Arco clears the air with DRTV spots
Article Abstract:
Atlantic Richfield Co. (Arco), based in Los Angeles, CA, has launched a direct response advertising campaign for SmogPros, a vehicle smog-check service that is required under California's strict clean air laws. The DRTV campaign provides a direct telephone number for viewers to call and make a smog-check appointment with a nearby station. The 30- and 60-second spots feature a man screaming when he receives a smog check renewal notice, then end with the statement "So stop screaming. Call 1-800-Smogpro and schedule your next smog check." Response to the campaign is measured in call spikes that are observed with each airing of the spots.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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'Lucy' collectibles target nostalgia market
Article Abstract:
Memories in Motion, based in Costa Mesa, CA, is featuring popular commedianne Lucille Ball, in a new direct response television campaign introducing the first of a series of "Memories in Motion" collectible cards. The company, which produced the second DRTV spot with support from the Trina Kaye Organization, has chosen DRTV because it believed the offer had to bes een and demonstrated live. Emblazoned with the title of the show the scene is from and more, each Lucy card comes packaged with a booklet containing behind-the-scenes anecdotes about the episode written by the original "I Love Lucy" show writers.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
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