TITLE

Rayovac will spend $35 mil to reinforce value position

AUTHOR(S)
Beardi, Cara
PUB. DATE
June 2000
SOURCE
Advertising Age;6/19/2000, Vol. 71 Issue 26, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the advertising strategy of Rayovac Corp. for its batteries. Decision to emphasize price and packaging rather than power of the batteries; Details of the print campaign and television spots that feature former basketball star Michael Jordan; How Duracell and Energizer will market their batteries, which fall under the premium battery market.
ACCESSION #
3222768

 

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