While Eastman Kodak Co., Fuji Photo Film USA and Polaroid Corp. already extensively use TV and consumer magazines to market their products, other well-known photographic companies are turning to mainstream media to generate broader product awareness.
At the Photo Marketing Association's 70th annual convention and trade show this month in Atlanta, Nikon and Vivitar Corp. announced significant consumer ad campaigns.
"The new products coming out of Nikon appeal to many different target levels; therefore, we have to get the word out to a broader spectrum of consumers," said General Manager-Communications Jerry Grossman.
Previously, Nikon concentrated advertising in trade publicationsand photography enthusiast magazines.
The marketer of cameras and lenses would not disclose how much spending will increase beyond its $6 million 1993 print ad budget or how much it will allocate to consumer ad spending.
"We're planning a lot of new and different things for 1994," Mr. Grossman said, and even considering TV advertising.
Print campaigns from Ammirati & Puris, New York, will break in general consumer publications in April for Nikon's new 35Ti and in May for its N50 cameras.
Mr. Grossman said Nikon's consumer advertising will consist of building brand awareness as well as supporting individual products.
More and more, camera and film marketers are recognizing the importance of reaching the general market.
Previously, Vivitar allocated its limited ad spending to trade and enthusiast publications.
"The reason we're advertising the 500PZ in general-market publications is because it addresses a key category-compact, auto-focus, power zoom cameras that sell for under $200," said Charles Peralta, exec VP-general manager at Vivitar.
This is the first time in at least five years that the camera and lens marketer has had a dedicated consumer ad budget, which is being handled by Manhattan Communications, Manhattan Beach, Calif.
The estimated $1 million consumer print campaign will break in June in publications including Life, National Geographic Traveler and FamilyFun.
Returning to TV this year is Konica Imaging USA, with a reprise of its "Picture Yourself on `All My Children'*" sweepstakes.
Konica Advertising and Marketing Manager Paul Gordon said: "Last year's promotion generated record-breaking sales months for Konica film, so we wanted to build on what we had already gained on consumer recall in daytime TV."
An estimated $1.6 million campaign, created in-house, breaks on ABC during the week of May 23.