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 user 2009-04-21 at 11:19:29 am Views: 39
  • #22179

    Kodak Zooms In on Women
    To advertise its printer and ink business, the company targets females in their 40
    Print, online and TV spots drive consumers to printandprosper.com.

    NEW YORK Kodak is using an arsenal of national media properties anchored by assets under the recently formed Women@NBCU banner to drive a value message for its fledgling printer and ink business.

    The new campaign, which directly challenges some of the leading competitors in the field, uses a combination of branded integrations on properties including Bravo, Oxygen and iVillage, and, to a lesser degree, Nickelodeon. Print, online and TV spots drive viewers to a Web site, printandprosper.com, where users can compare ink prices with those from brands including HP, Epson, Canon, Lexmark and Brother. Those companies either declined comment or didn’t return calls seeking comment on the Kodak campaign.

    Leslie Dance, vp, brand marketing and communication at Kodak, said the company is targeting “ultra-high burners.” Internally, said Dance, Kodak marketers profiled the consumers they’re after as female, “40, feisty and facing frugality.” These women, she added, are usually a family’s “memory keeper.”

    Market research, Dance said, also showed that “by far the largest consumer dissatisfaction with home printers is the cost of ink.”Deutsch, the Interpublic shop that won the estimated $40-50 million media account (printer and ink) last November, approached NBCU about anchoring the TV portion of the campaign around the  Women@NBCU properties.