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Reference File, "Dogs (Johnson family's)" (Item)
  • operational theory was that the key to a successful ad campaign was identifying the product's "unique selling position." Reeves realized that Eisenhower -- a five-star general who managed to be plain old "Ike" to millions of Americans -- was h1s own unique
Reference File, "Dogs (Johnson family's)" (Item)
  • operational theory was that the key to a successful ad campaign was identifying the product's "unique selling position." Reeves realized that Eisenhower -- a five-star general who managed to be plain old "Ike" to millions of Americans -- was h1s own unique