Advertising: The Wunderkinder

Conservative West Germans, who have long sniffed at made-in-America marketing techniques, had never seen anything like it. Splashed in four vibrant colors across their newspapers not long ago were glossy-faced ads touting a new cigarette called Reyno, the Teutonic version of R.J. Reynolds' mentholated Salem. German smokers responded to the adman's tune like the children of Hamelin, promptly made Reyno one of the top selling cigarettes among more than 200 West German brands. And German ad agencies promptly began copying the four-color newspaper process, which was introduced to Germany by the...

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