IS FINAL FOUR A "POOR MAN'S SUPER BOWL" FOR ADVERTISERS?

     Advertisers are saying this weekend's NCAA men's Final Four
will give them "as much publicity and promotional opportunities
of a Super Bowl ad at a fraction of the cost."  United Airlines,
Gillette, Pizza Hut, Mercedes-Benz, Pennzoil, Nasdaq, and Nike
will all air new TV ads or promotions over the weekend.  Clarion
Performance Management Supervisor Scott Becher says marketers in
the last few years "have realized the value of collegiate
marketing and leveraging the Final Four."  Nike says its ad with
Michael Jordan is an "NCAA first," as previously the NCAA had
rejected advertising featuring active professional players"
(Wells & Enrico, USA TODAY, 3/31).