Magazine article Marketing

Black and Decker Gets an Edge, While Levington's Top of the Heap

Magazine article Marketing

Black and Decker Gets an Edge, While Levington's Top of the Heap

Article excerpt

Black and Decker gets an edge, while Levington's top of the heap

In Adwatch terms the war is over -- the mower war that is. The war that kept trade hacks' typewriters ticking over every spring since 1980. The fact is that -- shock horror -- Flymo's arch-rival Qualcast has dropped out of the sector survey chart.

But before the bells start ringing out in Flymo's Newton Aycliffe HQ, it should take note that Qualcast is absent because it hasn't advertised on TV before the May 31 Adwatch cut-off date.

So what? some might say. But spring was traditionally the time punters rushed out to the local do-it-yourself carbuncle to buy a new lawnmower.

Qualcast's zero television spend in April 1991 compares with 650,000 [pounds] in the same month last year. Flymo has spent 800,000 [pounds] this April. Qualcast's marketing director Peter Dimloe says that there will be no TV advertising whatsoever for his brands this year. Instead the cash is being diverted to customer promotions -- "In the current economic climate it's the hard-up consumer who needs assistance," says Dimloe. …

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