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HOOVER'S LARGEST ADVERTISING INVESTMENT EVER WILL CONTINUE BUILDING BRAND RECOGNITION

 NORTH CANTON, Ohio, April 5 /PRNewswire/ -- Music is a powerful medium for stirring the emotions. With a compelling melody and memorable lyrics, the newest Hoover television commercials are sure to tug at the heartstrings and linger in the minds of American consumers.
 The 15- and 30-second spots, which will begin airing the week of April 12, represent brand building advertising at its best. Using the theme "Nobody does it like you" to pay tribute to the longevity and wide recognition of the Hoover name, the commercials combine a catchy soundtrack with memorable images from past Hoover commercials.
 Viewers will see a video montage of trusty Hoover products at work, including the Dubl-Duty wet/dry hand vac cleaning up a spill from a fishbowl ... the Spectrum canister nozzle picking up a brick ... the Elite II cleaner with attached tools helping little Anna Dertz vacuum her doll house ... a self-propelled PowerMAX upright gliding past a stuffy butler.
 The point is not only to capture viewers' attention but to jog their memories, encouraging them to call to mind the fact that Hoover is an American institution that has been an important helpmate in the home for more than eight decades.
 "Hoover is not just a vacuum cleaner or a collection of nuts and bolts, it's a part of peoples' lives," said Hoover marketing vice president Dave Gault. "Their mother or grandmother had one, and that evokes a sense of loyalty to the brand.
 "With the lyrics, 'Nobody does it like you,' we're getting our message across with emotion, appealing straight to the consumer's heart."
 As the commercials show Hoover cleaners demonstrating a variety of features such as attached tools, a far-reaching hose, and a hard-working brush roll, the words "energy efficient" and "deep cleaning" are superimposed across the image to get across the company message: "Nobody gets the dirt like Hoover. Nobody." That message is also the tagline for the spots.
 To enhance television's powerful visual message, a series of weekend network radio spots has been prepared which uses the same musical soundtrack, but which adds a humorous twist to each segment.
 TV spots will air Wednesdays through Fridays on early evening network news, late local news and prime-time network newsbreaks, in addition to cable channels including A & E, CNN, Discovery, TBS and The Family Channel.
 The campaign, developed by Tatham Euro RSCG, represents the largest advertising expenditure in Hoover history -- more than double last year's advertising dollars.
 -0- 4/5/93
 /CONTACT: Lynne S. Dragomier of The Hoover Company, 216-499-9200/


CO: The Hoover Company ST: Ohio IN: HOU ADV SU:

DA -- CL001 -- 2898 04/05/93 09:15 EDT
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Date:Apr 5, 1993
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