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The article focuses on the adoption of pretesting techniques by U.S. advertisers before exposing their products to the public at large. The advertising strategy allows advertisers to correct their mistakes before it is too late. Research was conducted by the Institute for Advertising Research (IAR) in Chicago, Illinois to illustrate a typical pretest procedure. The two major influences that contributed to the rapid growth of pretesting are also discussed.

The article focuses on Schaumburg, Illinois-based Motorola Inc. which, by advertising pop singer Jay Chou, has targeted young Chinese trendsetters in China. The company has hired Chou as its brand ambassador in China. As per the company's expectations, Chou will champion the music experience delivered by the company's handsets and MotoMusic, the first and largest legal music-download site in China.

The article provides information concerning the selling of a location in Chicago, Illinois. People expect to have certain amenities close their home in the city, and real estate agents are slipping the names of specific businesses into advertising as an enticement. The author said that business owner Cindy Levine was not aware that her business was listed as a selling point for the property, but she was pleased.

This article presents information on the medium used by the Illinois Lottery to promote lottery games in Illinois in September 1997.

The article focuses on issues related to marketing research discussed by Greg Rathjen, executive vice president of Henderson Advertising, during the 11th Annual Marketing Research Conference of the American Marketing Association held in Chicago, Illinois. Rathjen stated that marketing research in the 1990s should help agencies develop reliable novelty, which involves the quick and consistent production of different messages that make a difference.

The article presents a list of events related to the American Marketing Association (AMA). A conference titled "Sales Promotion Conference" sponsored by the AMA's Academy for Health Services Marketing will be held on May 21-23, 1989, in the Hyatt Regency Chicago in Chicago, Illinois. A conference titled "10th Annual Marketing Research Conference" sponsored by the AMA's Marketing Research Division will be held on September 17-20, 1989, in the Marriott Marquis in New York. A conference titled "Eighth Annual Services Marketing Conference" sponsored by the AMA's Services Marketing Division will be held on October 22-25, 1989,in the Hyatt Regency Embarcadero in San Francisco, California. A congress titled "Third World Advertising & Marketing Congress" will be held on October 23-28, 1989, in Manila, Philippines.

This article highlights the success of All-Test Inc. of Rolling Meadows, Illinois, an automobile and truck diagnostic equipment maker, in doubling its sales volume by making use of direct sales from magazine advertisements. The company's previous marketing strategy was to directly go to the professional and do-it-yourself mechanic. All-Test president Rod Georgiu explained the details of the company's advertising strategy.