Portland just average in advertiser's eyes
rviuLniiu — romana is
one of the top eight cities in the
country for testing new products
— from yogurt to tea, to cocoa mix
and cigarettes — according to at
least one advertising agency.
In 1982, Portlanders were fed a
diet of test-marketed cocoa mix,
crackers, cookies and frozen low
calorie dinners, according to
Dancer Fitzgerald Sample Inc.
And for cleaning up those
meals, Portlanders could turn to a
plastic garbage bag - also test
marketed in their town.
Dancer Fitzgerald officials say
they recently revised their list of
good test markets, adding some
cities and subtracting others.
Among those added were Seattle,
Spokane, Wash., Sacramento,
Calif., and Green Bay, Wise. One
of the cities dropped was the pro
verbial Peoria, III.
Portland not only remained on
the list but it is among the top
eight test market cities, said Ira
Weinblatt, a senior vice president
of Dancer Fitzgerald. He told the
Wall Street journal those eight
cities are the "most average of the
average."
Being "average" means the
eight have good market coverage
by the local advertising media;
they are self-contained markets;
they have fair advertising rates;
and their population components
are close to the national norm.
In addition to Portland, Dancer
Fitzgerald's top eight test markets
are Cedar Rapids and Des Moines,
Iowa; Cincinnati; Omaha, Neb.;
South Bend, Ind.; Springfield, III.;
and Syracuse, N.Y.
Dancer Fitzgerald executives say
they like a number of things about
Portland as a consumer market.
Advertising media are one factor.
Weinblatt said they must cover
the market well.
Reasonable advertising rates are
also important, he said. "Our
clients don't like to get ripped off.
Some markets could exploit the
fact that they're good test
markets.”
Portland is also considered
"very clean," meaning most of the
radio and television broadcasts
people hear or see are on
Portland-area stations.
In addition, Portland is
reasonably close to nationwide
averages for income, age distribu
tion and other factors, Weinblatt
said.
Eugene is also considered a
good test city because its smaller
size allows tighter test controls
and lower costs for advertising
and product distribution, accor
ding to Barry Sinrod, executive
vice president of Paratest
Marketing Inc. of Eastchester, N.Y.
Sinrod said larger cities such as
Portland are more likely to appeal
to larger companies.
Portland's high ranking on the
Dancer Fitzgerald list apparently
doesn't mean the city will also
rank high of the test market lists
of other marketing companies.
One study showed Portland was
on just two of six test market lists.
Portland, Maine, was on three lists
and Spokane, Wash., was on five.
Officials seek exception from pollution rules
PORTLAND (AP) — Oregon of
ficials are seeking a one-year
variance from state air pollution
rules for a Corvallis plywood
plant.
Managers of the Brand S Corp.
Leading Plywood Division plant
say the company would suffer
financial hardships if it is forced to
purchase new anti-pollution
■■■" _
equipment.
However, company officers
have declined to submit detailed
financial statements usually re
quired by the Oregon Department
of Environmental Quality before a
financial hardship variance is con
sidered, the agency says.
William Young, DEQ director,
has asked the Environmental
1,1,11 I
WUniversity of Oregon
(( continuation
>^center^_
MICROCOMPUTER
LABS
The University of Oregon Continuation Center invites you to
look into the new Microcomputer labs opening this fall.
Gilbert Hall Microcomputer Lab is equipped with IBM
microcomputers, and provides computer applications instruc
tion for community professionals and students in such Helds
as Business Management, Journalism, and Law.
Condon School Microcomputer Lab has Apple I le
Microcomputers and provides educators, students and com
munity residents with a personal computing foundation.
Condon School Lab also has graphics peripherals for artists
and others interested in computer graphics.
★ There are no prerequisites for microcomputer labs ★
Selected Courses In Planning,
Public Policy and Management
Quick Analysis (w/lab) PPPM 507, 04 Credits This
seminar claims the ambitious goal of improving executive
decision making. This goal is pursued through two paths.
First, we will examine the research on human decision mak
ing - looking especially at sources of bias or distortion in
human judgement and choice. Concurrently, we will gain
experience with applying an analytic technique commonly
termed “decision analysis”. Using the graphical devise of
decision trees and simple arithmetic operations, this techni
que allows the practitioner to decompose problems into their
component parts and to usefully organize available informa
tion. The decision analysis technique fully accommodates
our uncertainty about the future, the tenativeness of our
knowledge, and the difficulty of quantifying outcomes.
The Lab. Associated with this seminar is a microcomputer
lab The lab sessions will be from 6:30 to 9:30 on Tuesday
evenings. The lab has been included with this course for
two principal reasons. The obvious reason is to provide you
with microcomputers to assist in the numerical solution to
decision analysis problem. The other, more general reason,
is to provide you with an opportunity to become acquainted
with the use of microcomputers for a range of tasks. Thus,
the lab will provide an opportunity to become familiar with
a number of different software packages.
SESSION 1 Sept. 27 Tues and Thurs 12:30 - 13:50 TLN 7162
LAB I Sept. 27 Tues 18:30 - 21:20 TLN 7163
For information or registration
call the Continuation Center,
686-4231
Tape duplication
instant cassette copies!
Quality stereo or monaural duplication.
Check the prices today at your
Bookstore.
Quality Commission to approve a
variance to allow Brand S to
operate outside state pollution
limits through November 1984.
State rules for smokestacks limit
emissions to no more than 10 per
cent opacity on the average, with
temporary increases allowed up to
20 percent opacity.
That standard means plant
operators must prevent smoke
emissions from becoming dense
enough to block, on the average,
more than 10 percent of the light.
Smoke from the plant has pro
voked complaints from nearby
residents.
David St. Louis, assistant
manager of the DEQ Salem
regional office, said recent
readings have shown average
opacities up to 36 percent at the
plant, with occasional readings as
high as 45 percent.
The plant's emissions cause a
general blue haze in an area west
of Corvallis that is bounded by a
range of low hills, trapping the
pollution, Young said in a report
to the EQC.
Now Pietro's has a Big Deal on a hearty pizza meal. Mountains of 4
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Where you go for the Pizza.
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Cash value 1/20 of 1C. Offer expires Oct 15, 1983 ^Cash value 1/20 of 1C. Offer explresOctJ5. MU ■
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Eugene 1
4006 Franklin Blvd.
746-8245 or 746-4415.