New vodka targets a jaded generation
Article Abstract:
PepsiCo Inc is marketing a new Russian import, Priviet vodka, and targeting it to people in their twenties. After a year-long test marketing of Priviet in Chicago, the vodka ranked number three among the brands of premium imported vodka, behind Stolichnaya and Absolut. Calet Hirsch and Spector Inc created an ad campaign aimed toward a generation that is hip to misleading exaggeration in advertising. The ads, which spoof supermarket tabloids, will not appear in college publications, in order to avoids claims of marketing to underage drinkers.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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A Buick-styled future for GM
Article Abstract:
The Buick Motor Div, which has devised a new and successful marketing strategy, set the pattern for the reinvigoration of General Motors Corp's other divisions. Buick has dropped its mass-marketing scheme of the middle 1980s in favor of target marketing. For Buick, target marketing means developing an image that says precisely what the product is and who its purchasers are. In 1991 Buick posted US sales-volume and market-share increases unsurpassed by any other domestic or import brand.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Mazda hitches its image to the RX-7
Article Abstract:
Mazda Motor of America Inc has launched a new $35 million advertising campaign for its redesigned, 1993 model of its RX-7 sports car. The advertising campaign, designed by Foot, Cone and Belding Communications Inc, celebrated the RX-7 as the return of the pure sports car and showcases automobiles from the heyday of the sports car, the '50's and '60's. Mazda expects that this advertising not only to promote the RX-7 but also to build Mazda's overall reputation.
Publication Name: Adweek's Marketing Week
Subject: Business
ISSN: 0892-8274
Year: 1992
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Comment about this article or add new information about this topic:
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