Citizen Promotes Eco-Drive Watches

Citizen Watch Co. this fall is conducting the most intensive ad campaign in its history, to promote its newly style-conscious collections of Eco-Drive watches. Every two weeks from mid-September through early December, the company will launch a new Eco-Drive watch and an advertising effort to support it. The campaign represents Citizen's biggest investment yet in advertising for the fourth quarter (the most important season for watch sales). The budget for the print portion alone (weekly magazines and national and local newspapers) is $6 million to $8 million, Citizen's single largest commitment to print, say company officials. Altogether, the campaign is expected to produce some 1.2 billion media "impressions" (i.e., viewings by individual consumers). Eco-Drive will "be in the consumer's eye throughout the entire [fourth quarter] season," says Peter Nicholson, Citizen's vice president o
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