TITLE

Marketers warm up for new baseball season

AUTHOR(S)
Mandese, Joe; Weiner, Mark
PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article stresses the success of marketers in promoting the 1999 season of the U.S. Major League Baseball. By all accounts, 1998 was a winning season for baseball, which set personal, team and league records and generated a fan fervor not seen in the league history. But the 1999 season proved to be another hit in marketing. Baseball marketing-related stories topped all other ad events in terms of coverage in the SPINdex sample of influential media outlets for the one-month period ended April 1999. With 184 print and electronic media stories, baseball marketing scored a SPINdex of 1,799 and far out-distanced other marketing events like O. J. Simpson lawyer ad and McDonald's/Furby.
ACCESSION #
1775209

 

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