RCA gets $35 mil in ads

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Electronics, Indianapolis, is supporting RCA with the venerable brand's biggest-ever ad push, an estimated $35 million campaign from Lowe Lintas & Partners Worldwide, New York. The advertising includes five TV spots shot in high-definition TV, 20 print ads and seven radio spots. Creative attempts to contemporize the brand of Nipper and Chipper, and appeal to younger consumers. A spot breaking next week for the RCA DTC-100 multimedia monitor simulates movie footage and highlights the product's clarity with an icon depicting picture sharpness and an "HD'' movie rating.

Copyright December 1999, Crain Communications Inc.

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