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 Tue, Jul 14 1992 Date: Tue, 14 Jul 92 05:08:58 EDT Message-ID: 07-14 0000 DECISIONLINE: Advertising USA TODAY Update July 14, 1992 Source: USA TODAY:Gannett National Information Network AMBUSH ADS ARE OLYMPIC CONCERN: Commercial sponsors wrap up Olympic victories - by paying for them - long before the Games begin. Yet those who are excluded don't always have to concede defeat. While millions of dollars buy direct product association with protected words (Olympics) and symbols (rings), athletes remain the strongest consumer trigger. Some marketers who are not sponsors run ads with Olympic stars. (For more, see special Ambush package below.) PHILLY PAPERS GET COLOR: The Philadelphia Inquirer and Philadelphia Daily News began using color Monday. The Knight-Ridder newspapers are among the last major metropolitan dailies to use offset color presses. Over the last several years, papers have been replacing outdated letter presses with presses that offer color for news pages and for ads. Within 10 weeks, color will be used throughout the Daily News. PACIFIC BELL TO SHOW NEW ADS: Pacific Bell said Monday it will launch two new TV advertising campaigns this month. They tout the convenience of its Calling Card and Centrex business phone service. "These are the first ads in which we name another telecommunications provider (AT&T) and make direct product comparisons," said Pacific Bell's Steven Cristol. Foote, Cone & Belding of San Francisco developed the campaigns. ABC TO AIR 55 COLLEGE GAMES: ABC unveiled possibly its strongest early college football schedule, highlighted by a Sept. 5 Miami (Fla.)-Iowa prime-time opener and the first Southeastern Conference championship game Dec. 5. The 55-game schedule also includes a 1 p.m. ET Thanksgiving Day Auburn-Alabama game that will go against NFL games. PEPSI RE-SIGNS MAGIC: Pepsi-Cola Co. said Monday it has renewed basketball great Earvin "Magic" Johnson's contract as a spokesman. "From day one, Earvin and Pepsi have been 100% committed to the continuation of our partnership," said Pepsi's Craig Weatherup. Johnson first appeared in Pepsi television ads in 1989. HARPER'S BAZAAR TO BE REVAMPED: Hearst's redesigned Harper's Bazaar will hit newsstands Aug. 24, Advertising Age reports. The 125-year-old fashion magazine will include stories on the arts, books, films, wine, travel and food. The cover price will go up to $3. The launch will be supported with independent and local TV and radio ads, as well as cable, print and trade ads. TOILET DUCK TO COME OUT: S.C. Johnson & Son says it will introduce Toilet Duck this month. It is a scented toilet cleaner that releases a sanitizing shield as it cleans. A curved extended arm, which is decorated with a duck, allows it fit under the rim. Network TV spots for Toilet Duck were created by Foote, Cone & Belding of Chicago. KID CUISINE TO LOSE FAT: Conagra Frozen Foods is reformulating its 2-year-old Kid Cuisine line of frozen breakfasts and dinners with lower fat and sodium levels. The new products will be available by the end of the month in supermarkets. Grey Advertising of New York handles Kid Cuisine. SUAVE TO ADD FACIAL LINE: Suave, which specializes in hair-care products, plans to get into the facial-care market, ADWEEK reports. The line, scheduled for a fall launch, has eight products, including a moisturizing facial bar and astringent facial toner. Bayer Bess Vanderwarker of Chicago will handle the $21 million ad campaign. SPECIAL PACKAGE ON AMBUSH: MARKETERS CREATE ILLUSION: Because "name" athletes considerably outnumber official sponsorship categories for the Olympics, companies can create the illusion that they are Olympic sponsors. They can do this by touting potential Olympic stars with whom they have an existing endorsement contract. The industry refers to them as ambush marketers. USOC SAYS THEY'LL BE TOUGH: John Krimsky Jr., the U.S. Olympic Committee's top marketing executive, says "there are no gray areas" in Olympic sponsorship. Assisted by a team of seven lawyers, Krimsky vows to go after any company deemed guilty of infringement. The USOC's latest targets are Converse and Pepsi. Converse's spokesmen are Larry Bird and Magic Johnson, members of the Olympic men's basketball team. JOHNSON TO BE IN PEPSI ADS: Coca-Cola paid a reported $33 million for global recognition as the soft drink of the 1992 Games, but one of Pepsi's top spokesmen is Magic Johnson. Pepsi is set to launch a new campaign Tuesday with Johnson. "If as a sponsor everything I do gets undone by someone not contributing at all, that's not fair," said Richard Pound, chief of IOC global marketing. SPONSORS PAY $20 MILLION: Coke, Visa USA and Eastman Kodak (paying about $20 million a piece) are among the members of The Olympic Program II (TOP II) created by the International Olympic Committee to protect sponsors. Beneath TOP II are sub-layers of sponsorship, including the U.S.team, individual sports and individual athletes. The potential for confusion as to who's official and who's not is enormous. (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