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"THE 100 BEST TV COMMERCIALS": Advertising: A New Book Chooses the 100 Best TV Commercials 

Another entry in the Madison Avenue version of beauty pageants arrives today, as Random House publishes "The 100 Best TV Commercials . . . And Why They Worked" (Times Business, $29.95) by Bernice Kanner, a longtime advertising journalist. . . Asked what values predominate among the commercials, Conrad replied that most "set a new standard, create a paradigm shift" in competitive consumer product fields by striving successfully to "own the major benefit" in the market.

For example, the low-key Volkswagen Beetle commercials by Doyle Dane Bernbach were focused on "reliability and economy," he added, while anthemic spots for Marlboro cigarettes by Burnett were centered on "flavor, which in tobacco is what you want to own" [You can order " The 100 Best TV Commercials" here] . .

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