Magazine article Marketing

Hoover Splashes out to Sweep Away Slump

Magazine article Marketing

Hoover Splashes out to Sweep Away Slump

Article excerpt

Hoover splashes out to sweep away slump

White goods manufacturer Hoover is planning to throw off its troubled image with a 3.2m [Pounds] multi-media advertising campaign which is set to break in early March.

Marketing manager Mike Gilbey confirms that the consumer advertising will now pursue the same track as a recent trade press campaign with the theme "Hoover - a New Beginning".

"The `New Beginning' image is an important part of our new campaign because for months others have been writing us off and putting words in our mouths," says Gilbey. "Now its time for us to have our say."

In 1989 wholesale job-losses hit Hoover at its South. Wales plant, attracting widespread media coverage and turning the company into a symbol of the slump in the white goods sector.

Hoover is using previews of the new campaign to court retailers, who report that the adverse coverage has dented public confidence in the company.

"We do get people coming in and asking whether Hoover will be around next year," says John Earl, showroom manager for the Sussex-based independent C H Seymour. …

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