not to run a business. >> dr. robert jackler joins me now. besides being a surgeon, researcher and professor at stanford, he and his wife founded a group called the stanford researchers into the collection of tobacco advertising, which are a collection of ads at the smithsonian. dr. jackler, what went on hereby? they were graduate students working on this project. they came to you because you're an enormous poztory of how big tobac tobacco advertised. >> good morning, michael. i think these guys were very smart. the tobacco industry is perhaps unique in the most effective advertising. creating a product in the 20th century that was essential for all parts of life, from the time you woke up in the morning to the time you went to bed at night. if you're trying to create i tobacco product and want to advertise it, why reinvent the