background, 9
of alkaline battery manufacturer, 140, 142143
of baby shoe manufacturer, 285, 286287
of central air conditioner company, 264, 265266
of Energizer EZ Changehearing aid batteries, 18, 33
of hardware products company, 242, 244246
of housewares product company, 304, 305307
of Jumbo-Koter by Wooster Brush, 3840, 53
of Leggs hosiery, 8283, 99
of Philips long-life lightbulbs, 5961, 77
of plastic laminates company, 325, 327328
of table mat and napkin company, 207, 209210
of telephone conferencing device company, 174, 176177
for Treo device, 119120, 131
of Zicam cold remedy nasal gel, 103105, 115
BASES , 28, 29, 3031, 34, 36, 37, 112
brand name , 11
for Energizer EZ Changehearing aid batteries, 22, 3435
for Jumbo-Koter by Wooster Brush, 4445, 55
for Leggshosiery, 8386, 100
for Philips long-life lightbulbs, 59, 6569, 7174, 78
in sample marketing plans, 141142, 156, 158, 194, 221, 228229, 230, 251252, 253, 294, 318, 341
for Treo device, 123, 132
for Zicam cold remedy nasal gel, 107108, 115116