Acura and Ketchum

Article Abstract:

Ketchum Advertising of San Francisco has won the Acura account (Honda's new luxury car, with European styling and performance). Honda will spend $20 million launching the advertising campaign for Acura. In gaining the Acura account, Ketchum had to agree to open an office in Los Angeles. Ketchum's chairman Williams Genge pledged to buy the first 20 Acuras available for purchase in the U.S., whether his agency received the account or not. Ketchum attributes its winning the account to its superior abilities in the areas of strategic positioning, consumer understanding, creativity in media advertising, its full-service approach to account management, and its willingness to perform collateral responsibilities.

Services, Automobile industry, Advertising campaigns, American Honda Motor Company Inc. Acura, Ketchum Advertising/New York

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Name your game

Article Abstract:

Sports attendance in the U.S. grew by 50 percent from 1975 to 1985, and marketers are taking advantage of the popularity of sports to bring their advertising messages to the public. It is estimated that over $1 billion will be spent by 2,100 major corporations on special sports events in 1986. Some companies even create the events, such as the Virginia Slims Tennis Tournament, Winston Nascar racing, and the Marlboro Cup, but even small companies can benefit from sponsorship. Most companies view sports sponsorship as a method of exposure rather than expecting any tangible sales increases directly related to the events.

Usage, Marketing, Sports sponsorship, Sports

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Bert, Barz and Bedlam

Article Abstract:

Bert, Barz and Kirby is a three-man Los Angeles-based radio advertising team that produces advertisements for more than 280 clients. Known as a 'one stop shop', Bert, Barz and Kirby (founded by Bert Berdis, Alan Barzman and Jim Kirby) conceives, writes, performs and produces each one of its radio advertisements. Most of the ads created by the radio-specialty advertising firm are quite humorous, and several examples are cited.

Management, Case studies, California, Radio advertising, Entrepreneurship, company profile, Los Angeles, Berdis, Bert, Barzman, Alan, Kirby, Jim, Bert, Barz and Kirby

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