Archive for the category ‘Advertising’

Rolling With The ROM

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rwtrThe average number of discs bundled with OEM hardware has exploded from four to more than 10 CDs per computer) — corporate America hasn’t really caught on to the blazing potential of the technique. But all that is about to change, mostly because of the exciting abilities of hybrid disc technology to marry CDs with cyberspace.

“Although the Internet has basically taken over the dialogue about e-marketing, CDs still have a very powerful role to play,” argues Rettie, “especially with their ability to deliver heavy graphics. And with CDs, the marketer finds the customer, rather than the customer having to find the marketer on the Internet.”

Among the most aggressive users of CD-ROMs as marketing tools in the near-term will be publishers, who are making deals with disc technology companies on both coasts.

“We’ve trademarked a product called MAG-CD and

Retail Advertising Moving Toward Different Techniques

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ramtdMention retail advertising and most people think of crowded circulars or busy newspaper ads touting one-day sales with a laundry list of marked-down items.

But amid all the formidable spending, there are occasional bursts of real creativity. Witness Old Navy’s TV commercials that mix Carrie Donovan with Morgan Fairchild and the Smothers brothers. Or Target’s clever visual puns that depict household items as fashion, such as a $7.99 beaded car-seat worn as a dress with a $17.99 Gucci handbag knockoff.

Gap and sister company Old Navy Clothing Co. have been responsible for some of the most innovative retail advertising to come down the aisle in recent years. Both companies have

Campaigns Hit Or Miss At Recent Championship Game

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rcgPrint work was even better. We see a b&w photo of an age 7 or so Lilly wearing a soccer uniform, jack-o-lantern smile and tiny Adidas shoes. In the color panel opposite, she’s seen in all her full soccer glory. The ad really drives home the message that an athlete can graduate from a small town program to Olympic Gold and World Cup triumph. Grade: A+

Bud Light: The only ad the official beer of the 1999 WWC aired featured U.S. team captain Julie Foudy undergoing a physical exam. When the male doctor goes to test her patella reflex, Foudy kicks him so hard that he ends up imbedded in his office wall. Problem? I thought this was a Nike ad the first two times I saw it. C+

Coca-Cola: Field boards at stadium sites don’t a well-coordinated national marketing effort make, especially from Coke, which allots more money to sports sponsorship

Fragrance Sales Getting Weak

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fsgwSoftness in fragrance advertising crimped results at fashion and lifestyle magazines in the first half. Fashion pages contributed to many of the gains, but publishing executives said sluggish beauty business at retail kept the numbers down.

They are much more bullish about the second half, when a number of fragrance launches — notably Ralph Lauren’s Romance, Calvin Klein’s Contraction for Men, Estee Lauder’s Dazzling and Lancome’s O Oui — are expected to produce better figures.

As for the first half, In Style, Vanity Fair, Architectural Digest, Conde Nast House & Garden and W all enjoyed double-digit gains; Vogue and Cosmopolitan reported slight gains

Micron Took The Risk; Fell As A Result

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Micron Electronics, a direct seller of computer systems, is ready to raise brand awareness, and maybe raise a little hell in the process.

The Nampa, Idaho-based company, a distant third after Deli Computer Corp. and Gateway in direct selling of personal computers in the U.S., is known by savvy computer users for manufacturing powerful products with leading-edge technology and for winning prestigious industry awards. But overall brand awareness is virtually non-existent.

compaqSo Micron is in the midst of a radical repositioning, a rebuilding so significant that insiders are calling Micron a $2 billion start-up. Next month, it will unveil a new, more defined branding strategy.

Micron will target small and midsize businesses, including home businesses, as well as individuals, analysts say, rather than the Fortune 500 companies that are so well-served by Compaq Computer Corp., Houston; Dell, Round Rock,

Price Should Never Be The Number One Sell

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Yes, all advertisers encounter buyers who habitually make choices based solely on price, but these buyers are not for you. They’ re for your competitors who are willing to cut their price (and their profits) to make a few one-time customers happy.

* Are You Really Giving Enough Reasons to Buy?

psnbtnoI’ve heard many advertisers proudly say that their product or service is far superior to their competition because of “this and that,” and therefore they can’t afford to compete with them on price – the playing field isn’t level. Bravo! I’m happy to hear it. Then I preview their marketing material and they say very little about “this and that” and the playing field appears to be very level – from the buyer’s perspective. Do their buyers know that they are better? No. So far only the advertiser knows.