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SURVEY SHOWS THAT OLYMPIC SPONSORS ARE EASILY FORGOTTEN

          Chicago-based Leo Burnett and its Starcom Media     Services surveyed 512 consumers via phone last week and the     results show that consumers "had a tough time picking the     real Olympic sponsors from a list of big advertisers,"     according to Sally Goll Beatty of the WALL STREET JOURNAL.     The results show that 73% incorrectly named Nike as an     official sponsor and 55% incorrectly named Pepsi.  Among the     "bona fide top sponsors," only McDonald's scored better than     Nike, getting recognition from 85%.  Eleven of the 20 names     "most readily identified" in the survey as official     worldwide sponsors "don't truly qualify." Visa USA Exec     VP/Brand Management Becky Saeger: "We struggle with this all     the time, not only in choosing sponsorships but in     leveraging them. ... How important is it that people know     you're an official sponsor?"  Saeger says Visa's Olympic     sponsorship has "been worth it" because Visa is the only     card accepted at the Games and the only one allowed to     advertise on CBS (WALL STREET JOURNAL, 2/18).  The following     chart shows the top five Olympic sponsors and non-sponsors     who received recognition from the survey.  The percent is     based on people who answered "yes" when asked if the company     is an official sponsor (WALL STREET JOURNAL, 2/18).               
TOP OFFICIAL
SPONSORS
%
NON-SPONSOR
ADVERTISERS
%
McDonald's
85%
Nike
73%
Visa
70%
AT&T
63%
Coke
68%
Pepsi
55%
IBM
65%
MasterCard
49%
Kodak
63%
Sony
43%

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