Sony Slates $100M Ad Campaign
By Greg Tarr -- TWICE, 6/18/2007
NEW YORK — In announcing its higher-end 2007 Bravia TV offerings, Sony said it will be stepping up brand advertising across its product lines with a $100 million campaign running through its fiscal year.
Randy Waynick, Sony home products division senior VP, said Sony's marketing efforts will tie into the "Sony United" directive in more aggressive ways. For example, he said Sony will seek to communicate how advanced video technologies developed for its commercial broadcast video division have transitioned into its consumer-level HD camcorders and how experts from Sony Pictures are lending their expertise to the picture quality settings on new Sony TVs.
"From the lens to the living room, Sony has been leading the HDTV transition from its very inception, including the development of high-resolution HD content that will engage consumers as never before," Waynick said.
The efforts will dovetail with Sony's consumer education efforts on the benefits of "Full HD" last year, which he said reached over 180 million consumers.
Christopher Fawcett, Sony home video product management VP, cited Nielsen sales data showing Blu-ray Disc currently represents 70 percent of HD video disc sales, and Sony's disc production unit has produced more than 2.5 million 50GB-capacity discs since last fall.
Fawcett said the just-announced $499 BDP-S300 Blu-ray Disc player is "now shipping to electronics retailers and Sony Style stores nationwide."
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