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Newspaper
The Chronicle Telegram
Location
Elyria, Ohio, United States of America
Date
Mar 14, 1988
Page
15
The Chronicle discusses how ad recall now favors quirky characters over traditional pitches. California Raisins and Spuds MacKenzie topped Video Storyboard Tests lists, while last year’s top Coca Cola image Max Headroom dropped.
Industry voices note viewers tire of stand-up celebrities and prefer fictional characters like Ronald McDonald or Max Headroom. Surveys show memorable characters top ad recall, while real stars such as Michael Jackson face believability challenges in endorsements.
Fred Zimmer of Reimel Carter Advertising warns that memorable ads for Miller Lite and Energizer may not translate to product choice or brand recall. He compares brand cues like Spuds MacKenzie and Ronald McDonald, noting kids remember mascots but may not identify the actual brand, so outstanding ads aren’t the whole story.
Isuzu admits Joe Isuzu sells few cars despite popularity while Michelob Night Belongs to party ads fail to stop sales drop. Miller Lite recall proves father effect matters and average memory for commercials falls to 1.2 from 1.7. Experts blame few memorable campaigns and urge more creativity.
The column gives zodiac guidance for March 15 1988 advising Pisces to choose a wiser path, Aries to plan ahead, Taurus to guard words, Gemini to focus on mental work, Cancer to take positive changes, Leo to heed a mate, Virgo to improve health, Libra to surround with positive friends, Scorpio to retrace steps, Sagittarius to praise a coworker, Capricorn to seek bargains, Aquarius to pursue personal interests.
Sesame Street featuresguest stars Phil Donahue and Paul Simon in a primetime event. The telecast includes the Ike Eisenhower and Lutz new comedy series premiere with Allan Burns as executive producer and Scott Bakula playing a rookie attorney.
A TV night features Gritic's Choices in a premiere hour, followed by Danger Down Under an Australian-set TV movie starring Lee Majors as he seeks to reconcile with his wife Rebecca Gilling and brothers. Also airing is Broken Angel with William Shatner and Susan Blakely as a grieving father searches after his daughter vanishes post a school gang shootout.
Tom Conti is 46 and born in Paisley Scotland. He is not related to Richard Conte the New Jersey born American actor who died at 61 in 1975. Jeanette MacDonald starred in 28 films from The Love Parade 1929 to The Sun Comes Up 1949. She died in 1965 at 64.
In a bridge deal North-South reached four spades after a contested auction. East misread the telltale signals and doubled, West led hearts, East later ruffed and played into a developing club trick. The declarer exploited the defense and captured the remaining tricks, highlighting reader Jacoby’s bridge books now in print.
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