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QUAKER STATE CONSOLIDATES ALL ADVERTISING WITH CHIAT/DAY

 OIL CITY, Pa., Jan. 4 /PRNewswire/ -- Quaker State Corporation plans to consolidate all of its lubricant product and services advertising with Chiat/Day advertising agency, Venice, Calif., effective April 5, 1994. Since 1989 Chiat/Day has been the advertising agency for Quaker State's Salt Lake City-based fast lube subsidiary, Quaker State Minit- Lube, Inc.
 The corporation's motor oil advertising account has been with Grey Advertising, New York, since 1986. Subsidiaries of Grey will continue to handle collateral marketing assignments. These include Beaumont Bennett for sales promotion materials, Font & Vaamonde, Inc., for Hispanic advertising and Local Marketing Corporation for special promotions.
 In 1993, fast lube advertising billings placed by Chiat/Day totaled about $8 million. For the same period, Quaker State motor oil product advertising billings totaled approximately $17 million.
 Herbert M. Baum, chairman and chief executive officer of Quaker State Corporation, said, "This consolidation will ensure that all of our advertising works together for maximum impact in both the installed do-it-for-me market and the packaged do-it-yourself market. It reflects the increasingly close cooperation that is taking place between our motor oil marketing division and our fast lube operations which are changing their name to Q Lube and acquiring the green and gold colors of Quaker State."
 In two test markets, sales volumes at stores converted to Q Lube increased 23% over the previous year.
 "Chiat/Day created powerful new brand advertising for Q Lube and supported their effort with extensive, on-going, meaningful market research. They have developed a good understanding of the lubricant market, and they will have a new advertising campaign on the air to meet our 1994 media commitments," Baum added.
 Quaker State Corporation (NYSE: KSF) is principally a producer of branded motor oil and lubricants and a marketer of products and services in the automotive aftermarket. Subsidiaries provide efficient and inexpensive fast lube services, produce crude oil and natural gas, manufacture safety lighting equipment for cars and trucks, and market credit life and indemnity insurance policies chiefly through auto dealers.
 -0- 1/4/94
 /CONTACT: Robert Cohen, executive vice president-marketing of Quaker State, 814-676-7859/
 (KSF)


CO: Quaker State Corporation; Chiat/Day ST: Pennsylvania IN: OIL ADV SU:

LG -- NY026 -- 8873 01/04/94 11:40 EST
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Publication:PR Newswire
Date:Jan 4, 1994
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