RALSTON SOUNDS RETREAT IN GLUT OF PREMIUMS

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As the world counts down to 2000, Advertising Age looks back to capsule moments in advertising during the century.

Ralston Purina Co. is eliminating premiums. Packages of the marketer's Chex cereals distributed in the las few weeks of February 1956 have told of the change with the bold slogan: "Look ma, no premiums."

Copy says, "You'll find no trading cards, space ships, fission guns. Nothing that rips, roars or rolls. No Venetian poison rings, slave bracelets, or car jacks."

Ralston noted that "Premiums in cereal packages have caused retailers all sorts of headaches, with packages ripped open in stores. They have cluttered his shelves and staggered his stacks. He has been menaced by rocket guns and

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