$FL2@(#) SPSS DATA FILE MS Windows Release 13.0 spssio32.dll Y@16 Mar 0609:56:32    FIRM Firm = firm nameÿÿÿÿ   X X = spending in $m Y $Y = retained impressions in millions Ðÿÿÿÿÿÿïÿÿÿÿÿÿÿïþÿÿÿÿÿïÿ    FIRM=Firm X=X Y=YçýþýýýþýýMiller ÍÌÌÌÌ I@ÍÌÌÌÌ @@Pepsi fffff†R@fffffæX@ýþýýýþýýStrohs ÍÌÌÌÌL3@ffffff'@Fedex fffffæ6@fffffæ5@ýýýýýþýýBurgerKing š™™™™™T@ffffffN@CocaColaÍÌÌÌÌ D@fffff¦S@ýýýýýþýýMcDonalds ÍÌÌÌÌ