Arizona Republic from Phoenix, Arizona • Page 78

SUNDAY, JULY 13, 1986 THE ARIZONA REPUBLIC Ell Bank helping poor nations will meet in Florida in 1987 Judy Schriener net ministers and heads of their central banks to these meetings. The inaugural session will take place in the Miami Convention Center. About 3,000 people are expected, including bankers, business people and representatives of international organizations. In addition to the 28th annual meeting of the bank's board of governors, there will be the second annual meeting of the Inter-American Investment which makes loans to private enterprise rather than governments. Commercial that pokes fun at electricity is a natural gas starting in mid-July, according to Advertising Age.

Five hundred people will win $100 each for correctly guessing which of more than two REQUEST FOR PROPOSALS MINI GOLF A BATTING RANGE Maricopa Count)? requeiH propotalt to comtruct, maintain and operate a miniature golf coune and batting range at Paradise Valley Park. Proposals accepted until August 14, 1986. Contact Porks Director Bill Richwine, 3355 West Durango, Phoenix, AZ 65009 (602) 272-8871. FRESH ALASKAN HALIBUT COMMERCIAL POTENTIAL BUCKEYE, ARIZONA 160 acre section corner -Rainbow Highway 85 Priced to sel. William C.

Hudak Assoc. Call Jeff: 952-0004 MORTGAGES 1st-2nd-3rd RESIDENTAL-COMMERCIAl Refinance-Purchate 943-8800 THE MORTGAGE MARKET HAMILTON GROUP SECURITIES, INC. 263-9630 Member NASD-SIPC Stocks of Local Interest OLYMPIAN INVESTMENTS i. Offering The Following Land FOR SALE CASA GRANDE: 30 Acm, In MO Corridor Matlerplon On Vol Vislo ItvrJ. PRICE: $22,000 Acre.

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MOandMndSLPhoenli Chasse Real Estate Financial Group Kent Tower 100 W. Clarendon Suite 115. Phoenix (602) 2797733 oBaPfus" Phoenix, Az (602)437-4439 ANNUAL RATE 7.25 Special for The Republic The competition between natural gas and electricity is heating up, especially on the side of gas. Southwest Gas is blatantly tweaking the nose of its competition, electricity, in a television commercial airing now. In the commercial, a real-estate agent, played by actor Gino Con-forti, points out the features of a house, and those touring the house break into raucous laughter at the mention of it being all-electric, at which point the lights go out.

This commercial is the fifth since Southwest Gas came to town in 4984, and the style of each has been different even though all were created by the same advertising agency, E.B. Lane Associates. The soothing, "trust-me" voice of Mason Adams as narrator has provided the only continuity. Southwest Gas felt no particular need to create a unified look. William Laub, chief executive officer, explained.

"We need to respond to particular needs in the market, and we're still in that process," Laub said. The first commercial showed an Indian sandpainter artfully shaping the Southwest Gas logo. The second starred Jim Varney, playing "Ernest," the wide-mouthed hick who has gained national prominence with his one-sided conversations with "Vern." The third transformed a house and family from 75 years ago into a modern-day setting, complete with the latest gas appliances. The most recent had a cowboy rescuing a calf from freezing waters in the snowy wilderness. "Most people couldn't quite relate to that," Laub said.

"It was a little bit too subtle maybe." No more. Now that the company has been introduced, has instilled the idea that it is concerned about safety and has conveyed the notion that gas appliances are not remnants of past times, Southwest Gas is fighting product to product with electricity. For that it needs to be more aggressive. Its underdog status demands even more that it toss subtlety to the wind. Even so, the current commercial, dubbed "Laughers," ran in Nevada, where Southwest Gas is based, before the decision was made to air it in Arizona.

Laub expressed concern about offending Keith Tur-ley, chief executive officer of Arizona Public Service the electric utility that sold the natural-gas operation to Southwest Gas. "You have to be careful when you're dancing with a gorilla," Laub joked, referring to APS. His reservations couldn't have been too serious. After all, the commercial is on the air. "Mikey," whose main challenger in the finicky-eater category is Morris the cat, is growing up.

He has been seen as a 3-year-old in television commercials for Quaker Oate' Life cereal for 15 years, and now, after graduating from high school last month, he's headed for retirement. He is going out in style, though. A "Where's Mikey?" promotion is dozen youths on the redesigned cereal box is Mikey. After Mikey, whose real name is John Gilchrist, is identified, a new campaign created by BBDO Inter national will break in the fall. No, the two guys in the Bartles Jaymes wine-cooler commercials are not really Frank Bartles and Ed Jaymes.

Nor are they the Gallo brothers, even though the cooler is a product of the Gallo Winery, based in Modesto, Calif. Frank Bartles, the talkative one, is really Dave Rufkahr, a farmer from a small town near Bend, according to Advertising Age. The mum Ed Jaymes in real life is Richard Maugg, a real-estate devel oper in Santa Rosa, Calif. Gallo and agency Hal Riney and Partners in San Francisco have been closed-mouthed about the campaign and its characters from the start to make the effort as believable as possible. It's working: Bartles Jaymes was introduced a year ago and is already the No.

2 cooler in the category after California Cooler. Hutelmyer Lavidge has been awarded the Registry Resort ac count after an agency review. The resort plans to spend $300,000 to $400,000 annually. A new account at Lamar Owens Partners Advertising is Village Greens, a multilocation project of Scottsdale-based developers. John Nelson, formerly a self-employed graphic artist, has been named art director for the agency.

Mike Signorelli, formerly a consultant for the non-profit, federally funded organization Green Thumb, an employment service for senior citizens, has been appointed director of research for Research. Lamar Owens and Research both are divisions of Communications. Advertising has added Time Eternity Fashions to its client roster. James Leonard has been appointed director of broadcast for the Phoenix and Tucson offices of Tucson-based DuVal Advertising. He was previously broadcast producer for Taylor Advertising in Tucson.

Denise Dreiseszun Resnik, formerly director of marketing for Del E. Webb Realty Management Del E. Webb Commercial Properties and Del E. Webb Investr ment Properties, has opened Denise Resnik Associates a public-relations and marketing-services firm geared toward real-estate companies. Clients include BetaWest Properties, ASU Research Park, the Skinner Financial Group and Per-kinson Smith Tominac Inc.

Address is 6245 N. 24th Parkway, Suite 2002. Schader Advertising has moved to new offices at 902 W. McDowell. Judy Schriener is a Phoenix-based writer specializing in marketing and advertising.

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