FLAGGING DOWN ROAD WARRIORS

Article Abstract:

Red Roof Inns wanted to increase traffic and promote a positive image among possible business travelers interested in economy lodging. Red Roof hired Media First International who did a study on these travelers. The results showed that this segment was interested particularly in college sports and sports news. Media First suggested that Red Roof put all of their advertising dollars into targeted cable TV which they did with very good results.

Research Findings, Hotels & Motels, Hotels (except Casino Hotels) and Motels, Corporate Images, Hotels and motels, Lessors of Nonfinancial Intangible Assets (except Copyrighted Works), Patent owners and lessors, Franchising, Franchises, Cable News Network, ESPN Inc., RRI, Red Roof Inns Inc., Media First International Inc.

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GETTING FAMOUS FAST

Article Abstract:

Cyberian Outpost Inc., an on-line seller of computer products, uses cable TV to their advantage. In order to become known during the 1998 Christmas Season, Cyberian used a combination of over-the-top humor and careful audience targeting. As a result of the campaign created by Cliff Freeman and Associates, sales have increased as did the customer base.

Prepackaged software, Print Media, Computer software industry, Software industry, E-commerce software, Cyberian Outpost Inc., Cliff Freeman and Partners

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SEGMENTING THE DIVERSE HISPANIC MARKET

Article Abstract:

In an effort to continue to be the beer of choice among Hispanic Americans, the Miller Brewing company uses a variety of English and Spanish-speaking media for their Miller Genuine Draft and Miller Lite brands. Miller uses all media with a particular emphasis on cable TV and increasingly on Galavision to target their desired consumers.

Marketing procedures, Marketing/Advertising Methods, Media Use, Out-of-Home Advertising, Hispanic Americans, Marketing, Alcoholic beverage industry, Miller Brewing Co., Univisa Inc., Leo Burnett Starcom Media Services

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