Video Software Dealers Association has raised will spend $10 million from its member retailers to launch a consumer awareness campaign intended to drive additional traffic into video stores. It will include advertising, publicity, point of purchase materials and cross-promotions with Hollywood studios and consumer product companies. The VSDA has established a committee that will meet in May to further develop the program and decide on whether to seek out an agency. The budget is expected to grow, with additional funding possibly coming from the studios.
Copyright March 1997, Crain Communications Inc.