Hoechst's mindshare-building campaign

Article Abstract:

Hoechst Celanese Corp, chemicals manufacturer, started an advertising campaign to establish its corporate identity. The campaign's aim is to put Hoechst on equal footing with its more popular competitors, Dow Chemical Co and Du Pont Co. Hoechst used the Coca-Cola name and a case history approach in its 30-second television ad showing a big and well-known company relying on Hoechst for its recyclable plastic container requirements. This is an effective way of strengthening recall of the Hoechst name and of informing the public about its role in big companies. The television and print advertisements were done by Goldberg Marchesano Kohlman Inc.

Organic fibers, noncellulosic, Plastics materials and resins, Industrial Inorganic Chemicals, Chemical industry, Corporate image, Hoechst Celanese Corp.

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Keithley's extraterrestrial campaign

Article Abstract:

Keithley Instruments Inc's advertisement of its 2001 Digital Multimeter electronic measuring instrument appearing in electronics magazines has high visual impact. It features a solar eclipse on the first page, a speeding Halley's comet on the second, while the final page dramatically presents the product against the black background of deep space. The accompanying text likens the product's introduction to the rarity of the featured events and provides product specifications. Jayme Organization of Cleveland succeeded in capturing readers' interest up to the final page, which is not often the case in ads of this type.

Instruments to measure electricity, Measuring & controlling devices, not elsewhere classified, Instrument industry (Equipment), Testing and measuring equipment industry, Keithley Instruments Inc.

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Cessna lands on CEOs' desks; a big, bold, beautiful campaign

Article Abstract:

Cessna Aircraft Co employed a three-dimensional direct mail campaign to target the chief executive officers of the Fortune 1000 firms. The high-impact campaign helped build awareness and preference for its new product, the Citation X business jet. Huge gift boxes bearing poster size pieces which feature the aircraft and its attractions were sent to the target market. The direct mail advertisement was conceptualized and implemented by Sullivan Higdon and Sink of Wichita, KS.

Aircraft, Aircraft parts and equipment, not elsewhere classified, Aircraft industry, Cessna Aircraft Company Co., Citation (Aircraft)

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