BMG Direct, a division of BMG Entertainment, launched a $5 million ad effort supporting its newest Web site, OnePriceCDs
. The campaign, running on cable TV, national radio, online and in print, touts the site's $9.99 price, which includes the CD as well as shipping and handling fees. Hanft Byrne Raboy & Partners, New York, handles. The campaign theme poses the question, "What if everything in the world was one price? Say $9.99."
Copyright October 2000, Crain Communications Inc.