e makers can no longer simply offer satisfied faces grinning over cups of steaming java. Coffee, like lifestyles, must be exotic and sophisticated. P&G's Folger's and Kraft General Food's Maxwell House have spent bundles not only to keep their jingles alive but to show that they fit into a thirty something mindset awash with babies, careers and an amateurs appreciation for those fresh-roasted grounds. Ironically, the most efficient performers were two Nestle brands that don't offer the fresh-ground variety: Nescafe and Taster's Choice. Both reduced their spending and increased their efficiency dramatically. For Taster's Choice, the trick may have been its allusions to elegance: "Is this one too good for your guests? A handsome neighbor asks a well-coiffed hostess who's looking to borrow some coffee. Nescafe evokes the exotic with scenes of tropical splendor. Hills Brothers, which kept both spending and efficiency relatively static, goes even further, taking viewers on a jungle expedition filled with toucans and rain forest haze, all to the strains of melodies familiar to fans of Paul Simon.To improve the selling of consumer goods companies are reevaluating their advertising techniques and promotions. Online advertising revenue grew 66 percent between the first and second quarters of this year, with significant gains made in the consumer-goods business. Those are among the findings of a report based on a survey of major advertising sites that the Internet Advertising Bureau released last week. The study, conducted by Coopers & Lybrand's New Media Group, found that total spending rose to $214.4 million in the quarter ended June 30, up from $129.5 million in the March quarter. "These are the strongest results we've seen yet," said Rich LeFurgy, chairman of the IAB and senior vice president of advertising for ESPN/ABCNews Internet. The advertising bureau is a trade group whose primary members are sites that are ad-supported. The bureau's...
