Best Buy readies next wave of 'Turn on the fun' ads

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Best Buy Co., Eden Prairie, Minn., is developing the second phase of its $100 million "Turn on the fun" campaign and will unveil three new TV spots in April. The next phase of the effort, created in-house, is expected to focus on men ages 16 to 24 and 18 to 49, with a greater diversity of media, including general-interest and entertainment magazines, targeted radio, and Web ads. Also, the tech retailer is plotting its entry into the New York/New Jersey metro area with 16 stores, the first of which are expected this summer. Best Buy is evaluating outdoor opportunities and extensive event marketing surrounding those openings, said Julie Engel, senior VP-advertising.

Copyright February 2000, Crain Communications Inc.

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