MARKETPLACE ROUND-UP

          MAIL ORDERS: In the CHRISTIAN SCIENCE MONITOR, Jeffrey
     Shaffer noted the prevalence of NFL mail-order catalogs such
     as The Ultimate Football Shop and From the Sidelines: "These
     up-and-coming mail-order companies want to knock the front-
     line veterans flat on the turf.  They offer a simple
     solution to may wardrobe needs: Surrender to the glamour and
     expertise of the [NFL]. ... Their strategy is to combine
     style with team spirit" (CHRISTIAN SCIENCE MONITOR, 11/14).
          NOTES: A TV spot for Nike's new Penny Hardaway shoe,
     the Air Penny ($150), is scheduled to debut Thanksgiving Day
     (USA TODAY, 11/17)....In Sunday's N.Y. TIMES, Alex Kuczynski
     examined brand marketing in the 90's, which included Michael
     Jordan's Cologne and Nike brand.  Starbucks Senior VP Scott
     Bedbury: "The most powerful brands have human qualities. 
     And this is why there is a buzz these days about people
     being seen as brands" (N.Y. TIMES, 11/16).
          DEALS: Volvo Trucks North America did "extensive
     research" before deciding to run a 30-second spot during the
     upcoming Super Bowl at a cost of $1.2M.  Volvo Trucks NA
     President Marc Gustafson: "The research we've done shows
     that drivers love football, and this [is] the event they
     appreciate the most" (Greensboro NEWS & RECORD, 11/16)....
     The Blackhawks' Chris Chelios, Tony Amonte and Gary Suter
     filmed a TV spot for Wendy's in N.Y. on Friday that will tie
     in with the Winter Olympics (CHICAGO TRIBUNE, 11/15).