Magazine article Marketing

Exchange & Mart Sold on Bolder Image

Magazine article Marketing

Exchange & Mart Sold on Bolder Image

Article excerpt

Exchange & Mart sold on bolder image

The buyers and sellers paper Exchange and Mart (E&M) is aiming to shake off its narrow image as a medium largely for used cars with a bold new advertising strategy which breaks next month.

The ads, created by agency Howell Henry Chaldecott Lury, will attempt to show the breadth of products that can be sold or brought through the 122-year-old United Newspapers-owned paper. The advertisements are meant to raise awareness of the new - as well as old - products which can be bought through its pages.

"There's a whole pool of people who think you can only buy cars from Exchange and Mart," says account director Graham Bednash. "We wanted something that was punchy and simple to show the range of products available."

Goods on sale through E&M range from car telephones, cookers, and DIY equipment to new bathrooms. In the past the paper has concentrated on giving the message that it is the "pre-eminent medium" for used cars, says Bednash. …

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