Cotton Inc. weaves unique effort: Reader's Digest using trades to drive readers to consumer campaign

Article Abstract:

Cotton Inc. and 'Reader's Digest' magazine have initiated a multiyear trade advertisement campaign to promote cotton fabrics starting Apr 1997. The campaign will employ the usual 'The Fabric of Our Lives' tagline which has been successful in television campaigns in the 1970s and 1980s. This is the first time that Cotton Inc. will be using print media in its campaigns. One reason for the shift is that print media costs much less than television.

Cotton, Cotton Farming, Advertising, Cotton (Fiber), Cotton Inc., Cotton industry, Cotton trade, Reader's Digest (Periodical)

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Resist urge to pull plug on corporate campaign too early

Article Abstract:

A corporate advertising campaign should be considered as a long-term effort that require adequate funding. Effective campaigns promote brand preference and pave the way for other communications efforts. However, most campaigns designed to promote brand awareness fail due to insufficient ad budgets, unrealistic expectations and because they focus on products instead of corporate reputation.

Methods, Analysis, Consumer preferences, Advertising campaigns

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