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ATLANTA GROUP SEEKS TO CURB AMBUSH ADS

     ACOG organizers, "fed up with 'ambush advertisers,' are
embarking on an aggressive campaign against those companies that
don't pay" ACOG for '96 Olympic sponsorship rights, "yet produce
ads that give the impression they are official sponsors."  ACOG
officials have come up with a new "name for the widespread
practice:  parasite marketing."  ACOG is threatening everything
from legal action to a "negative public-relations blitz against
offending companies."  For the first time in Olympics history,
there is an attorney for ACOG with the title of director of
sponsor protection.  In addition, a print, TV and movie-theater
campaign is planned to identify the legitimate Olympics sponsors
and showcase what the sponsorship money is used for."  Darby
Coker, a Dir of Marketing for ACOG, "believes the threat of
public exposure will tap into a company's desire to maintain the
credibility of its brands" (Kevin Goldman, WALL STREET JOURNAL,
11/3).
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