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FAUX PAS: Controversy again proved dominant in influencing media coverage of marketing-related events during August.

The American Medical Association's endorsement deal of Sunbeam Corp.'s medical products and its subsequent retraction overshadowed all other marketing stories during the one-month period leading up to this edition of SPINdex, with a SPINdex score of 672 for the marketing faux pas.

Sprint Corp.'s sponsorship of the new Rolling Stones tour ranked a distant second with a SPINdex score of 194.

The burger wars always provide fodder for marketing news and, in their most recent salvo, Burger King Corp.'s launch of the Big King garnered a SPINdex score of 177, higher than the SPINdex score of 150 McDonald's Corp. received for publicity surrounding its Arch Deluxe woes.

Ranking fifth for the month was the United Parcel Service strike, with a SPINdex score of 141.M

Joe Mandese is senior VP of Myers Reports. Mark Weiner is VP of Medialink PR

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