HOT SPOT: ARCO: BLENDING QUALITY AND PRICE MESSAGES

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Arco, known for undercutting rival gas stations on price, last week broke a campaign pumping quality. "There is no better gasoline than Arco," the voice-over says in the first half of each spot. The commercials then cut to a "ne ws bulletin" in which Arco refinery employees offer advice on how to cope with paying less for quality gas. Rubin Postaer & Associates, Santa Monica, Calif., created the campaign, airing in California and Arizona.
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