Fidelity taking lighter approach to investments

Article Abstract:

Fidelity Investment's new TV ads garnered an unremarkable mark from consumers, according to data gathered by Ad Track, USA TODAY's exclusive consumer poll. Only 12% of the consumers polled said they like the ads, which featured in two separate spots, Fidelity Vice Chairman Peter Lynch and comedian Lily Tom. The ads, which began in early September 1998, were most popular to consumers over 65 years old. Favorable reviews also came from respondents whose household income total $50,000 to $75,000. Despite average reviews for its ads, Fidelity still considers the ads as successful ones.

Comment:

New TV ads garner unremarkable mark from consumers, according to data gathered by Ad Track, USA TODAY's exclusive consumer poll

Open-End Investment Funds, Mutual Funds (Open End), Fidelity Investments Inc., Open end mutual funds

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Despite star power, Claritin ads falter

Article Abstract:

Schering-Plough's commercial on Claritin RediTabs is posting low ratings, based on an Ad Track consumer survey. The commercial that features the former "Good Morning America" host Joan Lunden has failed to win considerable consumer attention for complying much with the federal advertising regulations. The advertisement was created by WPP Group's Common Health USA. Schering-Plough, which saw its Claritin sales increased by 50%, has invested $51.3 million in the first half of 1998 to promote Claritin.

Comment:

Commercial on Claritin RediTabs is posting low ratings, based on an Ad Track consumer survey

Drugs & Pharmaceuticals, Pharmaceutical and Medicine Manufacturing, Drugs, Schering-Plough Corp.

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Jordan, Hamm 'can do' ad match

Article Abstract:

Gatorade's commercial that featured Michael Jordan and Mia Hamm turned out to be a success, especially after Hamm became a sudden household name by the time the commercial started airing. Created by Foote Cone and Belding, the ad put the two athletes against each other in different sports as the Irving Berlin song 'Anything You Can Do (I Can Do Better)' played on. The commercial rated high among people age 18 to 28, according to the Ad Track survey.

Soft Drink Manufacturing, Nonfruit Drinks ex Carbonated, Gatorade

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