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A New Look for Maine

Article Abstract:

The Maine Office of Tourism has launched a TV and print campaign to improve the state's image after market research revealed that Maine was perceived as lacking in culture and heritage compared to the rest of New England. The new ads, created by Swardlick Marketing, emphasize such recreational activities as mountain biking, fly-fishing and rafting, targeting both the active youth market and a slightly older group seeking 'small-town charm' with antiques and wildlife. One print ad is already running in automobile publications, with two more planned that will appear in National Geographic Adventure, Yankee, The New York Times Magazine and other regional publications.

Marketing procedures, Administration of Economic Programs, Maine, Campaign Launched, Economic Programs-State, Economic policy, Travel, Swardlick Marketing

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1998 Proves It's Not Just About the Work

Article Abstract:

The debate continues in the advertising industry about the various roles of agency creative choices, the accountability of an agency, and the role of advertising in commercial success. The responsibilty of the client and marketing complexity need to be considered when evaluating the success of advertising. These issues were faced by the entire advertising industry through 1998, as many clients reviewed their ad campaigns and agencies, as well.

Agency Planning/Goals

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The Year of Living Large

Article Abstract:

The US advertising industry grew 7% during 1998, much better than the economy as a whole, which had a 4.7% growth rate. Advertising agencies were also able to keep costs in check with the low rate of inflation in the US. Industry observers are also forecasting a good year in 1999 at a 5.5% rate and wide margins, compared to an economic growth rate of 4% for the year.

Agency Financial Data, Finance

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