| Show i 16D The Salt Lake Tribune Sunday October 14 1990 Ad Scene Honda Stops Attackers With Humor By Jeffry Scott Cox News Service When the Honda Accord became the car in America last year it came under attack from all sorts of comparative ads from Chrysler Mazda Mitsubishi and Ford But instead of striking back Honda's answer is a kind of "so what?" Carrying on with the gentle humor that has marked its advertising for years (created by Los Angeles agency Rubin Postaer and Associates) Honda has rolled out a television ad that shows a Honda Accord with arrows flying by it "The Accord from Honda" says actor Jack Lemmon as one arrow after another misses "Once again it's what the competition is shooting Salt Lake Board o Realtors President Finds Time to Saltot 0 - - '" - It's hard to imagine Georgia Ball ever finding time to slow down But put a stiff wind at her back and a calm sea to sail and she's a relaxed r""--""- skipper But in between piloting a - ' best-sellin- g 044 ) '"'''' '44 ) t i ' '"44' ' 1 't — last shot misses by a mile Lemmon adds a dry kicker: "Nice shot" A similar print ad for the As the ' r' A four-do- road" Nipping the Bud strengthening" That strength has continued and sales figures through the board's Multiple Listing Service for July shows a jump of more than 45 per- - As cigarettes have become an inhabit so have creasingly blue-colltheir ads — and brands The newest brand is Bucks a discount macho brand aimed at Camel smokers and introduced nationally last week by No 1 cigarette-selle- r Philip Morris PM is spending about $20 million to introduce the smoke using slogans ("Buck the system" and "Beat inflation — buy a Buck") that emphasize the lower price :By using masculine imagery the company hopes Bucks will appeal to macho smokers who can't afford e cigarettes That way PM won't have to discount Marlboro :ILL Reynolds Tobacco Co has embarked on a similar strategy with its Magna brand which started as a discount cigarette Recently RJR has been running Magna ads showing tough guys leaning on the hoods of hot rods under the headline "Magnatude" smokes which sometimes sell for half the price of premium brands now make up 18 percent of the $36 billion US cigarette full-pric- "sub-generi- Sub-gener- 4 ? 1' ' k - i oe'''''''''''''- - I r''' cent from July 1989 Year to date sale for the first seven months of the year are up almost 1912 percent from 1989 and Ms Ball thinks the market will continue to strengthen The daughter of a military career officer Ms Ball was born in Texas and bounced around the country while growing up finishing high school in Pocatello Idaho Graduat- ing from Idaho State University with a degree in education she taught four years in Idaho before moving to Salt Lake City in 1964 where she taught at East High for two years and then took a position at the University of Utah teaching personal resource 7 14---- -- A I ' r 1::4: ' ' "' ' ' ii- -- i :I gicj N‘'3i ' V s Macho Smokes — r i $30 million advertising campaign to promote re- sponsible drinking hits home with a new network ad featuring two young children playing dress up in imitation of their parents The point is that parents are role models for chil- dren's future drinking habits The company also is distributing a pamphlet: "How to talk to your kids about drinking A parents guide" It is' available by calling toll-fre- e Anheuser-Busch'- - th for" Honda Civic shows a man's open wallet with pictures of his children and his Honda headlined: "Pride and Joy" 'We felt we had to answer but In Honda's own way" says account director Steve Woo !ford "We will never do comparative ads that's not our style We prefer to take the high three- sailboat on exotic seas comes the task of earning a living and Ms Ball is a whirlwind of activi- ty on the job Her term as 1989-9- 0 president of the Salt Lake Board of Realtors is a stint because the board changed the term last year from fis- cal year to calendar year The 1989 residential selling year was the worst year for sales of the decade But when she took over the reins from Scott Webber last fall "the market was just beginning to have a sense the economy was 22 AgittOte$41004 —Tribune Stott Photo by Pout Froughton She began selling management This year's Salt Lake Board of Realtors President Georgia Ball puts in a full work day but still finds time to sail homes in 1972 after receiving her real estate license as part of her teaching plans "It's been a productive year By 1976 working two jobs took its toll She took a leave of absence from into real teaching and went full-tim- e estate Ms Ball was one of nine women who left a large brokerage in 1984 to form The Ramsey Group She is the firm's broker Ms Ball came well prepared for her position as president She was named the Salt Lake board's "Sales- honor man of the Year" a one-tim- e in 1976 and is a charter lifetime member of the board's Million Dol- lar Club Daughter Julie just graduated from the University of California Santa Barbara and has moved to France while son Jason is a student at the U of U The petite bubbly Realtor admits to being "optimistic by nature" and "We started 1990 in a market more favorable than any since the mid- - One of Ms Ball's remaining goals"' as president is the formation of th Dispute Resolution System a first-step for Realtors and clients to solve problems through mediation — before going through the court sys-tem Ms Ball gives a lot of credit tofu committee members who have fol-- v lowed through on assignments "You"ro don't do anything alone" she said AShe also presented Nick Seott long-tim- e executive director of thea Salt Lake Board with "The Presi-- 9 dent's Award" given annually tot someone who has worked hard to' vI promote and improve the industry Rea and estate real agent "Every l tor has the same tools to work with : de-ii she said "The difference is the gree of service an agent is willing to A give "The more service we give to the-- ) public the more professional our im-i- ii age becomes You can't give tool much service" she said "It's critical' )'ft to the business" Realtors also benefit from whatA they give back to the community she vl said "The grass roots education of the public is one of the functions of the — board of Realtors" she said To that end she points to the'--I board's financial assistance to the-Utah Economic Opportunity Com-- 7 mission and the recent joint effort to place a slow income family into a- "-home a also continued pro-The board gram to provide the homeless with hot meal at Dee's Family Restaurant New Year's Day along with collect ing food for the community foo4 A NIA '70s" Another result of the area's im- proving economy is the increase in membership which is at 2200 corn- Pared to 1985 last year The board's at membership peaked in 1978-7- 9 4175 And she sees the economy and peo- P les attitudes continuing to im- - prove she said "The Olympic bid has a great deal to do with that change" she said "The fact the USOC chose Salt Lake City as a contender immensely im- Proved attitudes about our city and about the viability of the economy" she said "Not being from here I think I have a great objectivity in how won- derful it is here she said "People who were renting are now buying" she noted "and we're get-ting industries moving people here" f bank during "American Home 4 Week" last spring Crude Goes Through Many Steps Before Becomilig Gas is has a vacuum at the top and takes out portions of the oil that were too heavy to be collected the first time out After that stage the refiner is left with even heavier portions of the oil barrel that need to be broken up before they are used "You keep working it down until you can get it into gasoline" Williams said "The heavier the crude the more of this you have to do Not all refiners can do all of these oil industry's trade group in Wash- ington "After you break it up into various gasoline and diesel and stuff you've rearranged the molecules It's just rearranged differently You're just changing the chemical makeup of the crude oil to make it more us- By Dirk Beveridge AP Business Writer NEW YORK — As the wildly swinging price of a barrel of crude oil grabs headlines and stirs fears of higher inflation some folks might wonder: Just what is a barrel of oil? Physically it's the unit by which oil is sold a relic of early days in the industry when drillers filled barrels with crude oil Nowadays however oil is bought and sold in amounts equivalent to thousands of barrels Crude oil is as it sounds a raw unrefined version of the century's most important fossil fuel Before oil is used by businesses or consumers as gasoline or other products it is refined That is a process of cooking and distilling that actually turns the 42 gallons of crude into a little more than 44 gallons of petroleum products even though nothing able" The 203 gallons that appear through the molecular shuffling is known as the "processing gain" The refining is done in stages with the first step occurring as crude oil is heated at the bottom of a "distillation tower" The oil turns to gas and rises with various portions of the barrel condensing into liquids at different heights of the tower At certain points of the tower the refinery equipment collects the liquids that can be blended into gasoline At other levels of the tower come portions of the oil that can be used in diesel and kerosene What's left over at the bottom is then put through a similar tower that added "You do get more product than the crude" said Jim Williams of the American Petroleum Institute the things" The different steps that must be taken with different barrels of oil are necessary because all oil is not created equal Crudes range from light sweet the most desirable blend to heavy sour the least desirable A crude's "sweetness" measures or its sulfur content "sweet" oil is easier to convert into fuels that meet US environmental standards Heavy "sour" has lots of sulfur and takes more refining before it can be used as fuel One of the board's strengths is the' code of tthics its members adhere to and the continuing education oppor4' tunities VI "The educational opportunitiesA help buyers and sellers as well ast the industry" she help us fine-tun- e said I Heading the association takes a lot of time and work Besides serving ai the broker for the Ramsey Group7 Ms Ball has to actively sell and list0 properties to earn a living An avid reader she makes time to pursue her desire to travel FiveA years ago she became an avid sailorsJ and has piloted charter boats in the Caribbean and Tahiti When the refining is done a little less than half of the barrel 1950 gal- Ions has been converted into fin- ished motor gasoline statistics from the federal Energy Information Ad- ministration show The other products from a barrel are: distillate fuel oil 861 gallons jet fuel 420 gallons residual fuel oil 277 gallons petroleum coke 160 gallons asphalt and road oil 139 gallons liquified gases 143 gallons petrochemical feedstocks 122 gallons kerosene 025 gallon finished aviation gasoline 008 gal- Ion and miscellaneous 298 gallons ENGINEERS 120m far" she said SCHEDULERS DESIGNERS Low-sulf- 71 TMED 3 OF BEIFIG RETIRED? 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