Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Fri, Mar 6 1992 Date: Fri, 6 Mar 92 05:54:04 EST Message-ID: 03-06 0000 DECISIONLINE: Advertising USA TODAY Update March 6-8, 1992 Source: USA TODAY:Gannett National Information Network COKE, PEPSI GET FREE MENTIONS: Coke and Pepsi top the list for free advertising, according to a consulting firm. The Delahaye Group used a Nexis machine to electronically search consumer publications for names found in the supermarket. Coke got 5,436 mentions; Pepsi 4,090. Maxwell House, with 251 mentions, topped Folger's with 175. The Pillsbury Dough Boy edged out the Jolly Green Giant 92 to 86. AIRPORTS TAKE OFF AS AD VENUE: In the 1930s, the specialty of the Empress Chili Parlor in Cincinnati was spiced beef served over spaghetti. But it never took off beyond the city. Now executives at Gold Star Chili are trying a new approach. The dish is catching on in airports. It's a strategy increasingly popular with regional brands, ADWEEK says. It's "terrific national exposure," says Gold Star's Roger David. TRAVELERS HAVE TIME TO BURN: Airports are one of the USA's most seductive place-based marketing opportunities. Some $3 billion is spent annually in airport restaurants and gift shops, according to Ira Weinstein of Airport Interviewing & Research. As airlines adopt hub strategies, passenger traffic in New York, Chicago, Dallas and St. Louis is swelling and fliers have time to burn. ALLEN PUSHES BUILDERS SQUARE: Comedian Tim Allen, who plays the host of a handyman show on ABC's "Home Improvement," will appear in ads for home improvement retail chain Builders Square. The ads begin running next week and play off the love affair between "Men and stuff," says Jack Frakes of Ross Roy Group. In one ad, Allen bets his wife he can buy just one item but ends up with two carts full, plus a tractor. WE'RE WATCHING MORE TV: Watching network TV was a popular thing to do in February. Viewership was up 1% compared to last year. The slight rise marks a shift in a 15-year trend of cable growing at network TV's expense. CBS senior vice president of planning and research David Poltrack calls it "a victory for network television." ULLMAN DOES ADS, SORT OF: Virgin Atlantic airlines has its own celebrity ad campaign. But it's hard to tell. Actress Tracey Ullman does her characteristic disguise act in ads for the British airline running in New York, Boston and Los Angeles. In one ad, she plays a balding male show-biz agent. "You don't need a stunt man," she tells her client. "Your head's gonna be in the tiger's mouth maybe 40 seconds." ADS SELL TRAVEL TO LONDON: In one ad for Virgin Atlantic airlines, British actress and disguise-meister Tracey Ullman plays a stressed-out executive in an interminable line; in another, an Italian mom. The ads, by Korey, Kay and Partners, push summer travel to London and tout the British airline's seat-back video screens, which will be installed in its economy class by June. BUILDING IS BIG STAR: Chicago ad agency Leo Burnett's totally excellent headquarters has a cameo appearance in the hit movie "Wayne's World." In the movie, it appears as the headquarters of Oliver Communications, where Wayne and Garth go to become big-time stars. The building appeared last year as law offices in "Curly Sue," directed by former Burnett copywriter John Hughes. BUSINESS SHOW RETURNS: A business newscast called "First Business" returns to the air April 6 on USA Network. The half-hour report is sponsored by the U.S. Chamber of Commerce. "First Business" ran as a syndicated show on about 90 U.S. stations from 1981 to 1991. "Today consumers need to know more about business issues, so there is a ready-made audience," says Darin Kanin of USA Network. TRAVEL PROMOS COME EARLY: Spring promotions have sprung early on the travel industry. Airlines are cutting fares to Europe and cooking up other promotions to try to boost the warm-weather vacation season. These are not uncommon moves, but airlines usually wait until later in the year to unveil them. Hotel chains are preparing spring and summer deals. Experts talk of more bargains to come. COSMO TOPS IN COLLEGE: The top-selling magazine in college bookstores for 14 of the last 15 years: Cosmopolitan. The Hearst people now have launched a special issue, Cosmopolitan Life After College. The issue has advice on resumes, interviews, job hunting, money, alternatives to working (like the Peace Corps, not sugar daddies). And, yes, tips on handling that flirtatious wolf at the water cooler. URBAN PROFILE IS PROVOCATIVE: The provocative bimonthly Urban Profile focuses on the experience of the young black American. The February:March issue explores issues ranging from the work of rapmeister Chuck D of Public Enemy to the cultural ramifications of being asked to cut one's dreadlocks in order to get a job. The writing is lively, wrestling with questions of race and identity. Advertising Editor: Beth Mann. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM