Word: colas
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Universities Sign Cola Contracts...
...long) from Crate and Barrel, 48 Brattle Street? If your gift recipient is a pre-med and keen on staying up late to study, $1,000 will get you 166.66 pounds of chocolate-covered espresso beans, from Barsamian's, 1030 Mass. Ave., or 409.5 gallons of caffeine-rich Coca-Cola from Star Market, 49 White Street. One thousand dollars buys 833.33 gallons of Poland Spring water from the same place. If you're not into all of this extravagance, bury your loved one in 252 and one-half pounds of Hershey's Kisses from Sweet Stuff...
Ethnic marketing has been around for a while. Companies like Coca-Cola and McDonald's have advertised to Hispanics in Spanish since the 1960s. But the value of ethnic targeting was not fully appreciated until the 1970s, when corporations discovered that African Americans were spending upwards of $250 million a year on consumer goods. Big marketers like Philip Morris and Quaker Oats learned how to penetrate this market, gradually winning praise and customers with ads depicting blacks in positive and nonstereotypical roles. Says Ken Smikle, publisher of Target Market News, a newsletter that specializes in African-American marketing: "Corporate America...
Both to cash in and to avoid mistakes, more and more companies are recruiting ad agencies that specialize in ethnic marketing. San Francisco's Time Advertising, which is owned by Chinese Americans, did spots for AT&T. Chicago-based Burrell Communications, a black shop, handles McDonald's and Coca-Cola, among other accounts. Many of the big Madison Avenue firms have either acquired or started up ethnic-oriented divisions. Young & Rubicam owns the Bravo Group, a Hispanic-market specialist. Foote Cone & Belding, Leo Burnett and Grey Advertising also have in-house Hispanic departments...
...sure way to boost demand for whatever is coming: better symbols on products showing their recycled content. The National Recycling Coalition, based in Washington, has persuaded 25 large industrial companies, including Wal-Mart, Coca-Cola, AT&T, McDonald's and Johnson & Johnson, to back a "Buy Recycled" movement. The Environmental Protection Agency is about to launch a "Buy Wa$te Wi$e" campaign, urging consumers and manufacturers to favor recycled goods. "The public must get away from the idea that merely putting items in containers at the curb is recycling," says David Dougherty, director of the Clean Washington Center...