Tobacco Documents Online

MILLHISER'ABSTRACT page 4 PHILIP MORRI!S' SUCCESS 19:30 Milihiser believes Philip Morris' success was due to having superior people inievery department as well as very capable chief executives for leadership. MARLBORO LIGHT'PACKAGING 29:00! The reason why Marlboro Light packaging is gold is because it gives it a more modern, contenporary look. It at~racts young smokers by giving the look of a new brand, and not the look of their parents' brand.

MILLHISER ABSI'RACT page 5 ROSS MILLHISER' INDEX OF ABSTRACT # 60. Cecil and Presby Advertising Agency 60:1:1 11:20; 60:1•1 20:50, Cigarette-making machinery 60:1:2 1:30 Cowboy 60:1:2 5:40 Cowboy theme 60:1:2'1:30 Dunhill cigarettes 60:1:1 7:25 Giannoto, Frank 60:1:1 11:20 King size cigarettes 60:1:1 7:25 Leo Burnett Advertising Agency 60:1:2 :10; 60:1:2 1:30 Marketing techniques 60:1:2 8:05 "Marlboro Country" campaign 60:1:2 5:40! National introduction 60:1:2 1:30 Marlboro Lights 60:1:2'29:00 Marlboro Package Design~ 60:1:1 11:20; 60:1:1 13:45 New York Yankees 60:1:2 5:40 Older models 60:1:2 1:30 Philip Morris Crest 60:1:1 20:50 Philip Morris Leadership 60:1:2 19:30 Print advertising 60:1:1 4:14I Research 60:1:2 8:05 Yankee Stadium 60:1:2 5:4& Young smokers 60:1:2 29:00