Rubicam, Raymond

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Rubicam, Raymond (1892–1978) advertising executive; born in Brooklyn, N.Y. A journalist turned copywriter, he cofounded the New York advertising agency, Young and Rubicam (1923), which became the nation's largest advertising agency. His innovations included employing market research, replacing "hard sell" pitches with an indirect approach, involving advertising agencies in producing client-sponsored radio programming, and introducing advertising into Sunday newspaper comics. He retired in 1944.

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