A restructured and 'refreshed' Novell gets down to business

Article Abstract:

Orem, UT-based Novell Inc. has fashioned a new corporate image by launching a no-nonsense business-to-business campaign in summer 1997 with product-based ads. The company then changed its ads into a testimonial format that feature executives from fast- growing firms touting its products. Novell corporate marketing senior vice president John Slitz upholds the straight-talking set of advertisements that spoke directly to the business-technical decision-makers. Slitz added the new ads created by agency Young and Rubicam for a cost of $6 million to $7 million will help the company streamline its global advertising.

United States, Electronic Computer Manufacturing, Computers & Auxiliary Equip, Campaigns, Novell Inc.

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Dylex updates women's properties

Article Abstract:

Dylex Ltd., the Toronto, Canada-based owner of such chains as Fairweather and Braemar, is updating its women's wear group. The company will also come up at the end of August 1998, with a Web site to highlight everything from a selection of merchandise to store locations. For instance, Fairweather eyes in fall 1998, to place ads and a white ribbon in issues of Flare and Montreal, Canada-based Clin D'oeil to help promote its top charity, Men Against Men's Violence Against Women. fairweather will also push for a $1,000 shopping spree in Clin D'oeil and carry new in-store signing.

Marketing procedures, Marketing/Advertising Methods, Women's Clothing Stores, Women's Ready-to-Wear Stores, Dylex Ltd.

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RadioShack tries a corporate image sell

Article Abstract:

RadioShack is bringing its first television advertisement, created by Young & Rubicam Toronto to make the electronics chain more identified by its consumers, particularly those in the 19- to 50-year-old range. The "By the Pool" ad features good-looking people to catch the interest of viewers and although it does not discuss pricing, it shows RadioShack merchandise such as a computer laptop, cordless phone and radio headset. The ad as well as satellite TV and Christmas spots, will run until Christmas 1998.

Television, Demographics, Campaign Themes, Radio, Television, and Other Electronics Stores, Radio & TV Stores, RadioShack Corp., Consumer electronics stores

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