Want to be No. 1 in your industry and trade show? Team up with a celebrity

Article Abstract:

Truck-maker Kenworth Truck Co has engaged the popular country music group 'Alabama' for its advertising and public relations campaigns. Kenworth has leased three trucks to 'Alabama' for a minimal charge in return for the group's performance for children's charity. It also distributes for free limited edition tapes of 'Alabama's' music to truckers, and uses the group's photos in advertising the concert and marketing the tapes. The Kenworth-'Alabama' partnership, which was conceived by the advertising agency Borders Perrin & Norrander, has proven to be an effective marketing technique.

Entertainers & entertainment groups, Industrial trucks and tractors, Truck and bus bodies, Methods, Performances, Public relations, Endorsement advertising, Alabama (Music group), Kenworth Truck Co.

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Neil Selvin rides Apple success to CEO post at Global Village

Article Abstract:

Global Village Communications Inc, the communications company noted for its award-winning facsimile/modulate-demodulate unit products for theMacintosh, has a new president and CEO. Neil Selvin was the former director of marketing for Apple Computer's Portable Computing (Powerbook) division. The 39-year-old Selvin, who considers a company's customer base as a valuable asset, replaces interim president and CEO Charles Sutcliffe.

Telephone and telegraph apparatus, Communications Equipment, Human resource management, Telecommunications equipment industry, Appointments, resignations and dismissals, Selvin, Neil, Global Village Communication Inc.

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What marketers want from Clinton: wish lists refined as economic spirits rise

Article Abstract:

Marketing and high-technology executives express hope for their businesses in the victory of President-elect Bill Clinton. Most executives believe that the government should invest more in technological research and development across the country but should not dictate on these projects. They also wish that investment tax credits and research and development tax incentives will be part of Clinton's economic policy.

High technology industry, Economic aspects, Clinton, Bill, Cover Story, Economic policy, Marketing executives

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