Hearst magazines 'get milk' to promote a literacy program aimed at children and mothers

Article Abstract:

The Hearst Corporation is teaming up with the National Fluid Milk Processor Promotion Board for an elaborate marketing effort to encourage children to read and to encourage mothers to buy milk. The multimillion dollar program is known as a cause related marketing campaign, which is sponsored by advertisers seeking to make profits by doing good. The literacy program will include retail and direct mail promotions, magazine ads and a week long book drive at agencies in six big markets. The program involves the Hearst Magazines division of the Hearst Corporation and the Avon Morrow division of Hearst and First Book.

Marketing procedures, Advertising Activity, Printing & Publishing, Print Media, Direct Marketing, Hearst Corp., Article

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The convergence of hip; Calvin Klein's newest campaign features a crucial Internet component

Article Abstract:

In an attempt to reach a young and trend-setting audience, Calvin Klein Cosmetics Company launches an advertising campaign for its new fragrance, CK One.This innovative campaign, created by Wieden and Kennedy, features electronic mail interactions between consumers and the fictitious characters in the advertisements.

Advertising agencies, Toilet Preparation Manufacturing, Advertising, Toilet preparations, Perfumes & Colognes, Contracts, Cosmetics industry, Fragrances (Toiletries), Wieden and Kennedy Inc., Calvin Klein Cosmetics Co.

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