TITLE

Sony converges on $60 mil push

AUTHOR(S)
Elkin, Tobi
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of an estimated 60 million U.S. dollar media advertisement for the digital imaging products of Sony Electronics Inc. in the U.S. Young & Rubicam Incorporated's Y&R Advertising in New York City, handles the advertisement, along with Impiric, its direct marketing and interactive unit Luminant. Sony will launch two spots for its digital imaging products on ABC network's March 26, 2000 broadcast of the Academy Awards that detail how the products work together. Three more television advertisements are in development, two of which tout how Sony products make it easy to e-mail images. Sony on April 3, 2000 also will launch a Web site dedicated to digital imaging. Point of purchase will include interactive Memory Stick displays in more than 600 Circuit City Stores debuting in late spring. Each of Sony's major product categories will be represented in the displays. The company reorganized its business and on April 1, 2000 will launch the Consumer Electronics Group, an organization that combines the company's existing Consumer Products Marketing Group and its Personal Network Solutions Co. into one operating unit. Sony will extend its platform concept to personal networking via a Walkman-them campaign. The estimated 20 million U.S. dollar campaign will launch in North America, but eventually could go global.
ACCESSION #
2906891

 

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