TITLE

Ericsson renews consumer ad focus

AUTHOR(S)
Elkin, Tobi
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the television advertising and marketing focus of Ericsson Mobile Phones for 2000 in the U.S. The marketer of mobile phones heads back to television after a 15-month absence from television advertising spending. The commercials, via Y&R Advertising, will augment Ericsson's existing print effort, which highlights specific attributes of its phones. The campaign is part of a larger marketing strategy to speed product introductions and reach younger consumers. Research from Wunderman Cato Johnson, a unit of Young & Rubicam, is helping Ericsson better understand what kinds of products diverse audiences want.
ACCESSION #
2582216

 

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