Coca Cola
1997
Coca Cola 19701980- .., , , . 1994 ., , , , .
Coca Cola , , .
, Coca Cola, . , , ( , ..), . , . , .
, , . , , (Howard Fmster) , . , .
, , , . Coca Cola , 1996 . :
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. (Georgia Freight Depot) . 22- , .
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, : 1) 500 . , ; 2) , PR-; ) .
1997 . 10 . , .
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1228 , 2,1 . -. , , .
- Associated Press, USA Today, NBC Today Show . , Coca Cola, .
II.
6. : (Grain: Harvest the Energy)
7. Millenios
8.
9. Maxwell House
10. Benecol
11. Just Born 75
12. Team Cheerios
13. 100- Jell-O
6. : (Grain: Harvest the Energy)
(Wheat Foods Council, WFC)
Fleischman Htllard
2000
. , , , , , , . . , . . (WFC) PR- Fleischman Hillard , , , , , . , , , .
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, 1999 ., , , , (84%), , , , , , .
1998 . , (58%) , , .
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- , , , 55% 1996 1999 .
5 , 4 3%, WFC , .
, WFC .
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. , , , - , , . , 23% , . 7,7% . , . , , , : (96%), (94%) (74%).
160 . . , , .
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Kroger .
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March of Dimes / . WFC . March of Dimes , , , , , , .
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72%. , 73% , , , , 13 48%.
1% , , . 10% , , 5,5% , .
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7. Millenios
General Mills, Inc
Carmichael Lynch Spong
2000 .
1999 . - .
Geneial Mills , , . 1999 PR- Carmichael Lynch Spong (CLS), Millenios , . , .
, CLS , . , 235 ., , New York Times Los Angeles Times, Entertainment Weekly, CNN - '.
, , CLS Millenios , .
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, CLS, . , , (Dick Clark), . , CLS Millenios.
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: , , 21 64 , .
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: 165 . ., 125 . ., 75 . .
: 1) ; 2) , - , CLS , .
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, , CLS 20 Millenios, .
- eBay. CLS -, eBay, Millenios ; , 500 . Millenios, , .
, , (BBBS).
1 Millenios .
Millenios. . - , Dow Jones Associated Press 300 , 67 .
, , Entertainment Weekly Millenios , , .
8 1999 . Millenios -. , New York Post, CBS ABC Fox.
2 Millenios .
1200 Millenios, 230 .
:
, , Reuters, Knight-Ridder, Gannett, Dow Jones Scripps Howard', , New York Times, Los Angeles Times, Washington Post, Miami Herald Chicago Sun-Times;
, Entertainment Weekly, Cooking Light Women's World;
, - ', ; -, -, 12 . .
CBS ABC , 2000 .
. 1 . . , . , CLS, , - . .
, 25 , , , , , CLS, , Millenios.
- eBay. CLS 200 Millenios (40% , ), (Oprah Winfrey), (Matt Lauer), (Katie Couric), (Janet Jackson), (Meg Ryan) (Tom Hanks). CLS .
100 -, , BBBS eBay . , BBBS. 500 . . 120 ., 75 . .
, , eBay Millenios , 100 . .
3 .
General Mills 15%.
Millenios , , .
, , General Mills Kellogg's, , , Millenios.
Nabisco/Lifesavers
2000 .
Lifesavers . 1912 ., . , (Five Flavor Roll), . , , . 1999 . , . PR , . . . .
. , Nabisco. , 1935 ., 65 . , , , , : , , , . 1999 ., , Starburst, . .
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, , . 25 , . PR- 75 . .
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Dow Jones. , , . , , Nabisco Dow Jones Reuter's. , , . . : Dow Jones . , 1000 600 .
. , , , . , , The Washington Post.
. , . , , . , . .
PR- .
1 . . . , , , 0,5% , 20 . .
2 . , 1 . PR- , , -, .
3 . 600 . 1 . - 12 , . (: , PR-.)
9. Maxwell House
Maxwell House Coffee
Ketchum
1999 .
. 100 Maxwell House , . , , .
1996 . , , , . , PR- Ketchum , .
, Maxwell House, . .
. 1997 . Cone/Roper Report , . 1996 . Roper Starch Study , . : 1) ; 2) , ; 3) . , (Charge Against Hunger), .
Maxwell House. . Nashville , , .
. Ketchum 14 Maxwell House (Habitat for Humanity). , Maxwell House, , , . , , Maxwell House.
. : 1) , , ; 2) ; 3) .
: 25 54 , .
: 1) ; 2) ; 3) PR, .
. Maxwell Home , . 2 . . 100 . PR- Maxwell House , .
1. .
(Build A Home America, ), 100 100 100 . , . , . , , . 2 . . , Maxwell House, 4 . . , , . 37 , . . , 8% Maxwell House, , , - .
2. .
8 1997 . Maxwell House 100 100 .
Ketchum Ogilvy & Mother . -, -, , , .
, , 37 , . , , . , , , .
: , - ; , ; , Maxwell House.
, - 97 .
3. PR, .
Ogilvy & Mother , . , , , . , , Maxwell House. , - , .
Maxwell House , , .
Maxwell House : , , , , , , , . Maxwell House.
1 , , .
Maxwell House . Folgers ( 1998 . Millward Brown ). 13 , , , , Folgers.
, 7000 37 .
40 . . 3,2 . ., 1,2 . . . 26 , . . , : , , Maxwell House, ! . 18 Maxwell House, : , , .
2 .
(58%) , , , Maxwell House - . 24% . 90% , , 1600 .
300 . . 190 . , CBS . Maxwell House , (Oprah Winfrey) , , , . (Oprah Angel Network Award). . .
, New York Times, USA Today, Family Circle, Woman's Day, Country Living, Essens 110 . . , , Telemundo Univision.
3 Maxwell House .
Maxwell House PR, . .
AC Nielsen, , Maxwell House 2,4%. 260 , . , , .
10. Benecol
McNeil
Hill & Knowlton (H&K)
1999 .
: PR- , Benecol, , . PR- & , McNeil Consumer Healthcare, Johnson & Johnson, II . 1999 . : , , ; , , ; ; , , , , , , . , , , .
, &, , PR-.
. , , , Benecol. - , New England Journal of Medicine (NEJM) Circulation. : Benecol , 10%; Benecol 14%.
. , McNeil -, : , . 40% : , , 52 . , - . , , . , , , Benecol , , . , , , Yankelovich Partners. , 40% , , . 30% , . , .
. , PRSA. : , .
& , : -, , 10 McNeil.
: 1) Benecol , McNeil, , ; 2) , ; 3) Benecol .
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, , , -, , , .
PR- Benecol 1 . .
PR- , McNeil, :
I: ! ( : III . 1997I . 1998 .)
Benecol, , . , (NEJM Circulation), - Benecol . McNeil (Raisio), Benecol, . , Business Week, The New York Times, CNN Fox News.
II: ! ! ( : IIII . 1998 .).
, Benecol, , - , . , (Nilo Cater) (Center for Human Nutrition University of Texas Southwestern Medical Center) (Frank Sacks) (Harvard School of Public Health). , , Cornell Medical Center, -, . , Newsweek, Reuters Health, NBC's Today Show, CBS u Berkeley Wellness Letter.
III: ! ( : IIIIV . 1998 .).
, Benecol. , , . , , . Better Homes u Gardens, Men's Health, American Health, Nutrition Today Weight Watchers Magazine. Good Housekeeping, Prevention Self.
PR- McNeil 1998 . 1998 . , . Benecol , . Time, Wall Street Journal, New York Daily News, CNN NBC Nightly News.
McNeil,