PROFILING AMERICA'S BIGGEST AD SPENDERS;#22 GENERAL MILLS

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

Magazine38,097By top brand19941993% chg

General Mills cereals 280,800SALES & EARNINGS ($ in millions)Worldwide19951994% chg

Sales5,027U.S.19951994% chg

Sales4,841

HEADQUARTERS

General Mills/One General Mills Blvd./Minneapolis, Minn. 55426/Phone: (612) 540-2311.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Donald L. Knutzen, vp-mktg svcs; Robert J. Blake, dir-adv svcs, cons foods.

CONSUMER FOODS: One General Mills Blvd./Minneapolis, Minn. 55426/Phone: (612) 540-2311. Jeffrey J. Rotsch, pres-Big G cereals; Roger W. Rumble, pres-foodserivce; Chris Steiner, pres-Betty Crocker prods; Michael E. Cushmore, pres-Gold Medal div; Gary M. Rodkin, pres-Yoplait U.S.A.; Marc Belton, pres-Snacks Unlimited div; Edward K. Bixby, president-cons foods sales.

Military, trade adv: Bozell, Minneapolis. Joe Rabaglia, vp-acct super.

Bugles, Cinnamon Toast Crunch, Sweet Rewards Snack Bars, Nature Valley Granola Bars, Nature Valley Granola Bites, Nature Valley Cereal, Popcorn Bars, Oatmeal Crisp, Pop Secret, Pop Chips: Campbell Mithun Esty, Minneapolis. Don Kvam, sr vp-mgmt super; Steve Wehrenberg, sr vp-mgmt super.

Bac-O's, Basic 4, Betty Crocker dessert mixes & potatoes, Betty Crocker Recipe Sauces, Bisquick, Colombo Yogurt, Crispy Wheats 'n Raisins, Golden Grahams, Hamburger Helper, Potato Shakers, Dinner Sensations, Raisin Nut Bran, Red Band, Robin Hood flour and mixes, Suddenly Salad, Suncrunchers, Tuna Helper, Wheaties, Honey Frosted Wheaties, Wondra, Yoplait: DDB Needham Worldwide, Chicago. Alan Alexander, exec vp-grp acct dir.

Foodservice: Food Group, New York. Steve Buckley, sr acct exec.

Apple Cinnamon Cheerios, Berry Berry Kix, Cheerios, Cheerios Snack Mix, Clusters, Cocoa Puffs, Country Corn Flakes, Dunkaroos, Fiber One, Fruit by the Foot, Fruit Roll-Ups, Fun Pack, fruit snacks, Honey Nut Cheerios, Kix, Lucky Charms, Monster cereals, Multi Grain Cheerios, Reeses Peanut Butter Puffs, Squeezit, Total, Total Corn Flakes, Total Raisin Bran, Trix, Trix Yogurt: Saatchi & Saatchi Advertising, New York. Mike Burns, Anne Adriance, mgmt dirs.

LaPina, Betty Crocker desserts, Hispanic cereal adv: Casanova Pendrill Publicidad, Irvine, Calif. Laura Marella, vp-media dir.

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