Once upon a time, there was a very handsome Harvard professor named Watson.
He was a psychologist and specialized in learning theory and preceded
Skinner. His specialty was paired associate learning (matching one thing with
another). Being very handsome he was quite the lady's man. One day in his
Harvard office he was caught in a most compromising position with a female
grad students and was fired. He left Harvard and went to Madison Ave and that
is where the ingenious idea of pairing jingles with products originated. At
least, that is what we were told in a psych history class.

Bobby