En-tre-pre-neu-ra-tive: that six-syllable style of high visibility advertising that's worth the high risk
Article Abstract:
Entrepreneurative advertising is defined as advertising that is so creative that it breaks down old advertising categories or creates new advertising categories, or both. Examples include the advertisements of Federal Express, which created overnight mail; Perdue Chickens' ads, which created the concept of branded chicken; Perrier's advertising, which created an imported water market; Gallo Brothers' ads that began the pre-mixed wine cooler craze; and Apple Computer's ads, which ushered into being the home computer market. Moreover, entrepreneurative advertising is distinguished from other forms of advertising, in that it is created by an individual (rather than a creative group or a committee).
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1986
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My son, the spin-off
Article Abstract:
It is increasing throughout business - brand nepotism, the allotment of special advantages and favors to products with the family name. Brand name extensions are now more popular than ever, as marketers attempt to increase share in saturated, low-growth market segments. Such marketing activity will affect the parent product's image in regard to price comparison, product line survival, and corporate strategic planning.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1985
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Carter cottons to women
Article Abstract:
William Carter Co. seeks to capitalize on the rapid growth in the women's cotton panty market by promoting its Carter's for Women underpants line. Women's panties presently comprise just ten percent of the company's product offerings. The clothing company seeks to increase sales to the 22-to-35 year-old age bracket.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1985
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