TITLE

Beltone sees big market in graying baby boomer

AUTHOR(S)
Goetzl, David
PUB. DATE
April 1999
SOURCE
Advertising Age;4/5/1999, Vol. 70 Issue 15, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on a advertising campaign to be launched by Beltone Electronics Corp. to boost not only brand awareness but overall consumer spending on hearing aids, as of April 1999. The advertisements will include 15- and 30-second spots from Euro RSCG Tatham in Chicago, Illinois, which Beltone named as its first outside agency since 1995. Commercials are expected to focus on the sounds of life that should not be missed, such as children speaking or waterfalls flowing. The company hopes to grow the market by catering to fashion-conscious consumers. In recent years, hearing devices have been small enough to be hidden inside the ear canal. The brand-awareness campaign of Beltone marks a departure from its traditional product-oriented advertising approach.
ACCESSION #
1727384

 

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