The Pantagraph from Bloomington, Illinois • Page 27

THE PANTAGRAPH, Wednesday, Dec. 21, 1994 C5 Tfie Now Is Here! upi-nion rrr -j (Across from State Farm Corp.) ATELLSTE Magazine ads show plenty of yuletime spirits NEW YORK (AP) It has become a sign of the Christmas season. Magazine ads for Absolut vodka have sung from the mailbox. They have spoken holiday greetings in several languages. And they have delivered gifts of greeting cards, stockings and pocket squares.

Marketers of the Swedish liquor brand have been coming up with unusual holiday ads every year since 1987. This year they are giving away knit gloves. Calling it "Absolut Warmth," the importer House of Seagram packed gloves designed by Donna Karan and stamped with the Absolut (V3 II 1 ry on ftfsf 1 1 I I I 4 II V3 i 4 VOLKSWAGEN-AUDI 1 ML 1 KENN CALVERT, GEORGE NICHOLS PARTS MANAGER-, Hi IIBF. OH SL CMTFnTI SERVICE MANAGER chamingystIm" I SPECIAL I Check Battery Output, Alternator Performance, Inspect all belts, check system for electrical drains. CHANGE 1 1 ii With Free 12 Point Inspection $30195 $9Q95 1 1 1 1 1 1 SUBARU J.

SUBARU 1 1 Som restriction! apply to particular vehh I des as par manufacturer specs, up to 5 qta. I of oil only. Not valid with any other service Hiiiiiiiiiiiir I special, plus tan. I 1 Present at time of write up. Expires 1-31-95.

Inoi vaiio wnn any omer service special, put tx. I Present timi ol write up. Expires 1-31-95. I PARTS SPECIAL brand into an ad appearing in all 430,000 of York magazine's Dec. 5 issues.

The gloves were tucked inside an advertising insert that carried a photo of a thermometer shaped like an Absolut bottle stuck in a snow- I drift. Another 5,000 unbranded pairs were do- nated to a homeless shelter. Chivas Regal, also marketed by Seagram, sponsored a more technically elaborate ad that included 23 red lights arranged in the shape of a bottle of the Scotch whisky. The lights brighten the sky in a drawing of a snowbound village when a designated spot is pushed over a concealed battery at the bottom of the ad. "Not everyone is looking for reindeer," reads the ad that appeared in 300,000 of the 816,000 copies of the Dec.

12 issue of the New Yorker. It is running a version of the ads without the blinking lights elsewhere. Each campaign cost more than $1 million for production and. space at least $2.22 for each Absolut ad and $3.33 per Chivas Regal ad. The splashy ads are one way that liquor marketers can help their brands rise above the colorful clamor for consumers' attention during the holidays, the biggest sales period of the year for spirits peddlers.

Magazines also provide a creative outlet for liquor marketers, who are unable to pitch their products on television. But critics question the high costs. They say some advertisers don't want to be in magazines with such ads. "It makes it less attractive to others," said Roberta Garfinkle, who buys magazine ad space for the agency McCann-Erickson in New York. "The feeling is that with so much interest in that one ad, it will eclipse everything else in the issue." Publishers counter by saying such ads draw more readers and increase chances that other ads will be seen as well.

"I've never heard a negative word," said Alan Katz, associate publisher of New York magazine. Arthur Shapiro, the top marketing executive for Seagram, said he didn't know if the elaborate Christmas ads actually boost sales. I WINTER ANTIFREEZE I SYSTEM SPECIAL I Includes flush system, inspection of belts and I hoses. Add up to 2 An advertising Insert for Chivas Regal Scotch, right, replete with blinking red lights, and a magazine Insert for Absolut vodka, left, featuring a pair of knit gloves, are pictured In New York. Special hollday-themed ads seem to pop up everywhere at this time of year in what has become a sign of the season.

gallons antifreeze. I I I I SUBARU 15 Discount off List Price on parts and accessories purchased "over the counter. I i I SUBARU Not valid with any other service special, plus Not valid with any other service special, plus 1 I tax. I nwwii win iviiiv Expires 1-31-95. I I Present at time of write up.

Lai aa Pm 9 Tow Aulhoriit Dnlrr azine publishers group, said fragrance makers are the heaviest sponsors of special ads. Cigarette makers were next The volume of special ads from liquor marketers has doubled. Michel Roux, the head of Carillon Importers, which. lost rights to Absolut in the past year, was a key motivator behind the brand's embrace of the tactic. He said the Absolut glove ad was "interesting" and that the Chivas Regal ad was an approach he had once hoped to do.

But he said he has since "changed my philosophy" on the wisdom of spending so much money for them. "All of these things are nice for a period of time and then they get old," he said. "We do it because it's a way for a consumer to think of our brands. It is something alive which is unusual for the print medium. And we have a lot of fun with it," he said.

While Seagram appeared to be the lone sponsor of magazine spectaculars this Christmas, the Magazine Publishers of America said the practice of including something extra with magazine ads in increasing. The volume of non-traditional ads like those that include fragrance strips, moving parts, blinking lights or other special devices rose 16 percent in the first 11 months of this year in 185 consumer magazines tracked by the Publishers Information Bureau. Jim Guthrie, a marketing officer for the mag SUD's SUBARU at your timet VETERANS PKWY. TO FT. JESSE 1 BLK.

WEST AT TOWANDA 309-454-1101 Bloomlngton-Normal 1-800-343-1679 t7 tv i i -vsiaas' v-es rss A Luxurious Leather Come experience some of the luxurious leather has to offer. The comfort of leather upholstery adds the perfect color, texture and style to any decor. And now, whether the room is formal or casual you can enjoy fine quality craftsmanship at fabulous savings. i i Ws I 1 1 Jeffrey Widdel Greg Beyer Steve Raney Yvonne Donalson Investment Broker Rob Gtover investment Broker Investment Broker Investment Broker Investment Broker I II ll HI I I 1 i nan-. Mm mm m.

m. Am Ron Rebholz Investment Broker5 Andrew Elias Investment Broker DISCOVER THE ADVANTAGES OF AGENCY BONDS! Compared to CDs with similar maturities government agency bonds can offer you a better combination of security and yield. Federal National Mortgage Association Debenture Due October 16, 1997 Clndi Wells John, Martin Investment Broker Investment 2 71 7.65 A Qumton Koch Investment Broker K. Robert Dooley Investment Broker Rate yield to maturity at of 12-19-94. Yield and market value will fluctuate if bonds are told before maturity.

CDs an Jedcntlly insured and offer a fired rule return. Most ateney bunds are mnsideird "hiiivi obliuHions nf Congress, and they an highly secure inirstments. jgg FLEXSTEELj i i THOMASVILLE fa imj yLGEdwards I Mai r-. dat usted Advice Exceptional Service 1319 Veteran Parkway Bloomlngton, IL 61704 309-662-2000 or 800-747-2000 Michael Donaldson Investment Broker I9MAQ Donald Daly, Investtnenf. Broker Pi 2 Teresa Becker Bill Kilpatrick Noelle Yeakel Joyce Sims t--ik-, Registered Brokers' Assistant Wire Operator 't- Jet.

Rt 54 121, Mt. Pulaski Open Daily 9-6, Fri 9-8, Sat 9-5, Sun 12-5 FREE DELIVERY 6 MONTHS INTEREST FREE We will not be undersold on identical items. It's that simple! fjeeds 1319 VeteiIwBloomingtot.