TITLE

Dave Schmier & Alex Diamandis

PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p56
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents the views of nightclub marketing veterans Dave Schmier and Alex Diamandis on the promotion marketing of liquor. In 1995, these two formed the Idea Foundation to create and execute more effective nightclub-based promotions for liquor marketers. Schmier and Diamandis aim to replace bar promotions offering T-shirts and key chains with relevant, experience-oriented efforts. This kind of effort is needed since the liquor industry is in demand by young adults at all income levels and ethnic group. Furthermore, they contend that marketers must pay close attention to what the culture is saying and respond with appropriate marketing programs. But despite these trends, Schmier and Diamandis think that marketers are missing opportunities and wasting money by not communicating effectively with field agencies.
ACCESSION #
2335798

 

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