PROFILING AMERICA'S BIGGEST AD SPENDERS;#17 KELLOGG CO.

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine5,254By top brand19941993% chg

Kellogg's cereals 483,670SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales6,562U.S.19941993% chg

Sales3,841HEADQUARTERS

Kellogg Co./One Kellogg Square/P.O. Box 3599/ Battle Creek, Mich. 49016/Phone: (616) 961-2000.

PERSONNEL, BRANDS, AGENCIES

KELLOGG USA: One Kellogg Square/Battle Creek, Mich. 49016/Phone: (616) 961-2000. Alan F. Harris, exec vp-mktg & sls, cereal div; Jonathan D. Wilson, exec vp-gm, convenience foods div; C.A. Clark, corp vp-sr vp, nutrition & mktg svcs; S.W. Richards, sr vp-sls.

All-Bran, Apple Cinnamon Rice Krispies, Apple Jacks, Assortment Packs, Bran Buds, Cinnamon Mini Buns, Cocoa Krispies, Common Sense Oat Bran, Complete Bran Flakes, Corn Flake Crumbs, Corn Flakes, Corn Pops, Cracklin' Oat Bran, Croutettes, Double Dip Crunch, Eggo Waffles, Temptations, Pop-Tarts Crunch, Pop-Tarts Minis, Froot Loops, Frosted Flakes, Frosted Krispies, Frosted Mini-Wheats, Fruity Marshmallow Krispies, Healthy Choice, Just Right, Low-Fat Granola, Nut & Honey Crunch, Nutri-Grain, Nutri-Grain cereal bars, Pop-Tarts, Product 19, Rice Krispies (cereal, bars & treats), Shredded Wheat Squares, Special K: Leo Burnett USA, Chicago. Tim O'Day, sr vp-acct dir, cereal; Mike Arnold, vp-convenience foods.

Apple Raisin Crisp, Crispix, Frosted Bran, Fruitful Bran, Mueslix, Raisin Bran, Smacks: J. Walter Thompson USA, New York. James Meyer, sr vp-U.S. acct head.

African-American adv: Vince Cullers Advertising, Chicago. Vince Cullers, pres.

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