AS ENDORSER, WILL JAKE THE SNAKE BE A RATTLER OR A GARDENER?

          Cardinals QB Jake Plummer "could be coming soon" to
     TVs, radios and billboards in AZ, according to Kent Somers
     of the ARIZONA REPUBLIC.  ISI Exec VP Steve Rosner said that
     the plan for Plummer, who recently signed with the NJ-based
     company, is to "represent two to three local companies this
     year and then perhaps expand to national markets."  Somers
     writes that Plummer has already "reaped benefits" from a
     solid rookie season, during which he met incentive clauses
     with Nike and Logo Athletic.  In addition, the NFL
     Quarterback Club "has invited Plummer to join."  Marketers
     estimate that Plummer "can expect to make" $150,000-$200,000
     from deals already in place, and another $50,000-$100,000 in
     new local deals.  Somers notes "obstacles" in Plummer's
     marketing process, including the Cardinals' reputation as
     "one of the league's worst franchises," and to Plummer's
     involvement in a Tempe nightclub incident last year as
     things that might "tarnish" his image.  However, local
     marketers "don't think" those problems will affect his
     marketability, and Somers writes that Plummer may have "more
     marketing potential than any other Cardinal has had since
     the team moved to Arizona" in '89 (ARIZONA REPUBLIC, 3/27).