Business Services Industry
B&D reaps rewards from national TV ads. (Black & Decker Corp.)
Industrial Distribution, June, 1989
B&D reaps rewards from national TV ads HUNT VALLEY, MD-Power tool giant Black & Decker (B&D) is starting to reap rewards from the industrial grade ads it has been running on nationally televised sports programs. Scott Hennessy, a director of marketing for B&D's U.S. Power Tools Group, said that the ad campaign has dramatically improved brand preference among end users.
"The national ad campaign is only one component in a concerted effort by B&D to improve its image among professional users," Hennessy said. According to Hennessy, the ads, which ran recently during the NCAA Basketball Tournament and the Indianapolis 500, were targeted at males between the ages of 25 and 54. He said B&D selected sports shows based on market research which found...
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