TITLE

Homestore.com 'quest' casts caveman in TV spot

AUTHOR(S)
Friedman, Wayne
PUB. DATE
January 2000
SOURCE
Advertising Age;1/10/2000, Vol. 71 Issue 2, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the launching of the first major advertising campaign with a television (TV) spot featuring a caveman in search for new digs directed by Joe Pytka for real estate Web site Homestore.com Inc. in the U.S. The effort targets the 10 U.S. markets with the highest Internet usage and is budgeted at a modest 7 million U.S. dollars in media. The TV commercial is slated to run for six weeks. Print advertisements will run in several newspapers, including The New York Times, USA Today and The Wall Street Journal. Ironically, Homestore launches its over-the-top TV spot at a time when many dot-coms are moving toward less oblique, more direct advertising, to make sure the brand message is understood in a sea of dot-com advertising.
ACCESSION #
2668393

 

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