TITLE

For Land Rover, long-form as are 'special'

AUTHOR(S)
Halliday, Jean
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p15
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Land Rover North America has launched infomercials in the U.S. The importer's 26-minute infomercial is airing on 15 cable networks, and the buys include time for separate brand commercials. The longer format of an infomercial allows the company to delve into exactly what makes Land Rover so special. The company spent $92.3 million in measured media advertising in 1998. Via a toll-free number that appears periodically in the informercial, viewers can order the Land Rover Journal, a lifestyle magazine with product data and branded merchandise; The Authoritative Guide to Sport Utility Vehicles; and a 60-minute video of the brand's history.
ACCESSION #
18230475

 

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