Coca-Cola adds fizz to its summer promotion

Article Abstract:

Coca-Cola has sent Coke Cards to 750,000 teenagers, who are found to be the most influential teens in the US, before the company's summer promotion starts. Coca-Cola aims to distribute 3 million cards to targeted teens prior the actual promotion, in which the company hopes to issue 55 million Coke Cards. The move is part of the company's strategy to drive sales via discounts, offers and cash prizes. Coke teamed up with over 9,500 partners for the Coke Cards, which features an estimated 20,000 individual discounts and offer throughout the US. The Coke Card program also features over $12 billion in discount savings and offers the chance to win ATM cards with cash. Coke Cards will be issued not only in direct mail, but also through in-store counter displays.

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Marketing/Advertising Methods, Soft drinks, Coca-Cola Co. (Atlanta, Georgia), Coke

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Bell Atlantic combines general, DRTV media buying

Article Abstract:

Bell Atlantic has divided its estimate $200 million media account between two New York-based direct media agencies to combine buying responsibilities for general and direct response advertising. About $160 million has been allocated for general consumer in the account and $40 million for direct. Media Direct Partners Inc. and Zenith Media Inc. will share information on rates on their respective buys to generate greater cost efficiencies for Bell Atlantic. Effective Aug. 1, 1998, the two agencies will begin fourth-quarter buying for the telecommunications firm's corporate advertising, value-added services and Big Yellow, Bell Atlantic's online phone directory. They will also work on building data base opportunities.

Contracts & orders received, Wired Telecommunications Carriers, Telephone Communications, Direct Marketing Services, Direct Mail Advertising, Account Activity, Telephone services, Direct marketing, Bell Atlantic Corp., Media Direct Partners Inc., Zenith Media Inc.

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Sears chooses the human touch over IVR

Article Abstract:

Sears Home Central has opted for human touch over interactive voice recognition and automated answering systems to support its repair business. The human approach is reportedly boosting Sears' operating efficiencies and improving its data gathering techniques. It is also providing the firm with greater sales and cross-sell opportunities while helping it build customer relationships. The company is presently back filling operations, upgrading systems and training representatives to better present its human side. An interactive voice response system has been installed in Sears stores that direct callers to departments. However, Sears finds that real people work better than automation for service repairs.

Building Material and Supplies Dealers, Building Center Stores, Home center stores, Sears Home Central

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