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  1. R.J. Reynolds Tobacco Co. (Reynolds American)
    Published: September 15, 2003

    R.J. Reynolds Tobacco Co. was founded by Richard Joshua Reynolds in 1875 in Winston, N.C.

  2. Radio
    Published: September 15, 2003

    In the late 1920s, early U.S. radio stations—such as Gimbel Brothers' WIP, the Chicago Tribune's WGN and Westinghouse's KDKA—chiefly advertised their owners' primary business.

  3. Ralston Purina Co.
    Published: September 15, 2003

    William H. Danforth founded the Robinson-Danforth Commission, a horse- and mule-feed business that was the predecessor of the Ralston-Purina Co.

  4. Rapp Collins Worldwide
    Published: September 15, 2003

    Founded by Stanley Rapp and Thomas Collins as Rapp & Collins, New York, the direct-marketing division of Foote, Cone & Belding, 1965.

  5. Ratings
    Published: September 15, 2003

    Ratings are a measure of a broadcast or cable program's listening or viewing audience.

  6. Ratto Agency (Ratto/BBDO)
    Published: September 15, 2003

    Founded by David Ratto in Buenos Aires, 1974.

  7. Recall
    Published: September 15, 2003

    Methods for assessing the effectiveness of advertising have proliferated since the early days of the profession and continue to do so with the introduction of new media.

  8. Reeves, Rosser (1910-1984)
    Published: September 15, 2003

    Born in 1910 in Danville, Va., Rosser Reeves got into advertising by accident.

  9. Religion, Advertising of
    Published: September 15, 2003

    Although non-profit organizations have embraced marketing practices wholeheartedly for decades, churches have been slower to adopt them, especially in the area of advertising.

  10. Resor, Helen Lansdowne (1886-1964)
    Published: September 15, 2003

    Helen Lansdowne Resor was born Feb. 20, 1886 in Grayson, Ky.

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