By Stevie Smith Aug 20, 2007, 14:49 GMT
Sony Electronics Inc., the US-based arm of Sony Corp., has this week announced that it is launching a massive $100 million USD advertising push designed to bolster consumer interest in its upper-tier electronics range, including the likes of widescreen LCD televisions, digital cameras, and Blu-ray DVD players.
San Diego-based Sony Electronics has stated that this latest ad campaign represents its most significant financial drive and it will arrive ahead of retailers preparing for the influx of end-of-year shoppers. According to a Times of India report, the Japanese electronics titan will invest in excess of $100 million through marketing channels between now and April 2008.
The advertising drive will cover "all devices united under Sony," outlined Mike Fasulo, Sony’s Chief Marketing Officer, before adding that the $100 million will be spread "in a unified approach" across all of the company’s consumer electronics products rather than in previous drives, which have seen specific marketing focus centred on individual devices.
It is hoped that the new "High Definition. It’s in our DNA" campaign will secure "double-digit [revenue] growth" for Sony’s HD range throughout the Christmas period – which is traditionally a high turnover period. The $100 million USD’s worth of marketing will be run across print publications, online commercials, and regular television ads with Sony’s products endorsed to the masses by famous US sporting stars including Peyton Manning and Dale Earnhardt Jr.
Fasulo goes on to say that HD product growth might have been thus far restricted in the market by a general sense of consumer confusion regarding the products available, their features and functionality, and also the upcoming digital switch over that will see the adoption of digital signals in the home become standard.
"I don't think our industry has done a good job of explaining things," he commented, though the influx of $100 million through Sony’s "High Definition. Is in our DNA" campaign could go some way to alleviating consumer trepidation as related HD hardware prices continue to drop.
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