SBD/6/Sponsorships Advertising Marketing

WHILE FINAL FOUR SET FOR BATTLE, SUPER BOWL AD HYPE BEGINS

          With the Super Bowl 19 days away, and NBC's ad-time
     sold out, the advertising landscape is beginning to receive
     as much attention as which two teams will represent their
     respective conferences.  Donald Bruzzone of CA-based
     Bruzzone Research has studied every Super Bowl commercial
     since '92 and answered 11 questions on "Super Bowl ad myths"
     posed by USA TODAY's Bruce Horovitz.  Bruzzone said that
     "about" 61% of all Super Bowl ads "were somewhat or very
     ineffective," and that "while viewers liked most of the ads,
     they couldn't remember who they were for" (USA TODAY, 1/5).
          THE PLAYERS: H.J. Heinz plans two Super Bowl ketchup
     spots as part of its $20M advertising and marketing campaign
     for '98.  Heinz's spots show tomatoes "bouncing, shimmying
     and squeezing themselves into a ketchup bottle," before
     showing a child pouring ketchup onto a hamburger.  The ad
     ends with the tagline "Mine's Gotta Have Heinz" (WALL STREET
     JOURNAL, 1/5).....USA TODAY's Bruce Horovitz examined Pizza
     Hut's Super Bowl advertising.  Muhammad Ali "was lined up to
     star" in Pizza Hut's game spots, but the company is "putting
     Ali's ad on hold" in favor a campaign for its Edge pizza. 
     But some international franchises "want Ali now" as a
     spokesperson for the whole Pizza Hut brand; therefore,
     outside the U.S. -- in the U.K., Australia and Mexico -- the
     Ali ad will air later this month (USA TODAY, 1/5).

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