- The Washington Times - Monday, March 4, 2002

Coca-Cola and Intel are the first two companies to be featured in television ads as part of the American Advertising Federation's "Great Brands" campaign.
The TV ads are an extension of the "Great Brands" print campaign that began in October 2000, which has used familiar company brands such as Coca-Cola, Sunkist, Altoids and Anheuser Busch to advertise the importance of advertising.
The companies have allowed their well-known brand names to be modified to read "Advertising," to show the connection between advertising and building a great brand.
The two new 15-second television spots were shown for the first time last month on ESPN. In the Intel ad, the copy, which is being typed out on the screen, asks: "What makes one computer more powerful than another?" To answer the question a slightly modified version of Intel's familiar logo appears but reads "advertising" instead of "Intel Inside."
Officials at the Washington-based AAF, which represents the advertising industry, say these ads are targeting companies' top management those executives who make decisions on advertising budgets. In an economic slowdown, advertising dollars are one of the first things to be trimmed or eliminated as a cost-cutting measure.
This campaign, however, cautions corporate America not to neglect brand development and stresses how advertising builds brand equity and profits in the long run.
The media space is donated by the networks on a pro-bono basis so these 15-second spots are filtered in when space becomes available. An AAF spokeswoman says that the group has verbal agreements with CNN and other cable networks, as well as main networks such as CBS, to run the ads.

Va. isn't just for lovers
New television ads are spotlighting Virginia as an ideal place to do business.
The new TV spots are part of an overall campaign using the "Virginia is for Business" tagline that has been incorporated in the commonwealth's business advertising for two years.
Television ads began running last year and these new ads, which debuted nationally on CNN and the Golf Channel in mid-January, are expected to run through June.
Virginia Economic Development Partnership (VEDP), the state's marketing arm, is spending $2 million on advertising this fiscal year, which ends June 30. About $1.2 million has been spent on television space.
The ads, created by Barber Martin Advertising in Richmond, are targeting top corporate executives those likely to be making the decisions about relocating their business or projects to other parts of the country. The VEDP hopes these ads will continue to help keep Virginia top in mind.
Past research has shown that some people are more aware of Virginia's cultural and tourism element than its business climate.
These ads were not created to necessarily generate leads; rather they are being used to initiate an "attitudinal change" among the target audience, says Rick Richardson, VEDP's director of communications and promotions.

Taking stock
Nasdaq Stock Market Inc., headquartered in New York, has selected Washington-based RTC Relationship Marketing as its direct-marketing agency. The new business is worth an estimated $1 million to $3 million.
RTC's job will include building better relationships between the company and its customers from the 4,100 companies listed on the Nasdaq to the brokers and individual investors who use the market every day.
"We will help reinforce the strength and diversity of Nasdaq," says Catherine Bartholow, president of RTC .
In August McKinney & Silver of Raleigh, N.C., won Nasdaq's $30 million advertising account.

Donna De Marco can be reached at 202/636-4884 or at [email protected] Advertising & Marketing runs every other Monday.


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