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, Jul 10 1992 Date: Fri, 10 Jul 92 05:13:31 EDT Message-ID: 07-10 0000 DECISIONLINE: Advertising USA TODAY Update July 10-12, 1992 Source: USA TODAY:Gannett National Information Network AD ATTACKS CLINTON: X-rated advertising was introduced into the body politic Thursday with the unveiling of an ad urging viewers to call a "Bill Clinton Fact Line" that plays taped phone conversations between Clinton and Gennifer Flowers. "Get to know Bill Clinton the way Gennifer Flowers did," the ad says. It warns of "explicit language" on the tape and cautions "no callers under 18." (For more, see special Politics package below.) `MELROSE PLACE' STARTS BIG: Fox's new teen soap "Melrose Place," which made its premiere Wednesday from 8:30 p.m. to 10:30 p.m. ET:PT, beat the competition, including heavy hitters like NBC's "Unsolved Mysteries" and "Seinfeld." It represents the strongest launch of a prime-time night in Fox's history with a 13.4 rating and a 22 share. SPONSORSHIP IS EXEMPT: The U.S. House Ways and Means Committee Thursday voted to exempt non-profit sports events, such as college bowls and the Olympics, from a Internal Revenue Service proposal that would tax such events' sponsorship revenues. The IRS has argued sponsorship fees should be considered ad spending, which is taxable, rather than charitable donations. COMMITTEE WANTS AD PREVIEW: John Krimsky, of the U.S. Olympic Committee, said Thursday he may ask NBC if he can preview TV ads going on Barcelona Olympic broadcasts. The USOC is concerned with so-called ambush marketers, non-sponsors with Olympic-related ads. NBC has no comment. CHAIN TO HAVE TABLE ADS: Long John Silvers has signed a multiyear contract with Adams:Bloomfield Associates that will turn the tables at the franchise into a new ad medium, Advertising Age reports. Replacing the table cards that most restaurants use to promote menu specialties will be 7-by-7-inch cards promoting advertisers' products. Long John Silvers has about 1,000 restaurants. CHAIN CAN VETO ADS: Tabletop ads at Long John Silvers can be bought by any combination in the 107 markets in which the chain operates. The costs is $16.70 per 1,000 customers, based on average patron traffic. Adams:Bloomfield of Lexington, Ky., will solicit and produce the ads. The chain gets a portion of the revenues and veto power over advertisers, Advertising Age says. BOZELL TO LEAD CHRYSLER CAMPAIGN: Bozell Ad Agency of New York will be the lead agency on an 18-month campaign for Chrysler Corp.'s minivans. The $17 million campaign's launch is set for September. Bozell will handle the television portion. Dodge ad agency BBDO will work on the print campaign. It will promote all three of the automaker's minvans: The Dodge Caravan, Plymouth Voyager and Chrysler Town & Country. RADIO GROUP SAYS ADS ARE UP: Southern Starr Broadcasting Group Inc. said Thursday it is witnessing a resurgent ad market. The group of radio station says it had to rely more on local advertisers last year. National advertisers account for 15% to 20% of total ad sales for the group. Southern Starr owns four stations on the East Coast. ALPO TO MAKE MILK FOR CATS: Alpo Petfoods will introduce Alpo Dairy Cal low-lactose milk drink this fall. The product is for cats with digestive problems. TV, print and coupons will support. Ad Agency Weightman Inc. of Philadelphia will handle the campaign. SPECIAL PACKAGE ON POLITICS: BROWN IS BACK IN ACTION: A new spot by Floyd Brown urges viewers to call a number to hear a conversation between Bill Clinton and Gennifer Flowers. Each call costs $4.99. Brown gained notoriety for co-producing the 1988 Willie Horton ad denouncing Michael Dukakis' prisoner furlough policy. "It's Peeping Tom style politics," says GOP consultant J. Bryant Smith. "This isn't an ad, this is voyerism." BUSH CONDEMNS AD: The Clinton and Bush campaigns have condemned Brown's new ad. Brown is not affiliated with the Bush campaign. The ad doesn't work like a traditional campaign spot. Ads generally sink into the public consciousness through constant repetion on network programs. This ad will air, starting Friday, only during the Democratic National Convention and only on one cable channel in New York City. AD WILL GET FREE EXPOSURE: The real purpose of the ads is to attract free media exposure, scrapping the need for a fat advertising budget. Brown is a master at this technique. He used similar tactics with the Horton ad and with a 1991 spot defending then-Supreme Court Justice Clarence Thomas. Neither ad ran more than a few times. Both were stories on the network news. (End of package.) Advertising Editor: Ed Kelleher. (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