PROMOTION: Oil's New Sell

Among the notable effects of the energy shortage is a radical change in oil-company advertising. Surprising as it may appear to readers and TV viewers who see a sudden gush of oil ads, few major oil firms have increased their advertising much, and many have cut back. But the ads that do run are not aimed at selling gasoline; they tend to be institutional ads that seek to explain the energy crisis and the companies' high profits. Says Paul Haynie, a Needham, Harper & Steers executive who handles advertising for Atlantic Richfield:...

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