A moving promotion
Article Abstract:
The Messenger-Inquirer (MI), a local newspaper based in Owensboro, KY, was able to strengthen its bond with the community its serves through its coverage of the arrival of 'The Moving Wall.' The newspaper's coverage of the Moving Wall, a traveling replica of the Vietnam Veterans Memorial, also improved the sale of the newspaper. MI, through planning conducted six weeks prior to the event, was also able to demonstrate the importance of a newspaper in mobilizing a community to share a common experience.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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O Globo hits the ad target
Article Abstract:
O Globo, an INMA newspaper based in Rio de Janeiro, Brazil, adopts segmentation in its marketing campaign to provide advertisers the information about their target audience. The newspaper developed a product called O Globo Marketing Projects, which offers five categories, one titled 'Special Supplements.' The supplements, which featured discussion of various topics that associate to sections within the newspaper, are marketed via in-paper ads and direct mail.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1997
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