Online party supply company Great Entertaining Inc. began a $10 million
integrated
marketing campaign to drive consumers to its new Web site.
The campaign, which runs through June, combines television, consumer
magazines, newspapers, online and direct mail advertising.
It consists of a series of ads targeted at women that carry a direct response
mechanism, enabling the company to monitor and measure the effectiveness of
the campaign.
“With the busy holiday entertaining season just around the corner, our goal
is to reach consumers as they begin to put their party plans in place,” said
Tanya Roberts, chief executive officer of Great Entertaining.
“Our emphasis
on direct response advertising will allow us to react quickly to necessary
changes in placement or creative, and
ensure that every dollar spent provides measurable results.”
Television advertising will run on several cable stations, including Home &
Garden TV, Lifetime, the Learning Channel and Food TV. Print ads will appear in
metropolitan newspapers throughout the U.S. and in a variety of magazines
targeted at women with children, including Better Homes & Gardens, Martha
Stewart’s Living, McCalls, Working Mother and Parents.
A. Eicoff & Company, a division of
Ogilvy & Mather specializing in broadcast
advertising, is responsible for the creative and media buying for Great
Entertaining’s television campaign.
The company’s magazine and direct mail
advertising is managed by Novus Marketing, which specializes in
print media.
