Word: ronson
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What Sells? Ronson Corp. hands out about $150,000 worth of lighters and shavers yearly on TV, figures it gets about $600,000 worth of screen time, which it feels ultimately boosts sales just as regular TV commercials do. Longines-Wittnauer believes that awarding its watches on TV greatly enhances their value: "People may not rush right out and buy, but over the year it pays off." RCA Victor, Polaroid Corp. and Ford's Lincoln-Mercury found that traffic jumped appreciably in their showrooms and stores after a single showing on NBC's The Price Is Right...
Crowds passing through the display saw copies of Ronson and Zippo lighters, Sheaffer and Parker pens, Bell & Howell movie projectors, Leica cameras, Esterbrook desk-pen sets, Revere Ware copper-bottomed saucepans, even a West German B.M.W. motorcycle. Some Japanese copies were so precise the parts were even interchangeable with foreign products. "There would be many more complaints if people only realized the full extent of the copying," said one trade official. "American electrical appliance makers may be due for an early shock. Japanese appliance manufacturers are rapidly nearing the stage of technical proficiency where facsimile copies will be possible...
...sponge. To dealers and distributors went a letter canceling Fair Trade contracts on the company's prices. Said G.E.: "We have abandoned our policy because we have found it inoperable." Within three days, half a dozen other diehard Fair Traders, including Sunbeam Corp., McGraw-Edison Co. (Toastmaster), Ronson Corp., and Schick Inc., followed G.E.'s lead, dealing the hardest blow yet to the list price as a factor in U.S. retailing...
...appliances. Yet in many other U.S. cities, the news stirred hardly a ripple. In Washington, D.C., Detroit, Dallas, Denver and dozens of other markets, Fair Trade on these items has long since died. Said a Milwaukee department-store executive: "This is hardly news. We've been selling $28.50 Ronson razors for $6.03 plus trade-in right along...
...foam (in one year alone, more than 1,000 outboard motors were sold in Brunei). Farther along the river, a work crew of tattooed natives mix concrete for the pilings of a new bridge. There is money in their pockets for ice-cold Carlsberg beer, Lucky Strikes and Ronson cigarette lighters, all on sale at a roadside stand when the lunch break comes. And the future for each of them is made rosier by the promise of a pension of $7 a month for life for everyone in the nation over...