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TITLE: Advertising Age Magazine
[ Rare business and Advertising magazine! See FULL contents below!]
ISSUE DATE: Monday, April 2, 1984 Vol 55, No. 15
CONDITION: LARGE sized magazine, Approx 15" X 11". COMPLETE and in clean, VERY GOOD condition. (See photo)

IN THIS ISSUE:
[Use 'Control F' to search this page. MORE MAGAZINES' exclusive detailed content description is GUARANTEED accurate for THIS magazine. Editions are not always the same, even with the same title, cover and issue date.] This description copyright MOREMAGAZINES. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

COVER: Best Commericials of 1983. Our selection of the year's 70 outstanding TV spots. HIGHLIGHTS:
The Federal Trade Commission's Reagan majority moved ahead decisively last week to establish its narrower concept of "deception" as the benchmark for advertising law. The decision ditches the deception standard relied on by FTC for more than 40 years. See Page 6.

glkell Oil OW today will introduce its first new gasolirws since its super unleaded in 1975--un-leaded SU 2000 and RU 2000--in a national ad campaign that boasts the new gasoline is 'so unique ifs patented." See Page 10.

Procter & Gamble is producing three cable tv series on spar-tan budgets_ The largest advertiser of tv shows has invested only $4 million of its $560 million-plus in tv media expenditures in the programs. See Page 12.

The difference between General Motors' new C-body Cadillac, Oldsmobile 98 Regency and Buick Electra is in the marketing more than the design. See Page 54.

Media General has filed a lawsuit against William B. Tanner, who responds that all charges are false. See Page 6L CORPORATE CLOSEUP:
Circle K Corp., once a little-noticed convenience store, has positioned itself to challenge Southland Corp.'s 7-Eleven. With Karl Eller, a flamboyant businessman, at the helm, Circle K hopes to outdo its mammoth rival by providing more and better services. See Page 4.

INTERNATIONAL:
Joe Sedelmaier, the director of popular deadpan U.S. commercials, is hitting European tv screens for the first time, with a Mobil spot in France and an Avis commercial in the U.K. See Page 36.

Newsweek, in the boldest step yet by a U.S. weekly to penetrate the Japanese media scene, is negotiating with a Suntory subsidiary to publish a Japanese-language edition of the magazine. See Page 36.

PepsiCo will begin a new international campaign for Pepsi -Cola that will run with minimal changes in each market, beginning this month in Spain. See Page 39.

VIDEOTECH:
"Cable-ready" tv sets have spurred lawsuits in Wisconsin, Pennsylvania and Kentucky, Consumers are finding the "cable compatible" sets aren't necessarily ready for cable reception. See Page 44 Although not yet on the market, 8mm video already is having a disruptive impact on the home video industry. See Page 45.

MAGAZINE:
The ADVERTISING AGE Best Commercials of 1983 were chosen from more than 1,700 entries and represent the finest--in the AA editors' view--in tv advertising during the last year. See Page M-4.

Marketing to Women: Neither superwoman nor housewife are labels with universal meaning for marketers; thus they have to alter their traditional approaches to reach this segmented and elusive market. See Page M-9.

Yes, Mrs. Field of cookie fame does exist She's only 27 years old and oversees a $30 million business that she began by giving away cookies on a California street. See Page M-20.

REGULAR FEATURES.
ADVERTISING.
MARKETPLACE.
AGENCY PEOPLE.
CON-SID-ERATIONS.
EDITORIAL.
FOR THE RECORD.
FORUM.
LETTERS.
NEW PRODUCTS.
PHOTO REVIEW.
PRESST1ME.
REGIONAL NEWS.
V1DEOTECH UPDATE.
WASHINGTON BEAT.
WORLD NEWS ROUNDUP.
ADSEAT.


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