'Take me out to the ad game'

Article Abstract:

Professional baseball stadiums have always featured advertising of some sort. In recent years, large video screens usually manufactured by Diamond Vision Inc. inaugurated a new approach to advertising. Along with showing close-ups of players and performance statistics, the screens show ads ranging from traditional TV commercials to specially made baseball-oriented ads. A few baseball clubs, such as the Los Angeles Dodgers, resist using the screens for ads and allow very few advertisements in the stadiums. Advertising on the traditional billboards in stadiums costs an average of $150,000 per season, and that cost is the same to show a 30-second video spot during each game of the season.

United States, Professional baseball, Baseball (Professional), Outdoor advertising

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Exploiting niches using relationship marketing

Article Abstract:

A framework for integrating niche and relationship marketing is presented. A distinction is made between segmentation and niche marketing as well as between relationship marketing and database marketing. A three-stage process for applying relationship marketing in the packaged-goods industry is also outlined, together with the benefits to be derived in implementing this particular marketing method.

Models, Direct marketing, Marketing, Marketing models, Target marketing, Database marketing

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Upscale U

Article Abstract:

Many marketing agents are targeting the soon-to-be upscale consumers who are currently college students. Companies like Sony, American Express and Nissan are courting the college student market segment to instill brand loyalty within these youthful consumers. Building product and image relationships are the focus of many of the college marketing and promotional campaigns.

College students, Advertising campaigns

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