Redbook tries to break the matronly mold
Article Abstract:
Redbook, named in 1903 for the color that means happiness, is redefining its audience and Lotas, Minard, Patton, McGiver has created an ad campaign to tout it. The first new ad campaign since 1982, this one will be in print and on New York phone kiosks. The $1.7 million campaign needs to boost readership to or above the levels of competitors like McCall's, Family Circle and Better Homes & Gardens.
Comment:
New ad campaign and new thrust for young married women in April issue
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 1999
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Hard campaigners: some firms shrug off war, start spiffy ads; car makers, travel industry and PepsiCo make plans; a consultant urges action
Article Abstract:
Despite the war in Iraq, marketers are pursuing elaborate and more creative advertising campaigns for their products. PepsiCo., along with car makers and the travel industry are all planning new campaigns.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 2003
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Ad industry converges on Big Easy; war, economy cast pall over annual convention; trying to stay sanguine
Article Abstract:
Organizers expect lower attendance at this year's American Association of Advertising Agencies in New Orleans, due to the industry's continuing slump, now exacerbated by the U.S. war against Iraq.
Publication Name: The Wall Street Journal Western Edition
Subject: Business, general
ISSN: 0193-2241
Year: 2003
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