Eastern's risky route

Lawrence, Jennifer
July 1990
Advertising Age;7/16/1990, Vol. 61 Issue 29, p4
Trade Publication
The article reports on the launch of Easter Airlines' advertising campaign about why passengers have avoided the airline and why they should return. Ogilvy & Mather is the agency handling the carrier's $45 million account. Some experts have doubts that Eastern's campaign will work. The company violated some of the basic precepts of endorser advertising.


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