THE RIGHT MESSAGE, THE RIGHT MEDIA; MANUFACTURERS OF APPLIANCES, BEDDING LEAD THE PACK OF POWER ADVERTISING IN HOME FURNISHINGS.
HFN: The Weekly Newspaper for the Home Furnishing Network, May, 2000 by Buchanan, Lee
Advertisers are today's great communicators, the arbiters of what's hip -- and what products consumers want and need to buy.
But it takes much more than deep pockets to reach consumers. Never have there been so many products chasing so many consumers through so many media. Manufacturers and retailers must create a meaningful message, identify the target consumer and find the most effective method of delivery.
The power of advertising is undeniable, and home furnishings companies have had plenty of triumphs: Sears transforms Kenmore from a house brand to a household favorite; George Foreman rises from the canvas to become an irresistible pitchman; Sealy rises above fierce competition by positioning its brand as the orthopedically preferred mattress;...
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