TITLE

Polaroid's PhotoMax tests online sales

AUTHOR(S)
Gilbert, Jennifer
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of a nationwide multimedia advertising campaign by Polaroid Corp. on May 24, 1999, to coincide with the company's first foray into e-commerce, a direct sales Web site Polaroid developed itself. The multimedia campaign is small: Polaroid has earmarked less than $1 million for advertising. Polaroid built the e-commerce site, Polaroid Direct, to sell a range of products, including digital cameras, software and scanners. Initially, it will sell only its new digital photo printer, PhotoMax. The company expects to offer more products online by September. The campaign from Eisnor Interactive, Boston, includes banner advertisements on retail partner sites and selected sites in the DoubleClick Network, including AltaVista, the Dilbert Zone, Egghead and Macromedia. The campaign will also include billboards, in-store displays, radio spots and print advertisements in the Chicago Tribune, The New York Times, San Francisco Examiner & Chronicle and San Jose Mercury News.
ACCESSION #
1873577

 

Related Articles

  • Polaroid makes millennium into a photo op via nat'l tour. Fitzgerald, Kate // Advertising Age;6/8/1998, Vol. 69 Issue 23, p32 

    Looks at the `Polaroid in Pursuit Road Tour.' Details of the tour which will promote Polaroid film; Use of a time capsule to be opened in the year 3000.

  • Polaroid brings `Develops' to retail. Gelsi, Steve // Brandweek;04/21/97, Vol. 38 Issue 16, p16 

    Focuses on Polaroid's `See What Develops' advertising campaign for 1997. Efforts of the company to woo its customers from competitors; Details on the new packaging to be introduced in June 1997.

  • Polaroid Kills `Right Now' Positioning. Gianatasio, David; Kelly, Jane Irene // Adweek Western Edition;04/05/99, Vol. 49 Issue 14, p2 

    Reports that Polaroid Corp. has pulled its tagline `Right Now' from its television campaign and replaced it with `See what develops.' Significance of the internal discussions at Polaroid; Reason the tag line was pulled out; Additional commercials set to break.

  • Images Are Everything in Polaroid Ads. Gianatasio, David // Adweek New England Edition;06/28/99, Vol. 36 Issue 26, p4 

    Talks about the print advertising campaign for the professional photography division of Polaroid Corp. Objective of the campaign; Magazines in which the advertisement will appear.

  • iQ interactive news @deadline.  // Brandweek;05/08/2000, Vol. 41 Issue 19, p77 

    Presents news briefs about marketing promotions in the United States-based Internet industry as of May 8, 2000. Redesign of Media Revolution's Web site; Integrated advertising campaign of Excite@Home; ClickRadio's expansion of its MusicGuides team.

  • Wired cities win with offline ads. Gilbert, Jennifer // Advertising Age;6/14/1999, Vol. 70 Issue 25, p50 

    This article focuses on the influx of advertisements of online companies in the U.S. daily newspapers as of June 14, 1999. According to Cyber Dialogue, online companies are using mainstream advertising in Austin, Texas as the U.S. city has the highest percentage of adult Internet users. This...

  • One-stop shopping. Shaw, Russell // Advertising Age's Business Marketing;Apr99, Vol. 84 Issue 4, p33 

    Details the partnership between industrial companies and various Web sites in the United States to provide an online store to consumers. Investment made by marketplace sites on advertising; Difference between digital marketplaces and online catalog sites; Strategies used by marketplaces to...

  • Customers help make software affordable. Blankenhorn, Dana // Advertising Age's Business Marketing;Apr99, Vol. 84 Issue 4, p33 

    Details the role of customers in the United States in providing small businesses with affordable business-to-business electronic commerce software. Benefits received by customers in providing the electronic commerce software to small businesses; Average price of electronic commerce software;...

  • E-commerce marketers should check out new mega portal features. Ward, Eric // Advertising Age's Business Marketing;Apr99, Vol. 84 Issue 4, p37 

    Details the features added to Internet portals in the United States to attract business-to-business electronic commerce marketers. Allowing of clients to choose the categories of sites; Use of the features as part of business' electronic commerce site marketing plans.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics