Goat or Gloat

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Company: United Van Lines, Fenton, Mo. Agency: Zimmerman & Associates, St. Louis Market: Trade show managers Quick chase: We like the image of the wristwatch getting a good, hard look. It works well with the headline: "Need on-time service? We've got you covered." What we don't like is how the top line and bottom line of the headline seem to collide. United also seems to be hedging on its promise of guaranteed delivery; it offers a 25% refund if the delivery is late. But what good does that do you if the show starts without you?

Chasers' choice: Goat

Company: Roadway Express, Akron, Ohio Agency: Ligget-Stashower, Cleveland Market: Trade show managers Quick chase: This ad does a good job of inviting the audience into the scene. A trade show manager seems to be getting positive results as she checks her notebook computer. Roadway guarantees that it will deliver on time-or at least 99.6% of the time. Copy is both friendly and persuasive at the same time: "You can't run a very effective trade show without your booth or materials. That's why I call Roadway every time I'm heading to a show."

Chasers' choice: Gloat

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