Cramer's 'Stop Trading!': Unilever's Ads Add Up

NEW YORK (TheStreet) -- Unilever (UL) (UN) "had the best quarter of all packaged goods," said Jim Cramer on CNBC's "Stop Trading!" segment on Monday.

The reason he sited for the company's relatively strong performance was that it "flooded all media" with advertising, "spending like mad." Companies that "pulled back ... didn't do as well as Unilever," he said.

Those wondering how to play the recent exodus of advertisers from Glenn Beck's Fox News show following a comment some interpreted as racist "ought to take their cue from Unilever," said Cramer.

As for Fox News parent company News Corp. (NWS), he called the company's quarter "spectacular" and "amazing." "Fox News was the big driver in the News Corp. quarter," he said, but advertisers have shifted their money from Beck's show to other shows, so "you shouldn't be selling News Corp. on that."

Turning his attention to the high volume in stocks such as AIG (AIG), Citigroup (C) and Fannie Mae (FNM), Cramer said they "all tend to be retail names." He said Knight Capital (NITE), which he called "fabulous" and "a really well-run company," is a "pure play" on retail coming back.

And royalty trusts such as Permian Basin Royalty Trust (PBT) are a "pure play on oil going up," Cramer said, recommending them as IRA investments.

-- Written by Rebecca Corvino in New York.