Integrated marketing campaign generates brand awareness
Article Abstract:
New Zealand-based newspaper The Dominion launched an integrated marketing campaign to increase its brand presence in Hawke's Bay, New Zealand. Entitled 'Good Morning Hawke's Bay,' the campaign used press, radio, direct mail and outdoor advertising to communicate the key message that the newspaper was Hawke's Bay's morning publication of choice. The campaign generated an extremely high brand awareness in the region. Subscriptions in the area have increased by 20%.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
Advantage card promotion reinforces brand awareness
Article Abstract:
Washington-based newspaper The Spokesman-Review partnered with another company to launch its Advantage Card promotion. The promotion aimed to improve retention and acquisition rates, reinforce brand awareness and provide added value to the newspaper's seven-day customers without incurring excessive costs. Advantage Card has been effective in acquiring new subscribers and converting weekend readers. It has also served as a helpful retention tool.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
User Contributions:
Comment about this article or add new information about this topic: