MARKETING W/SHAQ: O'NEAL'S TAKE ON GUERRILLA MARKETING

          Lakers C Shaquille O'Neal said on "NBA Today"
     yesterday, "Since I'm the type of player that demands
     double- and triple-teams, I'm looking for the open guys and
     I like giving the ball up.  Because marketing-wise, I know
     if I score, you're going to put me on, 'Da, da, da, da, da,
     da' [Shaq's rendition of the "SportsCenter" theme], or if I
     give you a nice lookaway pass, you're going to put me on,
     'Da, da, da, da, da, da.'  It's all about marketing. ...
     That's what [ESPN] shows, the nice highlights. ... I do
     something nice, you put it on TV.  Thank you, I appreciate
     it.  Marketing, that's 'Homeboy' marketing. ... Homeboy
     marketing is [when] you don't have to pay anything to get
     yourself on TV.  Regular marketing, you've got to pay $2 to
     3 million for a commercial.  Homeboy marketing is you just
     do it and it gets on TV every now and then.  That's Homeboy
     marketing.  Free of charge" ("NBA Today," ESPN, 5/16).