QUALCOMM SPENDING BIG $$ TO GET NAME OUT DURING SUPER BOWL

          Having already spent $18M for the rights to rename Jack
     Murphy Stadium, Qualcomm is spending an additional $8M on
     advertising and sponsorship of events surrounding the Super
     Bowl, according to Penni Crabtree of the SAN DIEGO UNION-
     TRIBUNE.  Qualcomm has purchased two 30-second spots for the
     Super Bowl -- one pre-game and the other in the second half
     -- to plug its new Q phone, and it is also running Super
     Bowl-related ads in the Wall Street Journal, USA Today and
     SI, as well as in local print media, and on TV and cable. 
     Qualcomm's event sponsorships include the Qualcomm Super
     Fest XXXII, and the Sprint PCS and Qualcomm Spectacular
     festival.  Qualcomm Senior VP/Public Affairs Dan Pegg, on
     the naming rights deal: "The investment, in hindsight, has
     been extraordinarily good" (SAN DIEGO UNION-TRIBUNE, 1/20).