Page 55 Vance Packard exposed the ”depth boys”: Packard, 24-25. Packard, 24-25.
Page 55 researcher named James Vicary . . . made the whole thing up: August Bullock, August Bullock, The Secret Sales Pitch: An Overview of Subliminal Advertising The Secret Sales Pitch: An Overview of Subliminal Advertising (San Jose, CA: Norwich, 2004), 8-10; Stuart Rogers, ”How a Publicity Blitz Created the Myth of Subliminal Advertising,” (San Jose, CA: Norwich, 2004), 8-10; Stuart Rogers, ”How a Publicity Blitz Created the Myth of Subliminal Advertising,” Public Relations Quarterly Public Relations Quarterly 37, no. 4 (Winter 1992/1993), 12-17. 37, no. 4 (Winter 1992/1993), 12-17.
Page 55 Advertisers further denounced: Max Sutherland and Alice K. Sylvester, Max Sutherland and Alice K. Sylvester, Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (St. Leonard's, Australia: Allen & Unwin, 2000 [orig. pub. 1993]), 35. (St. Leonard's, Australia: Allen & Unwin, 2000 [orig. pub. 1993]), 35.
Page 56 ”You'd have to be an idiot” . . . ”it's precisely because we don't”: Rob Walker, Rob Walker, Buying In: The Secret Dialogue Between What We Buy and Who We Are Buying In: The Secret Dialogue Between What We Buy and Who We Are (New York: Random House, 2008), 111, 68. (New York: Random House, 2008), 111, 68.
Page 56 c.o.ke redoubled its efforts . . . to fill in the blank: Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234. Allen, 323; Pendergrast, 273; Louis and Yazijian, 233-234.
Page 56 both companies had an advertising style: Pendergrast, 274. Pendergrast, 274.
Page 56 Between 1954 and 1964 . . . 227 in 1964: Allen, 322. Allen, 322.
Page 56 got over its single-product fetish: Allen, 330; Pendergrast, 272, 277-278. Allen, 330; Pendergrast, 272, 277-278.
Page 57 confronted the changing reality of America: Fox, 272. Fox, 272.
Page 57 company stayed on the sidelines: Pendergrast, 266; Louis and Yazijian, 87. Pendergrast, 266; Louis and Yazijian, 87.
Page 57 ”I've heard the phrase”: Kahn, 158. Kahn, 158.
Page 57 Woodruff personally risked . . . company dragged its feet: Allen, 338-339; Pendergrast, 280-282. Allen, 338-339; Pendergrast, 280-282.
Page 57 no soldier made of sugar in Danang: Allen, 349; Pendergrast, 286-287. Allen, 349; Pendergrast, 286-287.
Page 57 Pepsi filled the gap: Pendergrast, 288. Pendergrast, 288.
Page 57 reached into the World War II archive to pull out: Pendergrast, 288. Pendergrast, 288.
Page 57 campaign protesting the deplorable conditions: Pendergrast, 293-295. Pendergrast, 293-295.
Page 58 effectively ended union representation: Jerry Jackson, ”Grove Sale Deals Blow to Labor: Coca-Cola Transaction Cancels State's Only Field Worker Contract,” Jerry Jackson, ”Grove Sale Deals Blow to Labor: Coca-Cola Transaction Cancels State's Only Field Worker Contract,” Orlando Sentinel Orlando Sentinel , February 14, 1994. , February 14, 1994.
Page 58 company launched new initiatives: Pendergrast, 291, 296; Allen, 356. Pendergrast, 291, 296; Allen, 356.
Page 58 plane was fogged in . . . ”a tiny bit of commonality”: Coca-Cola Heritage, ”'I'd Like to Buy the World a c.o.ke'-The Hilltop Story,” Coca-Cola Heritage, ”'I'd Like to Buy the World a c.o.ke'-The Hilltop Story,” pany.com/heritage/c.o.kelore_hilltop.html.
Page 58 the shoot was a nightmare: Pendergrast, 300. Pendergrast, 300.
Page 58 ”sure-fire form of subliminal advertising”: ”Have a c.o.ke, World,” ”Have a c.o.ke, World,” Newsweek Newsweek, January 3, 1972.
Page 58 ”Look Up, America!”: Pendergrast, 305-306. Pendergrast, 305-306.
Page 58 sales of soft drinks continued to soar: William Moore and Peter Buzzanell, William Moore and Peter Buzzanell, Trends in U.S. Soft Drink Consumption. Demand Implications for Low-Calorie and Other Sweeteners, Sugar and Sweeteners: Situation and Outlook Report Trends in U.S. Soft Drink Consumption. Demand Implications for Low-Calorie and Other Sweeteners, Sugar and Sweeteners: Situation and Outlook Report. U.S. Department of Agriculture, Economic Research Service, September 1991.
Page 59 ”At Pepsi, we like like the Cola Wars”: the Cola Wars”: Tedlow, 104. Tedlow, 104.
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