rmobile appeared on the streets of Chicago, and the Wienerwhistle appeared in 1952. The first Oscar Mayer Wiener jingle hit the airwaves in 1963, and today, the company is sponsoring a contest for children to sing the jingle and become a star in an Oscar Mayer television commercial. The company's marketing has been innovative and forward thinking for decades, which is one reason its marketing is so effective.
             Oscar Mayer's long history has given the company a proven record of accomplishment, and that aids in their marketing campaigns. The company is also quite adept at finding the attributes of their products and enhancing them. Marketing experts Sutherland and Sylvester note, "Much of the art of advertising, then, lies in finding ways to play the focal beam of attention on the attributes of the product that are consistent with what already exists in our minds" (Sutherland & Sylvester, 2000, p. 130). Hot dogs are easy and fun to eat, and what could be more fun (and
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