Joe Isuzu Now Lying for Indy: New Ad Campaign Departs From City’s Promotional Efforts
By adopting the smirking face of Joe Isuzu as a celebrity spokesman for Indianapolis, city and state officials are betting that a fresh approach to the old problem of bringing new business to the area will succeed. The Indianapolis Economic Development Corp.’s new marketing campaign, introduced last week, includes a video with promotional information about the city’s low cost of living, its accessibility to other major markets and the availability of office space here. But there’s a twist: The new video is also interspersed with short vignettes in which Joe Isuzu, known for his lying, brags about the city — sometimes untruthfully. (excerpt)
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Carlson, Alicia
Full text: [Indianapolis Business Journal] Sep 11, 1989
CU sees change in traditional tenet of marketing HELOCS: Has tax deductibility lost its allure?
Cliff Harmon, vice president of marketing at SAFE Federal Credit Union (North Highlands, CA), believes that consumers need more than the attraction of tax-deductible interest on a home equity loan (HEL) “to get hooked”, but also need such incentives as a color television set or a US savings bond. With 19-inch color television incentives, the credit union was able to attract, in just 45 days, 60 home equity loans that had $1.78 million in credit lines. The credit union’s new campaign includes Video cassette recorders and $500 US Savings Bonds. Direct mail, featuring four-color pieces, is being use in both HEL campaigns as well as in the credit union’s current auto loan campaign.
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Anonymous
Full text: [Bank Advertising News] Sep 11, 1989
Sturbridge to try new-fashioned sell ; Marketing plan aims to boost tourism
The project will target a highly specific demographic group of likely Sturbridge visitors with magazine advertising and direct mail. The cost of the campaign will be tracked and analyzed on a promotional dollars-per-visitor basis, [Laurance S. Morrison] said. Morrison, a member of the American Travel Writers Association and a former marketing director at Old Sturbridge Village, was hired by the Sturbridge Area Tourist Association in May after he approached the organization’s president, Frank Flanagan. The goal of the promotional campaign is to turn a downward trend in visitation over the past few years into a 10 percent increase for the upcoming 12 months, Morrison said. “The town government has been remarkably supportive,” Morrison said. “They have a representative attend the association meetings. They present their views and take the association’s views into account when formulating policy. They could be tone deaf and color blind, but they’re not.” TOWN SUPPORT
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Ken Johnson
Full text: [Telegram & Gazette] Sep 12, 1989
Sprint campaign calls up `New World’
Making a big break from the humor of Joe Sedelmaier-directed commercials of a year ago, Sprint no longer merely is touting the sound quality of its telephone transmission. Still using fiber-optic technology as its selling point, Sprint now says that telecommunications services of today and tomorrow – fax, video teleconferencing and data communications – are faster, clearer and error-free because of fiber optics. Although the advertising, which began this week on “Monday Night Football,” is directed to decision-makers in the business market, “these products are of interest to everyone and over time will be available to everyone,” says Jorge Rodriguez, vice president of advertising and direct marketing for San Francisco-based Sprint. The theme of the campaign is “It’s a New World.” With costs going down dramatically, Rodriguez says, two-way video communications will be available to consumers in the not-too-distant future. And the Sprint commercial on the subject shows how real the communication can be. Instead of demonstrating video teleconferencing with a grandiose subject, Sprint uses the occasion of a serviceman abroad getting the first glimpse of his newborn son.
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Nancy Millman
Full text: [Chicago Sun - Times] Sep 12, 1989
Direct Mail The Primary, Preferred Source Of Healthcare Inf
Direct mail is both the primary and preferred source of health care information for consumers. Direct mail advertising also results in the greatest retention of marketing messages and a hospital’s name, according to a study of 1,000 consumers conducted by National Research Corp. Although 21% of the consumers said their physicians still are their primary source for health care information, 60% said they rely on the media, and 19% said they rely on word of mouth. Among those who rely on the media, 28% said direct mail is their primary source of information, 21% said it is newspapers, and 11% said television. This may reflect time pressures confronting today’s consumers who are able to read direct mail at a time convenient for them. Approximately 42% of consumers said they prefer to be reached by mail, 18% prefer newspaper advertisements, and 13% prefer television commercials. Only 7% want information to be handed out by their physicians. Along with the slight increase in awareness of hospital advertising during the past 3 years, consumers’ ability to associate advertisements with the sponsoring hospital also has increased.
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Jensen, Joyce
Full text: [Modern Healthcare] Sep 15, 1989
Tea, Sympathy And Direct Mail
In 1988, Marriott Corp. mailed invitations for charter membership of its new Jefferson condominium to 45,700 residents, primarily affluent elderly, of the Washington, DC, area. For a $1,000 refundable deposit, the charter members would get first choice of apartments in a not-yet-built but unique luxury high rise. The Jefferson will have a pool, maid service, and a health club. It also will offer communal meals, 24-hour emergency call buttons in each bathroom and bedroom, a floor with skilled nursing rooms, and another floor for those people who do not need nursing but cannot, for example, dress themselves. In 3 months, 1,806 deposits, an almost 4% response rate, were received. Marriott plans to spend over $1 billion over the next 5 years to build 150 handsomely appointed retirement centers nationwide, all with nursing homes. Marriott opened its first 2 developments in Summer 1988, and both had over 80% of their units spoken for on the day they opened.
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Novack, Janet
Full text: [Forbes] Sep 18, 1989
ADVERTISING & MARKETING Region’s ad firms gaining recognition for TV and radio ads
* Besides the dozen awards in various TV categories for Keds and Spalding, LML took the following honors for a total of 48 awards: Keds magazine ad (first, second, merit); Spalding magazine ad (first); Spalding brochure (two merits); Spalding direct-mail piece (merit); Lotus Development Corp. magazine ad (first, five seconds, third, merit); Lotus Development Corp. Poster (second); Rhode Island Council on Alcoholism ads (two firsts, three seconds, two thirds, merit); Advertising Club Greater Boston ad (first); Providence Watch Hospital outdoor campaign (third, two merits); American Tourister ads (third, two merits); Bitstream magazine ad (two merits); self-promotion piece (merit); Rhode Island Ad Club ad (merit); Codex magazine ad (merit).
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Jeffrey L. Hiday
Full text: [Providence Journal] Sep 24, 1989
Direct Marketing: Harried Pace In Race
Second- and third-class mailers have taken an aggressive stance concerning the US Postal Service (USPS), threatening the service’s virtual lock on distribution by experimenting with faster paced, private delivery methods. In interviews, Direct Marketing Association (DMA) President Jonah Gitlitz and Postmaster General Anthony Frank discussed the anticipated postal increase, the reasons behind the emergence of alternative delivery systems, and the actions that they are taking to contain costs. In regard to how the postal rate increase will affect private delivery business, Frank said that, if mailers see no relief in terms of what they think are excess rate increases, an impetus will be provided for alternate-private delivery. Gitlitz stated that there are certain advantages to private delivery, such as more control, flexibility, and the ability to make adjustments from one geographic area to another. He also noted that, for a new system, the DMA tests conducted thus far have been successful. Upcoming tests will include sending unaddressed mail to 100,000 residences in Long Island and Minneapolis and piggy-backing with magazines.
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Busch, Anita M.
Full text: [Advertising Age] Sep 25, 1989
Direct Marketing Abuses Draw Congress’ Fire’
Representative Edward Markey of Massachusetts is sponsoring a bill in the US House of Representatives to curb automatic telephone messages. The most common consumer complaint is that information collected for one purpose, such as credit applications, often is sold and used for direct marketing purposes. An estimated 7 million Americans receive automatic telephone sales messages from some 180,000 solicitors each day. The Direct Marketing Association’s (DMA) privacy task force is launching a campaign to address its Telephone Preference Service and is upgrading its Mail Practices and other guidelines. More than 500 bills affecting direct marketers are pending at state levels, and at least 2 House measures have been introduced to curb automatic phone dialing systems, outright fraud, and other telemarketing abuses. Markey’s measure would authorize the Federal Communications Commission to set up a national clearinghouse for consumers to have their names removed from lists.
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Osbon, John
Full text: [Advertising Age] Sep 25, 1989
New Company, SPA Growers, Offers Integrated Planning, Operating, Marketing Services to SPAS
Spa Growers, a company that will provide the burgeoning spa industry with a range of services sought by investors, operators and managements — from site selection to international marketing — has been formed by the principals of Spa-Finders Travel Arrangements, Ltd., Trans/Action Marketing and Gillies and Zaiser. The three companies currently cooperate in providing the services separately. The principals are Jeffrey Joseph, president of Spa-Finders, the only comprehensive spa marketing company in North America, which offers expert operational and management consulting to spas; Arthur Black, president of Trans/Action Marketing, the direct response creative consultancy that produced the just-published second edition of The Spa Finder, the definitive resource on spas; and Ewen Gillies and Carol Zaiser, partners in Gillies and Zaiser, a public relations firm specializing in the travel and fitness fields that handles Spa-Finders’ public relations campaign. (excerpt)
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Joseph, Jeffrey
Gillies, Ewen
Zaiser, Carol
Full text: [Business Wire] Sep 26, 1989
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