PROFILING AMERICA'S BIGGEST AD SPENDERS;#61 CLOROX CO.

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

Magazine28,016By top brand19941993% chg

Clorox detergents42,163SALES & EARNINGS ($ in millions)Worldwide19951994% chg

Sales1,984HEADQUARTERS

Clorox Co./1221 Broadway/Oakland, Calif. 94612/Phone: (510) 271-7000.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Neil DeFeo, grp vp; Don Murray, vp-household prods; Larry Peiros, vp-food prods; Robert Klaus, gm-prof prods; Jim Rubenstein, dir-mktg, prof prods; Richard Conti, vp-intl; Glenn Erdell, dir-adv & promo svcs; R.H. Bolte, vp-corp mktg svcs; Jim Cole, vp-corp affairs; Jerry Johnston, vp-Kingsford prods; William Morrissey, dir-mktg, Kingsford prods; Larry Popelka, dir-mktg/food prods; Glenn Savage, dir-mktg, household prods.

Clorox bleach, Clorox 2, liquid Clorox 2, Clorox Stain Out, Clorox Clean-Up, Pine-Sol, Soft Scrub, Formula 409, Tackle, Tilex, S.O.S., new prods: Foote, Cone & Belding, San Francisco. Dan Odishoo, sr vp-grp mgmt super.

Hidden Valley Ranch, Fresh Step, Scoop Fresh, K.C. Masterpiece, Brita, Liquid-Plumr, Combat, Kingsford Charcoal, Match Light, Clorox International, new prods: Young & Rubicam, San Francisco. Karen Adams, sr vp-grp dir.

Hispanic adv: Clorox bleach, Clorox 2, Clorox Clean-Up, Formula 409, Soft Scrub, Tilex, Hidden Valley Ranch, Combat, Kingsford, Liquid-Plumr, Fresh Step: Siboney Advertising, New York. Rafael Pliego, exec vp-gm.

Prof prods: Scott Advertising, Milwaukee. Charles E. Reynolds, pres.

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