William M. Weilbacher is
president of Bismark corporation, a marketing and advertising consultancy that
he founded in 1979. Prior to that, he held executive positions in advertising
agencies: Dancer-Fitzgerald-Sample, Mccattrey and Mccall, and Jack Tinker &
Partners. He is the author of 20 books dealing with advertising and marketing
topics, most recently Brand Markefing (1993,
NTC Business Books). He is past president of the Market Research council and
past chairman of the Technical committee of the Advertising Research Foundation.