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Tenneco Automotive Wins Prestigious Advertising Awards

29 June 1998

Tenneco Automotive Wins Prestigious Advertising Awards

    LAKE FOREST, Ill., June 26 -- Tenneco Automotive has been
awarded national honors for creative achievement for its 1997 Monroe(R)
Sensa-Trac(R) shock absorber advertising campaign.  The television campaign
for the Monroe Sensa-Trac shock absorber, "Making the Road A Safer Place," won
a silver EFFIE(R) in the Automotive Aftermarket Products and Services
category.  In addition, the company's successful four-color trade
advertisement, "Monroe Margin of Safety," recently received the Bronze Medal
for Automobile Aftermarket Global Design in the print advertising category.
    "This is Tenneco Automotive's first EFFIE Award.  It's a powerful win that
has given us leverage -- placing us in a category with some of today's most
impressive, long-standing brands," said Vickie Lehar, Tenneco Automotive's
Monroe brand manager.  "The EFFIE Awards are a true measurement of an
advertising campaign's effectiveness, especially its ability to increase
sales."
    Worn shock absorbers, just like tires and brakes, directly affect the
safety of a vehicle, but many consumers believe that shock absorbers simply
smooth out a vehicle's ride.  Tenneco Automotive changed this perception and
positioned Monroe Sensa-Trac as the best shock and strut to improve any
vehicle's safety.  The advertising also included the recommendation that shock
and strut inspections be conducted every 12,000 miles.
    The advertising campaign, which was the most extensive of its kind ever
initiated by Tenneco Automotive, provided impressive results: Sales increased
30 percent and Monroe Sensa-Trac market share rose 32 percent in 1997 versus
the previous year's performance.  Receiving the nationally acclaimed EFFIE
Award is a milestone achievement for the world's leading manufacturer of ride
control and exhaust products.  It also symbolizes the 25-year partnership
between the J. Walter Thompson Advertising Agency/Detroit and Tenneco
Automotive in the creation, management and building of a brand.
    The EFFIE Awards, recognized as the preeminent award by agencies and
advertisers in the advertising industry, were introduced by the New York
American Marketing Association in 1968.  Winning an EFFIE is about meeting a
challenge and succeeding.  Campaigns need to successfully combine all the key
disciplines that produce an effective marketing program: brand, program and
product management.
    The Fourth Annual Automotive Aftermarket Global Design Awards competition,
where Monroe also won a Bronze medal, recognizes the best promotions,
merchandising/displays, packaging, advertising and brand logotypes.  This
year's winning entries are also featured in the June issue of Aftermarket
Business.
    Tenneco Automotive, headquartered in Lake Forest, Illinois, manufactures
the world's leading ride control and exhaust products, including Walker(R)
exhaust, Monroe(R) ride control, DynoMax performance exhaust and Rancho(R)
suspension.  The company, with 1997 revenues of more than $3 billion, operates
73 facilities in 22 countries in North America, Europe, Africa, South America,
Australia and the Asia-Pacific region.  Its parent company, Tenneco
is a global manufacturing company based in Greenwich, Connecticut
with revenues of more than $7 billion.