LETTERS TO THE EDITOR

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The advertising community mourns the death of Bob Hope. He artfully, graciously and humorously lent his remarkable talents to our industry, establishing a towering benchmark for appealing, effective spokesmanship and enriching brands like Pepsodent, Chrysler and Texaco with his personality.

Most memorable were his many trips abroad to entertain our troops, beginning with World War II and continuing through Operation Desert Storm. Those Bob Hope holiday specials, often filmed in harm's way, demonstrated just how special a person he was.

Robert Liodice

President-CEO

Association of National Advertisers

New York

New Bud Internet ads target adults, not kids

The point that was overlooked in "Bud uses `reject' spots in viral play" (AA, July 21), about a new Budweiser Internet ad, was that the creative technique didn't rely on cartoon illustrations but instead used a TV storyboard pencil sketch of a "rejected" ad. This ad used sophisticated, cutting-edge humor that appeals to adults and in doing so delivered a persuasive message about Budweiser beer. Any insinuation that the visual approach used created appeal for anyone other than legal-age beer drinkers is simply wrong.

All Anheuser-Busch beer advertising is focused on reaching our consumers: adults of legal drinking age. Not only are we careful to ensure our advertising appeals to adults, but we place our advertising in media that ensure we reach adults. For example, the 2002 fourth quarter Nielsen report shows our Internet ads reached audiences that were 91% adult, age 21 and older.

We take the same careful approach with our educational efforts to prevent abuse. For more than a decade, we and our Anheuser-Busch beer distributors have implemented a wide range of educational programs in communities everywhere. And these efforts are paying off. For example, five recent national studies have shown that underage drinking is on the decline. This clearly says that programs and efforts already in place are working.

Of course, there is more work to be done, and Anheuser-Busch is committed to doing our part. At the same time, we want to set the record straight about our advertising so there is no confusion whatsoever about our intent or message.

John T. Kaestner

VP-Consumer Affairs

Anheuser-Busch Cos.

St. Louis

Real-world example of top woman CEO

Rance Crain's column "Who is best for CEO suite? Here's case for women at top" (Viewpoint, AA, July 14) brought to mind TruServ CEO and [Northwestern University] Kellogg School of Management alumna Pamela Forbes Lieberman -a very effective woman "running the show." Last month at Kellogg, she told her inspiring story of turning the troubled True Value Hardware stores cooperative around by managing the balance sheet and transforming the corporate culture into one of teambuilding, open communications and full disclosure.

Michele White

Principal

Work in Motion

Chicago

Women leaders benefit society at many levels

I teach business and management courses at the renowned and revolutionary women's liberal arts Alveno College in Milwaukee and I for one (of the same male gender) totally agree with Rance Crain's column "Who is best for CEO suite? Here's case for women at top" (Viewpoint, AA, July 14).

I explore many of the same issues regarding male and female leaders in a senior-level course, "Women and Leadership," as well as in my other courses in human-resource management and organizational behavior. On so many levels, we would definitely be better off with more women leaders throughout our society.

Jim Henderson

Assistant Professor

Alverno College

Milwaukee

Rance Crain was right about women as CEOs

Re: Rance Crain's column "Who is best for CEO suite? Here's case for women at top" (Viewpoint, AA, July 14). I would agree with the writer and his wife, daughters and granddaughters. And I am from his gender. Great piece.

Charlie Judd

CEO

NTS Marketing

Lynchburg, Va.

Corrections

* In "Turn Signals" (July 28, P. 8), the note with the media spending table was incomplete. It should also have said the dollar figures in the table were dollars in thousands.

* In "Advertising Age's Guide to Music Marketing", the poster with Special Report: Music Marketing (AA, July 28), The L.A. Office, the source for the information in the table "Dynamic Duos" was misidentified as The L.A. Store.

* In "Best Buy kicks off $15 million rewards push" (July 21, P. 3), Kelvin Taylor, president of Alliance Data Systems' Frequency Marketing, Cincinnati, was misidentified as Kevin Taylor.

* In "People" (July 21, P. 30), Koji Sakate, of Prophet, Tokyo, was misidentified as Koji Kakate.

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