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c h a n d i s i n g p r o g r a m t h a t b r i n g s t i l e n a t iK - C D a r e s t o L a u n c h a C a u s e T i e - i nPromot ion T hr ives Am id ED LP S t ra tegyB y M e r ry J . Smi t hNEENAIl, WI - Kimberly-Clark is provingthat EDLP, or value-pricing, doesnt have tospell D-E-A-T-H for promotions.

The giant personal care products manufac-turer has embarked on a massive campaign insupport of DARE (Drug Abuse ResistanceEducation), a non-profit organization thattrains uniformed police officers to teach ele-mentary school students how to say no todrugs, alcohol and tobacco.The promotion breaks Sept. 7 and will runfor four weeks, marking DAREs first corpo-rate sponsorship. Through an FSI ad and ra-dio spots in some 76 markets, consumers willbe informed that their purchases of Kimberly-Clark brands - Huggies, Kleenex, Depends,Pull-Ups, New Freedom and Kotex - willtrigger company donations to fund the pro-duction and distribution of handbooks thatDARE officers hand out to kids in class-rooms.

Kimberly-Clark made its much-publi-cized move to an every day low price strate-gy last year, which all but eliminated cou-pons for its brands in favor of lower pricesacross the board. Similar moves by othercompanies, particularly Procter & Gamble,which led the "value-pricing" movement,fueled speculation that consumer promotion

The fvllowinq coinpalues are m ent ioned edi torially in thisissue a/PROMO. Page munh ers refer to the f ir5r ment ion ofeach com pans.ActMct) izz . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .AksespA,nociaics ................- ........- ............- . . . . . . . . . . . . . . . ._.. . . . .3 IA d v a n c e d P r o m o t i o n T e c h n o l o g i e s . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . _ . . . . . . . . IAdvolnc . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .coneSim1Yj3ricn._.....,,._....................... . . . .A m e r i c a n F ro z e n F o o d sA r c s M a r k e ti n g A s s o c . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Arthur Andcacn&Cu . . . . . . . . _ . . . . . . . . . . . . _ . _ . . . . . . . . . . . . . . .1305 Mark et i ng . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .I3ohb .M E n t e rnient...........,..................._........_.,...........,.,_....9l3tidli Knights............._..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8syanFood . ._. . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......._.........l03B u s i n e s s W o m e n M a r k e t in g C o r p . . . . . . . . . . . . . . . . . . __..............34Cadbury 8eversgcs In c . . . . . _ . ._ ._ . . . . . - - - - - - - - - - - - - - - - -CampuuOirncnsion._. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Car toon Ne iw, ,rk . . . . . . . . . . . . . . - . . . . . . . . . . . . . _ _ . . . _ . . . . _ . . . _ . . . _ . . . . . . _ . . . . 12C at al i na Mark et i ng C orp . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . IChevntki/Geo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Cltry 4er C or p . ............._... . . . . . . . . . - . . . . 24Clurnx . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Ctiu,rkSsta_ . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . .. . . . . . . ..C ruws B rewi ng . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _.._..63D a t a D i s p l a y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .DUBt4e e d h a m . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .D o n a c i l e y M a r k e ti n g J o e . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .E lec t ron ic t f iuke t ing and Re ta i l Co tn tnun jca t ion .s Co . - .l2E q ui t y C ot i t muni ca t i t t ns . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . 76Prdadt,n lnteruaucmal olFtx,thalI Associations . . . . . . . . . . . . . . . . . . . . . . . . . . . 46l l c i s h m a n . i I i Ilard.. . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - . . . . . . . . . . . . . . . . . 9I " s L i c e n s i n g a n d lvit and i s tn. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I I )F u j i l i u , u s Film U S A , . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . 5 9h u r t ltu, t B eer . . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36i I ,n . l Ice Cream . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . .lire IIuitr,n co, ...... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i,

K i m b e r ly - C la r k b r e a k s n e w g r o u n d w i t h D A R Et ie- in.techniques such as coupons, rebates andothers traditionally used in a high-low pric-ing environment would be significantly cutback in the world of EDLP. While this hashappened to some extent with certain so-called "EDLP brands," consumers and re-tailers reliance on promotions has chal-lenged value-pricing manufacturers to find"smarter" ways to use high-low promotiontechniques.

Even in an EDLP environment "you stillneed a strong focal point for consumers andretailers to get behind," said Kimberly-Clarkassistant promotion manager for corporategroup events Scott Wakefield. In the DAREpromotion, that focal point is a radio mer-

COMPANY INDEXln .S to rcAdvc t l i s ing Inc . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Incon Resea rch _ _ . . - . . . . _ . _ . . - . . . . - . . . . . . . . . . . _ . . . . . . . .IntcraettveTdephoneCo..... . . . .. . . . .. _ _ _ . . _ _ . . . . . . . .. . 2 2ISL M arkc t ing . . . . . . ._ . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . _ . . . . . . . . . . . . _ . . . . . . . _ . . _ . . . . . . . . . . . 59IT T Shcra ton . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . . . . . I 9Jericho Promotions......... . . . . . . . . . . . . ....12Jo lly T im e Pop Corn . . . . . . . _._.,. . . . . . . . .Jordan M cGrath . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . - . . . . - . . . . . . . . . . . . . . . . . . _ . . . .Kathryn Belch. Inc...._......._. . . . . - . . . . . . ._. . . . . . .__. . ._ 1 9Kay.BceToyStnrcs ....... . . . . . . . . . . . . . . . . _ . . . . . . . . _ . . . . . . . . . . . . . . _ . . .. . . . . . . 9Kellogg C o . . . . . . . . . . . . . . . . . . . . . . . . . .KendalIFuturo . . . . . . . . . . . . . .. . . . . . . .Kin tbc r ly -Cla rk . . . . . . . . . . . . . . . _ . . . . . . . . . . _ _ . . . . _ . . . . . . . . . 6K o d a k . . . . . . . . . . . _ . . _ . . _ . . . . . . . . . . . . . . . . . . . . . . . . . . . .Krzt f lGe, rers l Food s. . . . . . . . . . . . . . . . . . . . . _ . _ . . . . _ . . . . . . . . -M & M I M a r a _. . . . . . . . . . . . . . . . , . . . . . . _ . . . . . . . . _ . . _ . . . . . . . _ . . _ . . . , . . . . . . i 9MarkctGmwthResourccs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Marke t ing Force . . . . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . tOMarke t ing Corpon i r ionofAtncr i ca . . . . . . . . . . . _ . . . . . . . . . .Mark et p lace So lu ti ons . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . .M a r k c t S o u r c e . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . , . . . . . . . . . . . . . . . . . .MasterCard International............... ........_..._......._.............46McC rack en B roolL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . _ . . . . . . . . _ . . . . 1 9- . . . . . . . . . . . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . .M c d i a O n e . . . . . . . . . . . . . . . . . . . . . . . . _ _ . . . . . . . ...._.._....9Mobile Marketing ......................... . . . . . . . . _ - . . . . . . . . . 36ModemMedia . . . . . . . . . . . . . . . - . . . . - . . . . . . . . . . .. . . . . . . . . . . . . . -....._.....63M T V . . . . . . . . - . . . . . . . . . . . . . . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .NB C ............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . .NCH Promot iona l Se rv ice s . . ....... . . . . . . . . . . . .Nestle Chocolate nt Cnfctiottt . . . . . . . . . . . . . . . . , . . . - - - - - -Nc ws America FSi...._ . . . . . . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . .Ogi l v y & M a t h e r . . . . . . . . _ . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . _ . . _ _ . . . . . . . . . 103Pepper & Associ a t es. . . . . . . . . . . . .. . . . . . . . . . . . .. . . . . . . . . . . . . .. . .Peps iCo . . . . . . . . . . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 1 0Pizza l lo t . . . . . . . . . . . . . .. . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . 36P rocter& Gamble ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . _ . . . . . . . . . . . . 4 4Promotion &tcchanrcs....................- . . . . . . . . . . . . . . . . . . . .P rr, rtrrtl irttctl Marketin g l i v e . . . . . . . . . . . . . . .. . - . . . . . . . . . . . . . . . . . . . .. . . . - . . . .Rlr-lurina....................................................- . . . . . . . . . . . . . . . . . .36Rapp Collins Cttrn,rrntncat i r, ,rs . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . .. . . . . . - . . . . . . . . . . . . . . . . 2 ) )

promotion to the local level by providing tailers with free radio spots in return for pf o rm a n c e g u a ra n t e e s .

Working with Area Marketing Assocates, New York, Kimberly-Clark creasplit-60 radio spots in which the first 30 sonds introduce DARE and give details ofpromotion and the second half is handed oto participating retailers in each markep r o m o t e t h e i r o w n s t o r e s p e c i a l s o r lT y p e tinvolvement with the promotion.T h e p ro g ra m " is a w a y f o r r e t a il e r s to townership of the promotion and make it bter than what we delivered," commenWakefield.

Area Marketing has secured agreemewith some 4(X) radio stations to support program with their own promotions - flive broadcasts from grade schools, to intviews with police licers, to on-air promotional announcements. "Radio stationsg e n e r a l ly h a p p y t o g e t i n v o l v e d w i t h c o m mnity-oriented programs," said Area Morki n g s e n i o r p a r t n e r J im B o n n e r .A Sept. 19 FSI announcing the promowill blanket the country and enable consuers in "non-promotion markets" to particpate through an 800 number published in a d .

Kimberly-Clark will provide customipoint-of-sale materials and also make adtional donations to local DARE programsretailers names depending on the numbecases ordered and products displayed. U

Reckilt & Cotn tanRJR Nabisco ----Rober t Bi l le t P romot io r t s_ .__._ . ._-Rose Mari e Rei d . I nc .Ross Roy GroupR y a n P a r t n e r s h i p P r o m o t i o n A g c n c yS a r n p l e A i r . . _ - - - - - . . - . . . . - . - . - - - . - - . - - - . - - - - - . . . . . . . . . . . . _ . . . . . .S a m p l i n gSara Lee Knit Products.--Sent rams-S cenaHamillon.......-..-...-.--Sega o(Arnctics__.------.---. . ._..._Segmen ted Marke t ing Se rv ice sT h e S k i in g C o .SmithKline Beechnun._____.__.-_-.....-.--*-.._._.__..............Snyder Communications ___._.__...-......______.____-...__Socce r USA Pa r tne r sSamarS o u r c e M a r k e ti n gT he Spor t ing NewsS p o r t s C h a ti n e l A m c n c a . . -SPOrSSLJnkSprinL. . - - - . - . - - . - . - . - - . . - - - - - - - - - - - - - - . - - - - - - . . . . . . .S p r i n t T I e M r s i i s P r o m o t i o n s G r o u p . . _ _ . _ . _ _ _ . _ _ . _T he S t r a t eg icS u b w a y s a n d w i c hSull ivanT he S unflower GroupT a) International Marketing Inc..........._..........................T i m e I n c . i n S t o r e V e n t ur e s . . . . . . _ . . _ . . .TimeWarner............-.---.-.-.--.-..-----.--.---.._.TimesMiffOrMagazines.....T rans i t ions Opt ica i tT u rner homeVa l ass i sCornntunica t iof l s l f l c . . . . . . . _-. __...-Walkers Crisps.... . . . . . . . . . . . ._ .. - - - - - - - - - -VarnnrCus to , n lv Ius ic . . . . . . . . . . . . . . . .-.----................._ .._, . . .\VirtchcllS Stores.... . . . . . . . . . . . .___..... - - - - - - - - - - - -Young&Rttbi - am .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Zil(Cuutntuuicattt,ns . . . . . . . . . . . . . . . . . . . . - . . . . . . . . . . . .

6 P R O M O : T h e h i t e t n n t i o n o l M a q n ii n e f o r P r o m o t i o n M n r o t in q

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341f, a manufacturer of electronic; industrial andmedicinal products, printed its 1992 annual reportentirely on recycled paper.

30ircle 21 For Free informationMoney Matters.recycled paper stock in their annualreports, Feldman says. Despite aSometime s higher price tag than vir-gin paper, the environmentallyfriendly stock is often chosenbecause of the message it sends tothe companys stockholders.

For example, 3Ms report wasprinted entirely on recycled paper.As a major producer of industrial,electronic and medicinal products,it was logical for 3M to stress itscommitment to environ-mentally sound manufacturing practices. In addition tostating this in the editorialportion of the report, anoth-er obvious and very visibleway to achieve the sameresult was to use recycledstock and identify it as suchto the annual reports read-ers.

Another trend is the useof desktop technology in thedesign and production ofannual reports, Feldmansays. Many companies bidout their annual report pro-jects to design firms. Thiswas the case with both 3Mand Georgia-Pacific. How-ever, for Aldus, designingthe report in house not onlyeliminated the need to hirean outside vendor, which"saves us a lot," Stewart says, it alsoreflected directly upon the compa-nys electronic design products.

"People are going to look veryclosely at this piece because it wasdesigned with our products," whichinclude Aldus FreeHand, Page-Maker, PhotoStyler and TrapWise,she says. "We had to show that wewere aware of the trends in designand to demonstrate the capabilitiesof our products. It isnt a flashypiece, but its design had to be verystrong.Despite an increasing use ofdesktop technology by annualreport designers, some companies,including Georgia-Pacific, prefer to

work with the tried-and-true tradi-tional production methods theyveused for years.

"Right now,all of our design forthe Georgia-Pacific report is donetraditionally on boards," saysSainatas 1-lardy. "Our client stillfeels very comfortable working withartboards. So, we do a lot of workover the phone, and a lot of faxesand overnight deliveries. When thetime is right, we will move to desk-top with them, but for the time

being the traditional mode is com-fortable for both of us."However, Feldman sees desktoptechnology becoming more the rule

in the production of annual reportswith each passing year. "Doingaway with traditional mechanicalsand supplying information on diskor by modem has become more andmore common over the past twoyears," he explains. "There are somepeople out there who have beenusing it to produce annual reportsfor the last five years or so, but itsonly started to flourish recently.And from what Ive seen, I fullybelieve more people will be using itevery year from now on."

PtJDUSHING & PRoouCrlor- Execunve SUTEMBER 1993