News Scrapbook 1989

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Publisher champions variety in advertising the product sal , be said. Choosing case tudie to illustrate, Hoke gave these illustrations:

On marketing Rod Riggs ates a single retail store in New York City, appeared in the New York Times each Tuesday and Thursday with nine ads keyed to in-store events. The ads included an BOO-num- ber to call for reservations. "This alone brought in 40 to 50 people each week," Hoke said. Once in the store, visitors were urged to sign a guest book - creating the data base which was the goal of the campaign - and were assigned to a salesperson for fol!owup. Steinway now has pro- duced program kits for its dealers nationwide, Hoke said. • Mary Kay Cosmetics got cus- tomer lists from its 200 sales repre- sentatives and sent four mail pieces

offering a premium with current or- ders. "This got an unbelievable 33 percent return," Hoke said. The com- pany, stabilizing its mailing list at 5 million names, expects to build value on a mix of 20 percent mail and 80 percent follow-up phone calls, be said. Hoke also cited a computer system and dat.. base used by Brady's menswear stores. Triple-threat course Certificates were awarded tQe first graduates of a course in profes- sional direct marketing sponsored jointly by Sao Diego State Universi- ty, the lh)iversity of San Diego and the club itself. "This may be the only course in the country involving a public uni- versity, a private university and the business community," said Peter Higgins, chairman of the club's edu- cation committee. "These people got

a whole lot of different stuff from a lot of different people." Certified as direct marketing pro- f~ ionals after completing four six-

• The 1,100-store A&P grocery chain sought customer names and addre es for a data base. A new tore opening justified a 73,000-piece mailing. Agift promise bought 10,000 people to the opening. As mailpieces were verified for the gift, A&P creat- d an instant list of 10,000 customers, he said. • Australia's Mercedes automo- bile dealers pent $1.5 million for a televi ion campaign, followed with 30,000 mailer offering a free video about the cars. The mail offer drew 7,844 requests, Hoke said. Urged to call a local dealer for a test drive, "500 did, and 93 bought cars at $100,000 each," he claimed. "That's a $9.3 million return on a $1.5 million rnvestment." • Steinway Pianos, which oper-

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: Advertising variety urged Publicity Co. for media promotion .. Beverly Hills-based City National Bank retarned Scaglione Marketing Communications . . Woodward- Clyde Con ultants office here went to Daum WeJgl for public relations. . Willie Buchanon with help from Stock/~lper &Associates ... Rocky Mountam Orthodontics, Denver and OMNIA-dent USA, Escondido will get a sales video from Proper Chan- nels and HVS Productions....

A USD graduate cheers at commencement yesterday Klein urges USD grads to help fight illiteracy By Susan Shroder Tribune Staff Writer friends to tutor those who can't read or write and "be a part of the crusade against illiteracy."

Seltzer Caplan Wilkins &McMahon et al, lawyers, retained Stoorza Zeigau ~etzger for a marketing communications program .. Ameri- can Home Equity got a seven-minute video from Spear/Hall which also did Santee·s Town Ce~ter project brochure.... Tb San Diego Padres· new televi- ion theme JS from Franklin & Asso- ciates . . . Prudential North County properties will promote new broker

The San Diego Arts Festival logo JS by ADC Stoorza creative director Craig_ Fuller . . cMillin Realty got its rune-week broadcast campaign from Franklin &Associates . . Mor- r_ison Homes ordered a public rela- tions plan from Pacific Gateway Group ... Air/Space America adver- tising will be by Don Driese & Asso- ciates . . . Computer Accessories Corp. awarded its $1.2 million ad ac- count to Phillips-Ramsey.

Herb Klein, editor in chief of Cop- ley Newspapers, urge~versity of San Djegn_graduates yes~~y to purfheir knowledge to use w1thm the community and help combat the "na- tional vulnerability" of illiteracy. Klein, who was awarded an honor- ary doctorate of humane letters from the independent Catholic institution, called literacy the "key to a thriving democracy." But a look at national statistics indicates we are "losing the battle" against the inability to read or write, he said. Statistics indicate that 60 million Americans - one in four - are func- tionally illiterate, he said. "Each of our illiterates fin~ it dif- ficult to reach life's goals in an age calling more and more for great skills and technical understanding," Klein said. In San Diego County, there are 350,000 people who read below ninth- grade level, most of them below the fourth-grade level, he said. Fifty-five percent of the county's welfare recipients cannot read prop- erly, and prison records show that 70 percent of inmates read at a third- grade level, if at al~ he said. "These statistics are startling, and they challenge the adequacy of the education system from which you are emerging brightly," Klein told the graduates during the outdoor cer- emony at USD's Torero Stadium. He stressed his "belief in personal involvement," calling it the gradu- ates' "vehicle into the future." Urging community participation, he said there are "untold opportuni- ti~r them, their parents and

Klein, former White House com- munications director for Richard Nixon, has a bachelor of arts degree in journalism from the University of Southern California. He spoke at the commencement ceremony for 820 undergraduates, telling them he worked his way through USC with menial jobs at Sears, Roebuck and Co. Earlier, commencement was held for 270 graduate students. Saturday, 365 students were graduated from the USO School of Law. In introducing·Klem,Sister Sally Furay, USD vice president and pro- vost, praised Klein for having car- ried out goals in his public and per- sonal life that the university is com- mitted to: fostering "freedom of inquiry and expression" and "reflec- tion and critical judgment on con- temporary social and moral issues." Klein joined Copley's Post-Advo- cate newspaper in Alhambra, Calif., as a copy boy in 1940. He was a com- munications and public relations of- ficer for the Navy during World War II, then returned to Alhambra and worked his way up to news editor. He joined Copley Newspapers in San Diego in 1950, working for The San Diego Union as editorial page writer and editor, associate editor and executive editor. He also served nine years as editor.

C Continued From B-1 d--/ S-- involving the Emperor ~o~s~ntine and his conversion to Chr1Stiaruty. It was their first cross burning, they said. "They were very cooperative, peaceful wholesome, clean-cut, 18- to 20-ye,{r olds,'' Wohl said. "But they didn't see where they were doing anything wrong, anything illegal. Their attitude was 'What have we ~one wrong?' " None of the students was arrested and no charges were filed, but the possibility has not been. ruled out, Wohl said. Charges could mclude set- ting off an incendiary device rn a na- ture reserve, being in a park after hours, and being off a trai~ the ranger said. Chief ranger Jim Van Schmus was to meet today with USD defill_of stu- dents Thomas Bur e to discuss the incident. Burke, who also is vice president of student affairs, said he has been told the cross burning is a longtime Sigma Chi ritual. However, he has been at USD far longer than the fra- ternity - which came to the campus five years ago - and he had never heard of the ritual before Saturday's incident. "All I can say is it will never hap- pen again, and if it does, (the fr~ter- nity) won't be around," Burke said. While apologizing yesterday for what he called the students' "insensi-

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tivity," he said he d~ not belie~e those involved had racJSt or satanic motivations. As part of the ritual, participants write a list of their faults and then toss the lists into the fire in a sort of cleansing process, the dean said. "We want to apologize to anyone who understands (Saturday's cross burning) to be anything other than a fraternity ritual and who is offend- ed," be said. Burke said he has yet to speak with the students involved, but will tell them that any fraternities or sororities involved in cross burnings in the future will be banned. Burke said he had been told the ritual was banned three years ago by the Sigma Chi national chapter in Evanston, Ill. Wohl said the last known cross burning at Torrey Pines occurred during a full moon in January. One of the rangers had seen several USO students in the area, but thought nothing of it at the time. The crosses found in the park be- fore Saturday's incident were all about 7 to 8 feet high, ranger Glen Omvig said. Besides the four near the bluff, four others were found south at dif- ferent canyon areas within the park, apparently set up by people who climbed up from the beach.

San Die€o, c-1,, Union (Circ. 0 ZJ 7,.324) (C,rr;. S. 339. 788)

Klein has been president of the USC alumni organization and a member of its board of trustees. He has served as a national officer for the Sigma Delta Chi journalism ety. / --~~-~-~-~--~-~-'---~

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USD Oass of '89 urged to 'stop and smell the roses' By Carmen ~a , ta rt Yi riler dents. So far, more than $15,000 has been collected.

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_.r::.!FRr:!!.l~DA~Y!..J.,.!:!A.,_,PR=l=L=-21~, 1_91 ~~12!:~~~:-~ ... t.ed Employees may think the t initiator is up to some th ing. • The change points a finger at h 's wrong The other fear ihat they're employees m Y • Fear of personal loss. (Moving f away from friends or even oss o In order to combat som of the~ problems, Hunsaker off'.ered six methods of overcommg the reasons _fo:. the change and how it will be imtiated is helpful. . • Participation and involve- ment. Form a committee to help with the change all the way through. • Facilitation and support. Be out there to support the employees during the change process. • Negotiation and agreement. Do some trade-offs with those who don't agree with the change. . • Manipulation and cooperation. Get the people involved in the change right up front; get them on your side. Create positive expecta- tions. . • Explicit and implicit coercion. If you know that something reall_y has to be changed and somebody is resisting, sometimes you need to insist that it is done. Hopeful!y somewhere down the road they will thank you for it. The one-hour seminars are pres- ented at 8 a.m. Friday in the Manchester Conference Center at USD by faculty members of_ t?e USD l)ool of BU&ipess Adm1ms tration. Next Friday's presentation will be on management ethics, pres- ented by Dr. James Evans. Cost is $15. someone w oa next. · I thejob). resistance to change: • More education and co~- munication. A short synopsis outlining the rus . .

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• People - "You can fire people d hire new people or you can try Values or perceptions of the people an I tt·tudes to change the cu tures, a i ' "Each of these t mgs is n ing to happen by itself. Achange m any one of these places affects P robably each of the other four According to Hunsaker, there are three phases of planned change. • Unfreezing_ "Give people the increased awareness that there are better alternatives." • Moving _ "Where we actually do the training or introduce the new technology•" • Refreezing _ "Where you re- d " ally reinforce those proce ures. Hunsaker offered some common reasons why people resist change in the workplace that managers should be aware of: . • The purpose of the change 1s · ted "Ex not clearly commumca • · plain things in a very straightfor- ward way." . • The people affected are not m- volved in the planning. • Group behavior patt.erns are ignored. (People who work well to- gether are separated or people are scheduled for work hours that don't suit them). • There is a personal fear of failure to master the new skills, for example, fear of the new personal computer. · . • Work pressure is excessive and planning is insufficient. (The employees don't have time to learn the new systems or plans). • The present situation was satisfactory. ("If it's not broken, don't fix it.") . - variables," he said. working there." h. · ot go

Herbert G Klein, editor-in-chief of Copley Newspapers, who received an honorary doctor of humane letters degree, also encour- aged the students to get involved in volunteerism, particularly in the fight against illiteracy. __ ''There are untold opportun1t1es for educated volunteers such as you or your parents and friends here to help tutor and to be a part of the crusade against illiteracy," said . Kltin, who at one time served as a press secretary for former Presi- dent Richard Nixon. "You might ask, Can one person help? You can. I like the old saying: 'It is better to light a single candle than to curse at the dark,' '' Klein said. Students, for the most part, seem relieved that the years of cramm- ing for tests and writing reports IS over. Sam Attisha, 21, Associated Stu- dents president and one of two winners of the Alcala Leadership Award, said he is taking the sum- mer off to travel in Europe, Africa and the Middle East. "After four years of hard work, you need hard play," he aid. Once he returns, he plans to look for a job and continue community activities, including volunteer work. Another student, Suzanne Thtebach, 21, 1d she planned to travel for veral months before re- • turning to the San Diego area to look for permanent employment. "It's important that we try to make the future," she said.

The first college graduates to receive diplomas here this year wer ward d their degrees during ceremonies at th U · rsit of San Diego at which they were encour- . a ed to torsaK?! matenalism, focus on the present and to practice vo- lunteer m. Valedictorian Colette Clark, whose father died of cancer 18 months ago, dehvered a somber messag to about 820 of her under- graduate classmates during the 39th commencement exercise at the hilltop campus. "We completely lose sight of what's happenln~ around us today," said Clark who had a 4.0 grade po nt aver;ge. "What we do with today IS Vitally important." Clark, who will soon begin her training In San Francisco as an ac- countant, adv1 d students to "stop and mell th ros ," something she learn to do once her father died. "I need to have more focus on the pre nt" Clark said. ''You can't enjoy the present If you let it slip by you for a dollar '' Mor than 9,000 spectators ap- pla uded the student a they received their diplomas, in what was one of thr parate ceremo- ni . Jn addition to the undergradu- ates, 365 I hool students were award d d grecs on Saturday and 270 graduate tud nts received de- Y terday morning Author Hugh , USD pr ident, con ratulat d the Cla of '89 for tablishmg a holarsh1p fund to provtd financial aid to future stu-

The San Diego Union/Jack Yon The mortar board makes this graduate easy to spot among the 820 who graduated.

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The San Diego Union/Jack Yon Could not C ontain her enthusiasm during graduation ceremonies.

one undergraduate