Advertising Industry
Industry: Email Alert RSS FeedPACKARD BELL PITCHES VALUE TO HALT HOME PC SALES SLIDE CABLE, NEWSPAPER CAMPAIGN SHIFTS 4TH-QUARTER AD $.
Advertising Age, July, 1998 by Johnson, Bradley
Packard Bell NEC begins a TV campaign and sweepstakes on July 15 for the Packard Bell line, hoping the former home PC leader can rebound from a sales slump by refocusing on value.
The new TV commercial was created by Packard Bell's promotion agency, B. Little, New York, and placed by Active International, Pearl River, N.Y.
SWEEPSTAKES EXTENSION
M&C Saatchi, New York, ad agency for the brand, and media buyer Western International Media Corp., West Hollywood, Calif., weren't involved.
Mike Gold, senior VP-advertising and corporate communications, said Packard Bell asked Little to execute the campaign as an extension of the sweepstakes promotion on which it already was working.
The media schedule will consist of cable TV and about 100...
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