Cotton Inc. tailors ads to win over youth

Cardona, Mercedes M.
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p12
Trade Publication
This article reports on an outdoor advertising campaign to be launched by Cotton Inc. in September 1999. For the first time in its 26-year history, the promotional trade group for cotton growers will shift part of its U.S. advertising budget to out-of-home. Its current television campaign will extend to billboards, telephone booths, and shopping malls. With a $22 million annual budget, the group will take about $2 million from its previous $19 million TV allocation for the outdoor advertisements. Ogilvy & Mather, New York, is the agency.


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