This episode's headline: Pay & Ethics; Ad Argument; Ship Shape?; Breakfast of Champions. The guests include FRED WERTHEIMER, Common Cause; RALPH NADER, Consumer Advocate; REP. THOMAS LUKEN, [D] Ohio; GUY SMITH, Philip Morris Companies Inc.; CORRESPONDENTS: ROGER MUDD; JUDY WOODRUFF; ESSAYIST: JIM FISHER. Byline: In New York: ROBERT MacNeil; In Washington: JAMES LEHRER