Did the advertising messages manage to capture the essence of the argument in the battle between Bennett LeBow and RJR nabisco?
In a war of words - such as the recent battle between Bennett LeBow's Brooke Group and RJR Nabisco - the copywriters charged with producing punchy, pithy and persuasive advertising slogans have to first identify, and then encapsulate, the very crux of the argument; that issue which is most likely to determine the outcome.
So did they succeed? Did they isolate those defining issues?LeBow's first strike on the advertising front came in January. His Brooke Group, the company which owns tobacco
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Janet Dignan
Janet Dignan is a graduate of Otago University in New Zealand, where she read philosophy. From 1979 to1982 she was head of information at Linklaters, with responsibility for internal and external information resources for its offices in London, Hong...
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