Shock overload leads CNET to redo its ads

Article Abstract:

In an effort to distinguish itself from the crowd of other Internet firms, CNET Inc. has dropped its aggressive, attention-grabbing ads in the middle of a big campaign, replacing them with austere, straightforward themes. This move comes after CNET took its TV and radio ads away from the ad agency it had selected this summer, Havas Advertising's Citron Haligman Bendecarre, and gave the account to Leagas Delaney LP, a runner-up in this summer's review. Such abrupt shifts are unusual in the world of advertising, and reflect the fact that Internet firms have more money than brand recognition, and so have little fear of changing their image. CNET was one of the first Internet firms to use shock tactics in its ads, but was soon copied by so many other dot-com firms that it saw the need to shift tactics dramatically.

On-Line Information Services, Videotex & Teletext, Advertising, Internet services, CNET Inc. (San Francisco, California)

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Carlton campaign boasts of tar rating

Article Abstract:

Since the FTC is going to change how it measures tar and nicotine in cigarettes, Brown & Williamson Tobacco felt compelled to launch a new push for the ultra-light Carltons now, about its mere 1 mg. of tar per cigarette compared with Marlboro Ultra Lights' 6 mg. To Brown & Williamson's way of thinking, Marlboro Ultra Lights is a misnomer. Grey Advertising created the print campaign. Packaging is also changing.

Comment:

Carlton's packaging is changed in time for new ad campaign

Marketing procedures, Advertising Activity, TOBACCO PRODUCTS, Account Activity, Print Media, Packaging, Cigarettes, Cigarette Manufacturing, Low-Tar Cigarettes, Marketing, Testing, Advertising, Abstract, United States. Federal Trade Commission, Tobacco industry, Grey Advertising Inc., Low-tar and nicotine cigarettes, Low tar and nicotine cigarettes, Brown and Williamson Tobacco Corp.

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