Supplier News

NEW ADS SHOWCASE BULOVA'S MARKETING MUSCLE A new marketing team at Bulova Corp. has wasted no time creating new consumer advertising to support a bolstered product line. The past year was good for the 121-year-old U.S. firm, a division of the Loews Corp. Sales rose 25% overall, 15% for 14k gold watches and 20% for a revamped Caravelle line, says Chief Executive Officer Herbert Hoffman. The increases occurred without a large-scale consumer advertising campaign in 1995. This year, the company's strategy is vastly different, starting with a nearly $8 million budget, up 25% from 1995, for advertising, marketing and in-store programs. A new advertising campaign aimed at consumers adds a "human element" to the traditionally strong product emphasis. "We'd like to reach a somewhat younger group, where quality time and real value are important," says Fae Druiz, director of marketing servi
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