GM's Guarascio prods shops to study impact of media content

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General Motors Corp.'s Phil Guarascio chided advertising agencies for not doing a better job of telling clients how content issues on TV shows and in magazines affect advertising. Mr. Guarascio, GM's VP-general manager, marketing and advertising, made his remarks at the opening session of the media conference and trade show of the American Association of Advertising Agencies in Anaheim, Calif.

Fellow panelist Jack Klues, exec VP-worldwide director of media for Leo Burnett Co., Chicago, agreed with Mr. Guarascio and said Burnett was embarking on a study to quantify the effects of content, particularly TV content, on advertising. Burnett is one of GM's brand agencies.

Copyright February 1998, Crain Communications Inc.

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