Rayovac will spend $35 mil to reinforce value position

Beardi, Cara
June 2000
Advertising Age;6/19/2000, Vol. 71 Issue 26, p32
Trade Publication
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.


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