Executive Summary

DIAL ADVERTISING TOTALS $15 MIL. IN FIRST HALF, a large increase from the firm's past marketing expenditures, Chairman and CEO Malcolm Jozoff told securities analysts during a conference call July 23. The increased advertising budget compares to "two years ago when the company spent practically nothing in terms of advertising," he said. With its heightened marketing efforts, Dial is "demonstrating its commitment to rebuild the fundamental brand equity on this trademark," Jozoff added. The firm believes its advertising expenditures are "solid and worthwhile" and is likely to continue backing its product line at this level.