Heineken orchestrates Super Bowl play

Article Abstract:

Anheuser-Busch is the only beer that can advertise in Super Bowl television spots; Miller Brewing, however, has rights to do on-site marketing at the game in Miami; and Heineken premiered its new ad campaign two weeks before the big game in addition to buying time with Fox affiliates during the game. The Dutch brewer bought TV time in 21 U.S. markets on game day, rivaling the $20 million Anheuser-Busch will spend on Fox to be the exclusive beer advertiser nationally. Heineken's U.S. advertising budget for the whole year is to be $42 million.

Comment:

Brewer can't advertise nationally during Super Bowl game, but it can locally

Netherlands, Foreign operations, Breweries, Malt beverages, Marketing/Advertising Methods, Account Activity, Beer & Ale, Demographics, Advertising, Brewing industry, Super Bowl Game (Football), Beer, Heineken N.V.

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To sell 'The Book,' a hip, miltimillion-dollar ad blitz

Article Abstract:

A $7 million ad campaign is a record-high for one book title, in this case, The Bible, in a new translation from Tyndale Press in Illinois, and backed by Pat Robertson on his Christian Broadcasting Network. The network and the publisher hope to get 10 million people to buy the book. The $7 million is going into television ads, though not during CBS's Touched by an Angel, door-hangers with excerpts, CD-ROMs, calendars and a Website.

Book publishing, Book Publishers, New Electronic Marketing, Out-of-Home Advertising, Publishing industry, Bible (Sacred work), Christian Broadcasting Network, Tyndale Press

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