Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Fri, Jun 26 1992 Date: Fri, 26 Jun 92 05:19:54 EDT Message-ID: 06-26 0000 DECISIONLINE: Advertising USA TODAY Update June 26-28, 1992 Source: USA TODAY:Gannett National Information Network CANNES EVENT BECOMING POPULAR: The International Advertising Film Festival is a week-long convention showcasing ads from around the world. For U.S. ad agencies, the financial demise of the Clio Awards, the industry's best-known prize, has left a Cannes Lion the most prestigious trophy. Started in 1954, Cannes is the one ad competition that pits ads from different countries against one another. (For more, see special Cannes package below.) POST WILL PROVIDE FREE ADS: The New York Post pleaded guilty Thursday to defrauding advertisers about circulation figures and agreed to provide $2.3 million in free ads. Earlier this year, the Audit Bureau of Circulations found the Post's 552,227 average daily circulation was inflated about 61,000. The district attorney's investigation also uncovered firearms, loan sharking and heroin rings at the Post. FOOTE CONE & BELDING SETTLES: Ad agency Foote Cone & Belding of Chicago and client Kayser-Roth Corp. Thursday announced a settlement with the Illinois Attorney General's Office that did not admit or prove wrongdoing. The allegations concerned year-old advertising for No-Nonsense pantyhose. The agency and Kayser-Roth furnished testing reports in support of claims of durability for the pantyhose. FOREIGN AD FUNDING COULD BE CUT: A House panel approved legislation Thursday that would sharply curtail the Agriculture Department's ability to subsidize foreign advertising for goods like McDonald's Chicken McNuggets and Japanese underwear. The Appropriations Committee unanimously agreed to cut funding for the promotion program to $75 million from $200 million. The bill will be considered by the full House Tuesday. LARGE COMPANIES GET BENEFITS: An advertising program primarily designed to help farmers break into international markets also has benefited large corporations such as Gunze, one of the largest Japanese underwear manufacturers. The Agriculture Department subsidy program's funding may be cut under a bill moving toward the House. Since 1989, Gunze has received more than $1.1 million through the program. LENO STEADY, ARSENIO CLIMBS: A month and a day into the post-Johnny Carson late-night era, the ratings show that "The Tonight Show" has fallen from a 6.6 in Jay Leno's debut week to a 5.2 the week of June 15. That number has been steady for three weeks. Arsenio Hall's show took a hit in the overall ratings and among young viewers when Leno premiered, but has climbed back steadily since. ABC WINS MORNING RACE: ABC's "Good Morning America" won the morning ratings race for the week ending June 19th. Last week's stats: "GMA," 3.7 rating:18 share; NBC's "Today" 3.4:18; "CBS This Morning" 2.4:12. A ratings point equals 921,000 households; share is the percentage of TVs in use. TIMES MIRROR AD REVENUES DROP: Advertising revenues for Times Mirror's Newspaper Publishing group for the four weeks ended May 31, decreased 3% to $117.6 million from $121.3 million for that period the year before. For the 22 weeks Jan. 1 through May 31, 1992, total advertising revenues fell 2.6% to $620 million compared with $636.7 million for the period Jan. 1 through June 2, 1991. DSW WINS TWO COMPUTER AD AWARDS: Dahlin Smith White Thursday was given two awards Thursday by the International Business:Professional Advertising Association. DSW and client Intel won "Best of Division" for Intel's math coprocessor ad in the "Four-Color Spread or Larger" division. DSW also won for Intel's i960 32-bit embedded processor ad in the "Four-Color Campaigns" division. SPECIAL PACKAGE ON CANNES: GLOBAL ADS BECOMING NECESSARY: The International Advertising Film Festival has become more prestigious as advertisers increasingly demand global work. International advertising has become crucial for ad agencies that want to keep their business. Coca-Cola blanketed the globe with a commercial earlier this year when it ran ads hourly on CNN and MTV worldwide. CULTURAL NUANCES IMPORTANT: Global advertising is seldom as easy to produce as Coca-Cola's campaign. More common is a campaign like Nestle's Taster's Choice, the continuing saga of neighbors Tony and Sharon, who share coffee and steamy glances. After success in Britain, it was recreated for U.S. and Chilean television, with appropriate cultural nuances added. GOOD IDEAS HAVE BROAD APPEAL: Last year, Kellogg's ran its first global ad starring Tony the Tiger. The ads were dubbed so that Tony roared in the language of each country "Good ideas travel," says Michael Conrad of Leo Burnett International, which created the ad. "You can create a world image. People want a brand with a world image." TRANSLATION NOT ALWAYS SIMPLE: AT&T ran an ad for its business services in 140 publications in 15 countries in March. "Never, never, never assume you can simply translate," Bob Watson, AT&T's director of advertising services, told a seminar on global advertising. The AT&T ad uses logic puzzles for readers to solve, accompanied by explanatory text. "The key is coming up with a concept that travels." (End of package.) Advertising Editors: Ed Kelleher and 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