L.A. County ad space available in swap for corporate donations.

L.A. County ad space available in swap for corporate donations

Advertisers hoping to get in on the recently expanded Los Angeles County program of selling sponsorships, which include advertising on government buildings, vehicles and equipment, will be happy to learn that strategy meetings

However, Chris Klinger, deputy director of beaches for the county, warned that publicity last winter gave people a false impression of what the program is about. The county doesn't simply sell advertising space, he said; it does allow companies that donate equipment and money to use the county logo in their advertising and to place the company's logo on or near what they donate.

Klinger said that when the county first decided in February to expand its sponsorship program from the Beaches and Harbors Department to all county departments, people believed the county was simply selling advertising on everything it owned -- buildings, vehicles, employee uniforms -- to anyone with money. He said he received phone calls from bail bondsmen who wanted to rent sign space at the county jail, billboard companies and a host of other advertisers that are "not really what we're looking at."

"We were getting enough (phone calls) that it concerned me," said Klinger. "Advertising is not really the thrust of it. It's really set up to sell sponsorships."

The county marketing program began with the Beaches and Harbors Department in 1984. Examples of sponsorships include the donation of trash barrels by local radio stations, which also pay fees to decorate the barrels with their logos, and the donation of beach vehicles by automakers, said Klinger.

This year the county decided to expand the program to include other departments.

"What they're looking at is discreet sponsorships," said Klinger. "Like the animal control department, for example, might have advertisements for animal food or medicines on its walls or vehicles (in exchange for donated food or medicine) and perhaps some dollars in addition to the food."

Klinger's office is helping coordinate the countywide program because his department has been selling sponsorships for six years. He said the first "kickoff" planning meeting was held May 3, with additional "round table" meetings scheduled to take place soon.

"It's in the embryo stage," Klinger said. "I don't think you're going to see any great leaps in terms of sponsorships for awhile yet."

A recent nationwide poll, conducted by advertising agency Warwick Baker & Fiore and Adweek's Marketing Week, revealed that 75 percent of Americans object to telephone advertising.

Susan Small-Weil, director of client services at Warwick Baker & Fior, said this may be due to the fact that it often comes at inconvenient times, is unexpected and the phone solicitor usually addresses the consumer by name, having obtained the name and number from a phone listing or other marketing source. These three elements differentiate phone advertising from other forms of advertising, she noted.

In contrast, half of those surveyed said they have no problem with the advertising of school-related products in public schools or with ads in public restrooms.

The vast majority of people (91 percent) said in-store promotions are an appropriate way to advertise, although 81 percent believe the content of such advertising is distasteful.

"The same standards held for media advertising are often not used in stores, so the materials are frequently seen by consumers as being tacky," said Mike Haggerty, WB&F media director. "Few people take note of this kind of advertising."

Advertising in the radio and print media was generally found to be appropriate and the least distasteful to consumers.

Ironically, the survey was conducted by phone, with 407 people polled across the country.

Laurie Golden, president of Jacob's Well Public Relations & Advertising in Woodland Hills, is no stranger to "green marketing," having handled publicity for Sebastian International's Little Green account.

She also is promoting an exchange program through which the Decorating Den will give Buffy Bunny plush toys to anyone bringing old furniture and supplies to help redecorate the Para Los Ninos facility in Los Angeles.

But Golden has taken recycling to new heights with her latest marketing idea -- a social event, launching the birth of a new health club dating service, called a "Recycle, Reuse Past Relationship Party." People who bring an "ex" to recycle get in free! The event is June 27 at Racquetball World, which is beginning its "Clean-Hair Dating Service" on June 6. Customers can have their haired shampooed and styled while they wait.

Chuck Reynolds has resigned as Los Angeles president of Lord, Dentsu & Partners.

Chief Executive Officer Richard Lord said Reynolds has "felt for some time that he wanted to leave the agency." Reynolds said he would announce his plans at a later date.

Lord announced that he has formed an executive committee in Los Angeles and that Los Angeles Chairman Lee Kovel will "take on a broader leadership role."

Rabuck + Associates Advertising Inc., in Santa Monica has merged with PGM & Associates, a public relations firm, to become Rabuck/Carnie Advertising Inc. The new name comes from the president of PGM & Associates, Gordon Carnie.

The new agency also announced that it will be moving to new, bigger offices, probably by Aug. 1.