eBay launches national campaign

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Internet trading company eBay, San Jose, Calif., said it will launch its first national broadcast and print campaign the week of Oct. 19 to build brand awareness and increase consumer trial. Acme Idea Co., South Norwalk, Conn., a new agency whose founders include former Grey Advertising executives Carol Herman and Scott Kulok, handles. Spending was not disclosed. Radio ads are to run nationally for five weeks on more than 10,000 stations. Print breaks in November and will appear in Parade, People, Entertainment Weekly, Newsweek and Sports Illustrated. Ogilvy & Mather Worldwide and Acme handled media buying. eBay, founded three years ago, is a personal trading Web community that uses an auction format for trading items in more than 1,000 categories, including, books, collectibles, computers and sports memorabilia. Former Pepsi-Cola Co. Chief Marketing Officer Brian Swette is senior VP-marketing.

Copyright October 1998, Crain Communications Inc.

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