What's `Airtime That Can't Be Bought' Worth?
Article Abstract:
Howard, Merell and Partners won a free product-placement bonus when Jose Maria Olazabel took home his second Masters golf-tournament green jacket trophy in Apr 1999. The pro golfer endorses MacGregor products and wore a cap and used a golf bag with the MacGregor logo all weekend. Some media experts say the airtime was worth millions of dollars, but others note that the actual value is difficult to determine because TV viewers were not necessarily focusing on Olazabel's equipment. Sponsorship Information Service, which specializes in determining the exposure gained from product placements, pegged the exposure at $62,000.
Publication Name: ADWEEK Southeast
Subject: Business, regional
ISSN: 8756-6389
Year: 1999
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Siddall Attracts Another Mall
Article Abstract:
Siddall, Matus & Coughter has won advertising duties for Fair Oaks Mall in Fairfax, VA, its second shopping center account in two months. Neither Siddall nor the client will confirm the contract, but the agency was reportedly bidding against Barker Campbell Farly & Mansfield of Virginia Beach. Other agencies said they chose not to participate. Fair Oaks parent company Taubman is said to be considering giving the winner of the bid other assignments.
Publication Name: ADWEEK Southeast
Subject: Business, regional
ISSN: 8756-6389
Year: 1999
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