The $10 Million Sony allocated to HiFi marketing is their budget for promotion of just that particular product. This does not include the broader advertising campaign that pushes the entire Sony brand name.
I was made aware firsthand yesterday that Sony is formulating a brand new Corporate ad campaign, and not with the same firm handling the HiFi Ad account. The HiFi drive will be mentioned and shown A LOT along with various other Sony products in the broader ad campain through TV Ads, Bus signage, billboards, magazine ads etc.
The $10 Million HiFi account could be targeted mainly at Computer-related markets, like in-store signage, video, promotions, etc. $10 million allocated to this target market is a rather unusually large amount. The broader multi-million $$$ Sony Ad campaign will take care of the consumer end. Iomega is in a world of hurt.
When you see Sony TV ads this Christmas Season that feature a Walkman, DVD-Walkman, Shelf Stereo, Computer, and the HiFi drive all together, that will be coming from the broader Corporate Ad account, and NOT the $10 million allocated to HiFI alone.
The IBD article confirms what I read in Adweek months ago- that the HiFi ad campaign is going to roll out in November ("8 weeks from now"-IBD). HiFi is going to be EVERYWHERE. Believe it. I saw some preliminary full page magazine ideas yesterday. |
