Sweepstakes giant turns to 'Ed's Head'

Article Abstract:

Ed McMahon will launch a new campaign by unveiling a billboard of his face in Times Square called 'Ed's Head.' American Family Publishers has enlisted Ed again to kick off its $12 million ad campaign that will also include television, radio, Internet and print promotions. The promotion creative work was done by an ad agency for the first time in an attempt to boost magazine subscriptions that have suffered due to the bad image of sweepstakes in recent years. 'Look for Ed's Head,' the work of Interpublic Group's McCann-Erickson, is a softer sell than in the past.

Comment:

Ed McMahon's face is hoped to boost magazine subscription sales in a new sweepstakes

Periodicals, Periodical Publishers, New Electronic Marketing, Campaign Launched, Self Promotion, Spokesperson, Consumer Attitudes, Periodical publishing, Sweepstakes, American Family Publishers, McCann-Erickson Inc.

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Methodists fill pews with TV campaign

Article Abstract:

The United Methodist Church committed to a 4-year $20 million ad campaign that began with television ads a week before the September 11th events. The church and its agency, Buntin Group, quickly redid the first ad to fit the changed circumstances. They are also readying a new ad in the event of other attacks or a declaration of war. Methodist Church attendance has more than doubled since September 11th. Eventually the campaign will include direct mail, newspapers, billboards, radio and bus-stops.

Social Cause Advocacy, Religious organizations, Direct Marketing, Protestant Organizations, Influence, Terrorism, World Trade Center and Pentagon Attacks, 2001, Christian organizations, Protestantism, United Methodist Church, Buntin Group

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Tests lead Lowe's to revamp strategy

Article Abstract:

Lowe's home improvement stores used to send out 72-page ad circulars with a dozen products splashed all over the first page. After using the services of QualPro and multivariable testing, the new ad strategy is to quiet down the front page, reduce the book to no more than 48 pages, and put more into television advertising. To expand its business outside the Southeastern U.S., the company wanted to determine the best ad technique for reaching customers of its biggest competitor, Home Depot.

Comment:

Home-improvement chain to change its advertising look

Building Materials, Retail, Building Material and Supplies Dealers, Lumber and other building materials, Theory & Research, Geographic, Building materials industry, Chain stores, Dwellings, Lowe's Companies Inc., LOW, Remodeling and renovation, Home remodeling

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