Sony cranks up marketing volume to `loud' for new products; $200M-plus push will back flat-panel TVs, MP3 players, camcorders.(Grand Wega TV, DVD, digital camera)

Advertising Age, September, 2005 by Bulik, Beth Snyder

Byline: BETH SNYDER BULIK

Sony Electronics this fall embarks on its most aggressive marketing plan in at least a decade, spending $200-million-plus on more than half a dozen new products.

"We're going to be loud. We're going to be in market, and we're going to be noticed,'' said Sony Electronics U.S. Chief Marketing Officer Mike Fasulo.

Products that take center stage in the fall marketing campaigns include: a line of flat-panel TVs called Bravia along with ads for the Grand Wega TV line; two digital music player siblings nicknamed the Bean and the Stick; DVD camcorders; noise-canceling headphones; and a reviewer-acclaimed 10 megapixel "prosumer'' digital camera.

But parent Sony Corp. is clearly picking its expenditures:...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.