Sony Electronics plans to launch a year long ‘full court press’ ad campaign. According to Mike Fasulo, the chief marketing officer, the corporation is likely to spend ‘hundreds of millions’ of dollars for the campaign intended to run until March 2007. The ceo believes that the campaign is going to be the most aggressive marketing campaign ever for Sony. Sony wants to be the leader in HDTV market. The Japanese electronic major wants to educate consumers with repetition and since last year to attain the objective BRAVIA LCD and SXRD have been promoted extensively.
Sony believes that television advertising still works. It has instructed its agency to buy spots in bulk. It is using different below the line promotions like live events, billboards, direct mails and also online advertising for the purpose.
