OLYMPIC ADVERTISERS GO ON A SPENDING SPREE

     For Olympic sponsors, advertising is just part of the
expenditure at the Atlanta Games, reports Melanie Wells of USA
TODAY.  Coca-Cola has spent about $60M for TV ads, but will add
$25M for hospitality events and facilities, $20M for its Olympic
theme park and $15M for the transcontinental Torch Relay for a
total of $250M.  Ad Age Exec Editor Scott Donaton: "It's no
longer enough just to call yourself an Olympic sponsor and take
out a couple of ads.  You need a presence before, during and
after the games."  Other big spenders: Visa will spend $30M in
advertising, up 260% over the $8.4M spent in Barcelona; Reebok
will spend $20M as opposed to $11.2M in '92; Lee's apparel (denim
category) at $20M; Volkswagen's $10M and AT&T's $20M (USA TODAY,
7/12).