ADVERTISING: USA TODAY's Dottie Enrico writes that Nike
"outperformed itself as the most effective advertiser" on
USA TODAY's '97 Ad Track with its various Tiger Woods golf
spots. The Woods spots were dubbed "very effective" by 40%
of consumers, and "were judged most popular by consumers
this quarter," with 31% saying "they liked the ads a lot."
In addition, 46% of those 18-29 years of age "gave them the
highest possible popularity marks," while 48% in the same
age group "judged them very effective." The Tiger spots
"defeated another Nike effort," starring Penny Hardaway and
his sidekick Li'l Penny, by "just 1 percentage point in the
effectiveness category" (USA TODAY, 10/20).
NOTES: Marlins P Kevin Brown and Indians P Orel
Hershisher have lent "their lips to the celebrity 'milk
mustache' campaign to raise awareness of milk's health
benefits." The ad tagline: "Just A Reminder To Fill Your
Pitchers With Milk" (Milk Processor Education Program)....
About 400 women in Jacksonville, FL, paid $35 for the NFLP-
sponsored NFL Football 101 class (ORLANDO SENTINEL,
10/19)....The Official All-Star Cafe "has checked out
downtown Phoenix" for a possible new location (Glen Creno,
AZ REPUBLIC, 10/18)....Pistons G Joe Dumars, a long-time
adidas endorser, developed a rash while wearing new practice
shirts and uniforms designed by Nike. Dumars: "I think I'm
allergic to the swoosh" (FREE PRESS, 10/18).
