BANKING ON BUSINESS CABLE

Article Abstract:

First Union Bank wanted to increase their image and national awareness particularly among upscale consumers. In order to achieve these ends they used their advertising agency, Publicis and Hal Rainey who teemed up with Industrial Light and Magic Div. to create ads. The ads ran on awards shows and sporting events but the most effort was put into targeting audiences of the cable TV business-oriented networks.

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SHARING THE LIMELIGHT

Article Abstract:

Master Card International has found that teaming up with Discovery Channel's Eco-Challenge race allows them to target a particular market in an aggressive way. The Eco-challenge race takes place in rugged areas and Master Card uses those locations in their advertising campaigns.I addition to the advertising spots, Master Card does promotional tours in malls which garner both media and consumer attention.

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AHEAD OF THE PACK

Article Abstract:

Snapple,a maker of premium juice and teas, has started advertising and promotional campaigns with a heavy emphasis on cable TV. Turner Broadcasting and Snapple have teamed up on a campaign which combines advertising and donations to the homeless in areas where the promotion takes place. Snapple uses many cable networks in order to target their particular market.

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