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Marketing Shorts
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Business New Haven
2/21/2000
By: BNH
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Cronin Campaign
a Textbook Case
GLASTONBURY - The 1998 Gold EFFIE-winning advertising and public relations campaign created by Cronin & Co. for the state Department of Public Health's Breast & Cervical Early Detection Program is being used to teach college students nationwide about effective social marketing. The campaign has been included as a case study in the fifth edition of Advertising Principles & Practice (Prentice Hall), a textbook that will be used in college advertising classes beginning this semester.
“We selected Connecticut's breast cancer campaign because it exemplifies exactly how effective social advertising is accomplished,” says co-author and University of Colorado professor Sandra E. Moriarty. “The 1998 EFFIE brief, which describes the Gold-winning campaign, as well as the creative materials, will illustrate to college students how a successful advertising and public relations campaign is executed.”
Cronin's work for DPH was part of a statewide public awareness campaign to educate women on the importance of mammograms for early detection of breast cancer, as well as influence participation in early detection programs.
Area Agencies Honored
DANBURY - Connex International has retained DRC Advertising of Danbury to develop an awareness campaign. Connex Director of Marketing Donna Kuehn, is confident that the agency's business-to-business and advertising background will be an asset to the overall effectiveness of the campaign.
DRC's campaign, “Get More Done,” includes a magazine ad campaign, a direct-mail program and media scheduling and placement services. The agency will also handle the pre-show direct mail program to promote the company's participation in national trade shows. A four person account team that includes DRC prez David Clark, graphic designer Matt Obstgarten, copywriter Bryan Tomek and strategist Alice Nadin will collaborate on the long-term plan.
Kevin Hall Design, a graphic design and marketing communications firm in Milford, had its packaging design work awarded and featured for inclusion in the most recent “American Corporate Identity” annual. The book features the best work from across the country in the areas of corporate identity, package design and graphic design.
TCI Becomes AT&T
BERLIN - On February 1 TCI of Connecticut began its transition to the AT&T brand as part of a nationwide effort among all of TCI's systems, field offices, products and services. The announcement was made by Gary Perelli, vice president and area director of TCI's Connecticut properties. Customers will now begin to know TCI of Connecticut under a new brand name - AT&T Cable Services - as a result of the merger between Tele-Communications Inc. and AT&T, which was completed last March.
The announcement marks the beginning of a comprehensive effort to replace TCI branding across the state, in which the company employs 650 people serving 243,000 customers. Over the next several months, the AT&T brand name will begin to appear in all aspects of company business, from system signs, service trucks and employee uniforms, to advertising and marketing campaigns, as well as in phone greetings. Customers will continue to see the TCI name in some manifestations of the company's business until the transition is complete.
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