Lord & Thomas 4.1, 18.1, 18.2, 18.3, 18.4 Loudon, John Louis XIV of France Lux soap M McCall’s magazine 2.1, 18.1 McCann-Erickson 5.1, 17.1, 17.2 McGraw-Hill 9.1, 11.1, 11.2, 11.3 McKinsey 4.1, 4.2, 4.3, 6.1 MacLeish, Archibald McMahan, Harry Magazines copy readership design 7.1, 7.2, 7.3 direct response advertising 12.1, 12.2 editorial content subscriptions 12.1, 12.2 Magnavox Mailing, see Direct mail advertising Mapes & Ross Margarine 2.1, 7.1, 8.1, 8.2, 16.1 Marín, Múñoz Markdowns Marketing Market research, see Research Marlboro cigarettes 2.1, 7.1, 18.1 Marlborough, Duke of Marshall, Bob Marsteller, Bill Matches Mathes, Jim Maxim Instant Coffee Maxwell House Coffee 2.1, 4.1, 8.1, 8.2, 16.1 Maynard, William Media departments Media Institute