Sony hits home in push for entertainment systems

Elkin, Tobi; Snyder, Beth
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p1
Trade Publication
The article discusses Sony Electronics' marketing efforts of its home entertainment equipment. Sony kicks off a sweeping integrated marketing program that links key products under a home entertainment positioning. The program will be backed by a $30 million campaign that represents Sony's biggest-ever fourth-quarter outlay. The effort also provides the groundwork for Sony to extend its market dominance in the new era of digital networked entertainment. The new campaign, a mix of TV, print, online banner ads and sponsorships, along with direct marketing, injects a much-needed dose of attitude and quirkiness that was lacking in previous creative.


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