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Features Jim Crimmins, executive vice president-director of strategic planning and research at DDB Needham Worldwide, Chicago. SponsorWatch research; Documenting effectiveness of event sponsorships and celebrity endorsements; Significant finding; Mistakes sponsors make; How a marketer moves from exposure to impact; Common denominators of successful event sponsorship endeavors; Visa USA's sponsorship of the 1992 Olympics.

The article focuses on IBM Corp.'s publication of magazines "Beyond Computing" and "Profit" in its effort to reverse trend regarding the unsuccessful publication of full-fledged magazines by computer vendors. A third magazine on chief executive officers is being studied. The magazines will be published six times a year. The controlled-circulation magazines were launched in January 1992.

The article cites that computer companies are increasingly turning to mass merchandisers to sell their products. In doing so, they need to observe consumer electronics to know specifications of profit margins and limited budgets for image advertising. High volume business sales are slowing, so computer marketers are encouraging small-business customers to buy from them. But with expected reduction of image advertising, the big marketers are cashing in a few chips on the brand equity they have built up.

This article presents a 1993 media outlook for place-based media in the U.S. Predictions about how placed-based media will fare in 1993 are as varied as the industry itself. The prognosis calls for place-based media to grow twice as fast as traditional media in 1993. Still, there are other estimates putting place-based on a growth track only slightly ahead of established media. Industry estimates of place-based spending range anywhere from $350 million to $500 million. In-store marketing stands at $350 million in 1992 and should grow to about $400 million in 1993, according to Wayne LoCurto, president and CEO of ActMedia. Moreover, the task for purveyors of place-based media is to prove they are effective and to convince media buyers to include a line item for them in marketing budgets. INSET: What's hot (in place-based media).;What's not (in place-based....

This article forecasts the performance of radio broadcasting in the U.S. for 1993. Agency and industry executives project moderate revenue increases in both spot and network radio for 1993. Most industry sources expect total advertising spending for national and local spot radio to be up 3% to 5% in 1993. For January through July of 992, network radio revenues were down 12% from the same period in 1991. Seven-month totals for national spot radio were down 10% from the same period in 1991, while local spot revenues crept up a marginal 3%. For radio, 1992 has been a year of increased competition for marketers' shrinkage advertising dollars. INSET: What's hot (in radio).;What's not (in radio)..

This article presents an outlook for outdoor advertising industry in the U.S. for 1993. Despite continued declines in liquor and tobacco advertising, industry executives expect to finish 1992 on a positive note, with spending up overall about 2%. Moreover, the Outdoor Advertising Association of America estimates spending is up 2.2%, to $709.9 million. In 1991, total outdoor spending grew 4.5% to $1.6 billion. Furthermore, industry executives contend were it not for sharp cuts in tobacco spending, outdoor would have shown an impressive gain this year. Tobacco remains the largest advertiser in the industry, even though the category each year shows declines reflecting the shrinking market for cigarettes. INSET: What's hot (in outdoor advertising).;What's not (in outdoor....

This article presents an outlook for cable television media in the U.S. for 1993. Major cable networks in summer 1991 opened negotiations for the 1992-93 upfront market by asking for record double-digit price increases, as much as 50% to 60% at some networks. While cable sales executives are bullish about the value of their medium, the requests seem audacious given that major broadcast network are getting only single-digit increases for their 1992-93 deals. Moreover, high demand for children's programming sent Nickelodeon prices up. Price increases at CNN are up in the high double-digits. Cable penetration is now flattening out at about 65% of U.S. Some buyers believe the moderate overall price gains for cable networks during the recent upfront sales period have brought cable into parity with the broadcast marketplace. INSET: What's hot (in cable television).;What's not (in cable....

This article presents an outlook for magazine media in the U.S. in 1993. Magazine publishers are fairly confident the slow upturn in advertising that began late in the second quarter will continue into 1993, despite remaining extremely wary about the overall prospects for economic recovery. Publishers also see the industry as one where cost cuts during the recession will translate into profit gains during the recovery. Moreover, advertising pages in 1992 are expected to rise about 3% over 1991. Publishers are predicting a modest 3% to 5% increase in advertising pages for 1993. As the advertising rebound begins, the category leaders and magazines viewed as the strongest editorial vehicles will be the first to benefit. INSET: What's hot (in magazines).;What's not (in magazines)..

This article forecasts the performance of the newspaper media in the U.S. for 1993. Newspapers hope to post 3% to 4% advertising revenue gains in 1993, according to the Newspaper Association of America. Even though advertising revenues are weak, newspaper profits are holding because of implemented cost-cutting efforts and lower newsprint prices. Newspaper operating margins should be about 20% in 1992 and 1993, according to Ken Berents, vice president of research at Alex, Brown & Sons. Moreover, Gannett and Knight-Rider papers are also selling themselves as part of a marketing media mix to meet advertiser objectives. The advertising position of newspapers is being eroded by competing media, especially direct mail. Newspapers had a 24.1% share of the $125.4 billion advertising market in 1991. INSET: What's hot (in newspapers).;What's not (in newspapers)..

This article forecasts the performance of major advertising medium in the U.S. for 1993. Changing supply and demand trends in the medium's early, upfront buying season will affect the picture for network television in 1993. Moreover, gradual improvements in audience appeal and in coverage will result in moderately higher audiences for cable television in 1993. Meanwhile, in 1991, spot television advertising revenues suffered their worst decline since the appearance of the television medium. The war, the recession and traditional off-political-year slump all helped to worsen the situation. Furthermore, higher operating expenses and increasing postal rates have forced magazines to routinely announce large increases over the previous year's advertising rates. Radio networks are in no position to demand higher rates in 1993. They were among a very short list of media that did not experience declining advertising revenues in 1991.

This article forecasts the performance of network television (TV) in the U.S. for 1993. While modest gains in advertising spending are expected for the network broadcasting in 1993, that follows a historically low year for advertising spending and the worst quadrennial Olympics/elections year ever recorded. In 1993, network TV advertising spending is projected to rise 3.3% to $10.2 billion, according to Veronis, Suhler & Associates. Based on advertising spending during the recent market, spending was relatively flat in terms of overall advertising dollars. While the Big 3 networks and Fox Broadcasting Co. averaged about a 4% increase in the prices they charge for prime-time television. Most of those gains went to the CBS and Fox while ABC was flat and NBC took some price cuts. INSET: What's hot (in television shows).;What's not (in television....

Offers a look at time-saving services being offered by child care centers. KinderCare Learning Centers; Extra conveniences such as haircuts; Metamorphosis of child care; Much easier to keep a customer than recruit one; Sunrise's offering of drop-offs for dry cleaning and shoe repair; Education still remains at the core of advertising for the centers.

The article focuses on the use of country music in marketing and advertising campaigns in 1992. It was said that country music can be found on cable TV networks, broadcast programs, and consumer magazines, and its has tapped mainstream marketers such as McDonald's Corp. and Coca-Cola Co. McDonald's launched a campaign that featured country singer Dwight Yoakam. Another artist, Randy Travis is seen sipping Coca-Cola Classic. Consumers' desire to return to the down-home lifestyle portrayed in country songs is one reason for the resurgence of country music. According to Evelyn Shiver, who handles public relations for country music acts, the use of country music offered country artists marketing possibilities.

This article presents information on focus groups interviewing conducted by Doyle Research Associates Inc. with children. Doyle Research Associated conducted focus groups with fifth-and-sixth-grade boys and third-and-fourth grade girls. To set the conversation, moderator Kathy Doyle asked participants for definitions of opinions. She also explained the purpose of the interview. Tom McGee, another moderator also did the same. Before the focus group, boys are allowed to talk about their viewing habits for a few minutes. This led to the topics about the commercials they like and dislike. On the other hand, girls are told first to shop for food and grocery items. In conversation, they are then ask what they dislike before asking what they like. The focus groups ended but not without distractions.

This article presents tips on advertising to children. First marketers must choose a core target audience for each product. Niche marketing among disparate kid groups definitely applies here. Second, product or service has to have a point of view and unique selling proposition. Third, use the kids' language in marketing. For kids, language is integral to group belonging and bonding. Fourth, use visuals. Kids are extremely fashion and color aware and respond to visual palettes in advertising. Fifth, incorporate music in advertisements. It extends imaging. Sixth, put advertisements in videos. Next, never lecture kids in advertisements. They understand something if they want to. Eight, use humor, particularly visual humor. Ninth, advertisement must portray group belonging and life of the gang. Finally, create new but familiar advertising.

This article focuses on the importance of research to publishers of children's and teen magazines in the U.S. Although research methods vary from reader surveys to focus groups to reader panels, publishers of youth-oriented magazines agree that they can never know too much about their readers. For instance, Disney Publishing Group, publisher of the Disney Adventures magazine is funding a study on the effectiveness of its prints. Along with Decision Research, it is conducting a series of focus groups with kids to determine their media habits, attitudes toward reading magazines and watching televisions among others. Also a research believer, the magazine Sports Illustrated for Kids of Time Warner Inc. sends questionnaires to subscribers to gather information about buying habits. It also conducts personal interviews with kids.

This article reports on the importance given by cable television network Nickelodeon to research. Nickelodeon has made research a top priority. It does considerable quantitative research, such as its annual Youth monitor and small tracking studies. But its primary research vehicle is the focus group. Last year, it conducted 200 to 250 focus groups with kids in the U.S. in which it discusses rudimentary concepts for television shows or even just brainstorms with children. Focus groups are also used to review pilot shows. Sometimes, the company used the same kids called expert groups throughout the development process for a given show. The company's faith in research is amply demonstrated by the 90-minute Sunday block of animated shows it launched last August 1991. INSET: Netting the numbers (Nickelodeon's share of the children's....

This article discusses the use of focus groups in marketing to children consumers. Understanding how kids react and act is important in marketing to children. Unlike adults, youngsters provide information through more than conversation and using focus groups can reap better information. In doing the focus groups, moderators must tune in properly and talk with kids on their own terms. The main thing is to get involved in interaction, not just a string of questions and answers. They must also address peer pressure which can color kid's answer. One way to diminish peer pressure is to give the kids some anonymity. Another is to conduct individual interviews. Whatever the technique, it is recommended to keep group members within a two-year age span and separate boys from girls. INSET: Researchers report: Moms are people, too (focus groups with....

Features Mercury Nashville's vice president-marketing Steve Miller and his marketing strategy for Billy Ray Cyrus' single `Achy Breaky Heart.' Sales of Cyrus' debut album `Some Gave All'; Creation of public awareness of the song before it hit the airwaves or record stores; National and local promotions for the `Achy Breaky' line dance; Album's hitting `Billboard' magazine's country charts at number one.

The article focuses on the efforts of Ziff Communications and International Data Group to find areas of cooperation between market researchers and between researchers and publishers. In May 1992, Ziff introduced the publication "Corporate Computing" wherein it used local area network information to establish controlled circulation. It focuses on effective advertising through customer base and key problems.

The article focuses on the competition between Ziff Communications and International Data Group (IDG) in computer-magazine publication. IDG ranked 28th among U.S. media companies with 1991 media revenues of 627 million dollars. The company publishes "MacWorld," "InfoWorld" and "Computerworld". Ziff ranked 36th with 1991 media revenues of 436 million dollars from its Ziff-Davis Publishing unit.

The article presents the top advertisers in the computers, components and accessories category by medium as of November 9, 1992. Hewlett-Packard Co. ranked first in magazines. Intel Corp. reached the top slot for the network television. IBM Corp. ranked first in the newspaper medium.

The article discusses how Momenta Computer Corp. has been auctioned off by order of a U.S. Bankruptcy Court. Negotiations for the sale of its technology continue but the rest of its assets have been liquidated. Advertising industry "PenVision News" newsletter editor and publisher Bill Lempesis said that the company put a high-priced sales organization without really having a product to sell. The marketing budget of the company was also discussed.

The article cites that U.S. computer retailers are eyeing Europe as a potential market for the discount-computer superstore concept. Two U.S. or U.S.-backed retailers have begun courting bargain-hunting European consumers. In May 1992, Tandy Corp. opened Computer City supercenters in Stockholm and Copenhagen, Denmark. Business Superstore has been operating two stores in London, England since spring.

The article focuses on the impact of the increasing attention of computer marketers to mass merchandisers and consumer electronics stores for sales and product launches on direct-mail computer sales. Some industry observers still believe direct-mail marketers actually may see sales increase. The multichannel marketing trend also might be expected to make magazine publishers wary. In 1991, direct mail accounted for 22 percent of all U.S. computer sales.

This article forecasts the condition of the syndication media in the U.S. for 1993. The national syndication television market essentially is mirroring the networks and it should continue to do so in 1993. During the upfront sales season for the 1992-93 television season, syndication advertising spending is estimated to have risen about 3% overall, with the better prime-time shows commanding network-parity price increases. In the market, syndication prices are expected to rise proportionately with network, with better shows getting near double-digit increases. Several syndicated series are scheduled to debut in prime time in January 1993. Combined with existing prime-time syndicated shows, the Advertiser Syndicated Television Association estimates advertisers will spend about $200 million on prime-time syndication shows in 1993.

States that high-achieving baby-boomers who want their kids to succeed are creating a boom in educational computer software. Boost in sales due to information that was given to the parents; Parents see software for learning as a great way for their kids to spend their spare time; Growth rate is expected to continue.

This section presents chart of top five advertising firms in children's goods market in the U.S. from 1989 to 1991, including Nintendo Co. Ltd.

This article discusses the report, What's Hot Among Kids by Leo Burnett Co. which focused on fads among teenagers. The report was started in the early 1980s in response to client challenge of not only knowing what was popular but also predicting trends among kids. The company's research department then selects information about kids from a variety of source including Nielsen Media Research reports, music and fashion trade magazines and mass-market publications. It also conducted polls with children through its DIALouge telephone study. The report has evolved into 50-plus pages that read like a magazine. A cassette tape containing snippets of popular music is an added feature of the report.

This article reports on children's television programs showcased at the National Association of Television Programming Executives' annual meeting in New Orleans, Louisiana. At the annual meeting, distributors are selling television stations everything from action and adventure shows to animated classic tales to news for kids. Among them, Batman: The Series, from Warner Bros. Domestic Television Distribution generated most interest. Another show expected to do well Goof Troop that will be added to Buena Vista Television's Disney Afternoon programming. Bohbot Entertainment Worldwide Inc. is also offering its Animated Classic Showcase which features favorite children's stories. Turner Program Services is offering its News for Kids that will be produced using the resources of Cable News Network.

This article presents the production highlights of Nickelodeon's news program for children. This spring, Nickelodeon will unveil a news program for kids. Starting in August 1989, kids in a focus group in the U.S. approved of news programming if it would be done by Nickelodeon. Following that, in April 1990, the company held a discussion of what a kid's news show should be. A 30-minute pilot programming is tested with four focus groups in two cities in November. However, children found the pacing too slow. In January 1991, when war broke out in the Middle East, the company hired Lucky Duck Productions to do a news special. Producers then went into classrooms to interview kids of what they want to know about war. Finally, in February 1991, the news special, which was approved by kids, aired. From then on, the company commissioned more specials.

This article reports on the benefits of reader mail to Sassy, a women's magazine of Lang Communications Inc. The editorial staff of the magazine uses letters to gauge readers' reactions to issues and stay in touch with their likes, dislikes, language and trends. Through letters, the marketing staff learns about readers' buying habits, brand preferences and reactions to advertisements, contests and promotions. It also touts the volume of mail to convince advertisers of reader's responsiveness and strong involvement with the magazine. Finally, reader mail requests have been directly responsible for the launch of at least three Sassy features which include, Stuff You Wrote.

This article reports on a conference that will be held by the Children's Advertising Review Unit (CARU) of Council of Better Business Bureau in New York City on March 3, 1992. CARU will examine issues of marketing to children, with topics including how advertisers target the child of the 90s and the role of regulation in marketing. Nutritional advertising to children will also be discussed as well as the new unified European market.

This article presents opinions of the television program "Buy Me That Too! A Kid's Survival Guide to T.V. Advertising." The program, according to experts is of value to kids since they are allowed to review toy television commercials and conduct performance test by themselves. However according to editor Bob Garfield of "Ad Age," it leaves kids with an unhealthy suspicion of the business world. It also portrays the idea of selling and commerce as sinister. John O'Toole, president of the American Association of Advertising Agencies agree with Garfield. He adds that the show presents a weird, parentless world for children. Finally, Judy Harrigan of marketing research firm Harrigan-Bodick commended the show, saying that it encourages children to question advertisements. But, according to Harrigan, children's appreciation of play is not taken into account in relations to the advertising.

This article reports on the first meeting of the Camp Hyatt Kids Council held by Hyatt Hotels Corp. Camp Hyatt Kids Council will be used by the hotel chain to evaluate its 3-year-old Camp Hyatt family travel program. The chain wants to make sure that kids have more to do when they are on vacation. Member of the council who have been selected from the chain's dinosaur-naming contest participated in focus groups and tested new menu items and activities. According to Camp Hyatt director Julie Halpern, the council may meet annually and its members will be involved with local Hyatt hotels, tasting new menu items and offering ideas for new services.

This section presents an outlook for spot television (TV) media in the U.S. in 1993. Despite the Olympics and a national election, the spot TV market in 1992 has been tepid. Observers say spot TV spending from national accounts could be up by as much as 5% in 1992. But reduced spending from local advertisers should balance out most of this gain. Though some buyers expect modest price increases of up to 4%, most believe prices will generally remain flat. Buyers also expect to have no problems finding inventory. Marketplace conditions and uncertainty over advertising budgets should also make advertisers continue their current pattern of making last-minute advertising buys. In addition, competition from other advertising media has weakened the demand for spot TV time. INSET: What's hot (in spot television).;What's not (in spot....