es1@cunixb.cc.columbia.edu (Ethan Solomita) (11/24/90)
The foillowing is the Commodore press release for the ad campaign. The following are the dates: TV in: Chicago Houston San Francisco Dallas Kansas City Tampa Denver Los Angeles Washington, D.C. Redbook and Life nationwide in December People Nov. 5, 19, 25, Dec. 10. Time, Dec. 3, 17 only in the TV cities as well as: Boston Minneapolis San Antonio Cleveland Pittsburgh Seattle Indianapolis Sacramento St. Louis For more information contact Noam Gelfond at Fleishman-Hillard, Inc. 202/659-0330 COMMOODRE AD CAMPAIGN TARGETS HOME BUYERS -- GAME MACHINE BURNOUT THEME OF HOLIDAY PITCH WEST CHESTER, Pa., -- November 8, 1990 -- Commodore Business Machines this week launched a new, integrated advertising and direct mail campaign to support holiday season purchases of the Amiga 500C (TM) home personal computer. Commodore will aggressively communicate the Amiga 500C's (TM) unique abilility to run sophisticated business and educational software on the same platform which also runs a wide of variety of games and creative applications including sophisticated music, animation and paint programs. Commodore believes this approach will allow the company to address parental concerns and satisfy childrens' interests. The Amiga 500C has been hailed by consumer writers as a "best buy" and "the best home computer available today." The campaign, which breaks this week and runs through December with four-page and single-page, four-color ads in People, Redbook, Time and Life, asks parents the questions: "What To Get When Your Kids' Brains Outgrow Video Game Machines?" (media buy attached). The campaign was developed by Messner Betere Berger Carey Schmetterer of New York. "Our market research shows 16 million households have video game machines but don't own a computer. Many of the parents in these homes are concerned about the time their children spend glued to video games," said Robert Larsen, Vice President, Consumer Division. "We believe these families are primed to move up to full-featured home computers. The Amiga's versatile capabilities and price/performance leadership make it the natural next step in the evolution from game machines, by offering today's family a reative alternative to the purely functional computer systems found in business," he added. The campaign begins with two one-page, black-and-white teaser ads, consisting only of bold lettering asking: "What Do You Turn To When Your Kids' Brains Outgrow Their Nintendo (R)?" and "Where Do Kids Go After They Graduate From Nintendo (R)?" The four-page, four-color spreads follow, dramatically demonstrating the Amiga's expanding array of quality education, entertainment and creative software, with the closing tagline, "A Real Computer, and Everything To Get You Started, For Less Than $500." Additional single-page, four-color ads will run in People and Time. The campaign includes a list of area retailers selling the 500C, and an 800 phone number for additional stores and locations. The direct mail piece arrives in 500,000 targeted households the week of November 19 and consists of an oversized eight-page, four-color brochure graphically supporting the advertising themes. Coupons for discounts on Amiga software are included. A spot TV campaign will hit major market during November and December. These spots compare the broad value of the Amiga to the limited functions of game machines. To complement the campaign, retailers will be showing a four-minute videotape which uses the Amiga's powerful color, sound and graphics capabilities and broad range of software to further expand on the campaign's messages. Earlier this month, Commodore announced a reducation of the suggested retail price for the Amiga 500C to $599. Many retail outlets are now selling the computer at a $499 "street price." Along with Sears and JC Penney catalogues, the Amiga 500C is now available in a number of major consumer outlets including Montgomery Ward, Macy's of California, VideoConcepts, McDuff, Sun TV, Software Etc., and Waldensoft. Additional outlets are planned to be added in time for the holidays. The 500C, rated a "Best buy" by CONSUMER DIGEST and called "the best home computer available today" by UNITED FEATURES SYNDICATE, offers a variety of home computing possibilities, including entertainment, art, music, video, word processing, and animation applications. Over two million Amiga computers have been sold worldwide. The Amiga 500C package includes the Amiga 500 with standard 512KB RAM; built-in keyboard and mouse; and a free bouns pack including the award winning "Where in the World is Carmen Sandiego? (R)" educational software, the top-selling Tetris (R) entertainment softare, Textcraft Plus (TM) word processing software, and an adaptor which allows the purchaser's television set to serve as a computer monitor. In addition, the Amiga 500C is covered by the CommodoreExpress (TM) program, a new 24-hour toll-free "helpline" and door-to-door customer service program offered to under-warranty owners in the U.S. in cooperation with Federal Express Corporation. Commodore Business Machines, Inc., based in West Chester, Pa., manufactures and markets a complete line of computers and peripherals for the business, education, government and consumer markets. In addition to the Amiga 500C, the company's consumer line offers the Select Edition (TM) family of personal computers, the ever-popular Commodore C64 and the recently announced C286-LT (TM) laptop computer. -- Ethan Woody Allen on Los Angeles: "I mean, who would want to live in a place where the only cultural advantage is that you can turn right on a red light?"
bobl@pro-graphics.cts.com (Bob Lindabury, SysAdmin) (11/26/90)
In-Reply-To: message from es1@cunixb.cc.columbia.edu
It's very interesting that the ad agency was located in New York and that
absolutly NONE of the TV or magazine advertizing was mentioned as being
available in the NY/NJ area. Is this for real? Since I live in NJ, I'm a bit
miffed.
-- Bob
______ Pro-Graphics BBS `It's better than a sharp stick in the eye!' ________
UUCP: crash!pro-graphics!bobl | Pro-Graphics: 908/469-0049
ARPA/DDN: pro-graphics!bobl@nosc.mil | America Online: Graphics3d
Internet: bobl@pro-graphics.cts.com | CompuServe: RIP
_________ ___________
Raven Enterprises 25 Raven Avenue Piscataway, NJ 08854 es1@cunixb.cc.columbia.edu (Ethan Solomita) (11/26/90)
In article <5877@crash.cts.com> bobl@pro-graphics.cts.com (Bob Lindabury, SysAdmin) writes: >In-Reply-To: message from es1@cunixb.cc.columbia.edu > >It's very interesting that the ad agency was located in New York and that >absolutly NONE of the TV or magazine advertizing was mentioned as being >available in the NY/NJ area. Is this for real? Since I live in NJ, I'm a bit >miffed. > Redbook, People and Life are national. It is Time and the TV spots that aren't in new york. >-- Bob >______ Pro-Graphics BBS `It's better than a sharp stick in the eye!' ________ > > UUCP: crash!pro-graphics!bobl | Pro-Graphics: 908/469-0049 >ARPA/DDN: pro-graphics!bobl@nosc.mil | America Online: Graphics3d >Internet: bobl@pro-graphics.cts.com | CompuServe: RIP >_________ ___________ > Raven Enterprises 25 Raven Avenue Piscataway, NJ 08854 -- Ethan Woody Allen on Los Angeles: "I mean, who would want to live in a place where the only cultural advantage is that you can turn right on a red light?"