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WASHINGTON-While American Advertising Federation members think it's smart to take advantage of the Super Bowl hoopla, they confess that they themselves are seldom influenced to try a product just because a commercial appeared during the big game.

Fully 63% of the 301 members who responded to an exclusive AAF/Advertising Age fax poll conducted Jan. 12 to 18 said as marketing professionals, putting special emphasis on the Super Bowl is wise. But only 18% said they've bought a product or used a service because they saw it advertised during the Super Bowl.

The top products named by those who said they were influenced were Apple Computer's Macintosh, Master Lock and Nike.

"The marketing objective is the key," one male respondent wrote. ".*.*. The commercial must be `special,' not `typical' for the product or service."

And a female respondent cautioned: "If the ad is not really creative, it sticks out like a sore thumb during the Super Bowl."

Eighty-six percent pay closer attention to commercials that appear during the Super Bowl; 43% could name specific ads from the 1994 game. Top responses were Anheuser-Busch's Bud Bowl; Pepsi; McDonald's Corp.; and Frito-Lay's Lay's potato chip spot featuring former Vice President Dan Quayle and Doritos spot with Chevy Chase.

Still, only 51% said as consumers they found ads that run in the Super Bowl to be more effective than the average commercial.

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