Magazine article Drug Topics

American Greetings Bent on Becoming the Birthday Company In

Magazine article Drug Topics

American Greetings Bent on Becoming the Birthday Company In

Article excerpt

American Greetings, Cleveland, is kicking off a multimillion dollar "birthday campaign" that will extend over the next few years. The campaign for the company's birthday card line is targeted to women aged 25 to 54.

Birthday cards alone generate some $1.5 billion at retail annually on an industrywide basis, according to the company. And at AG itself, birthday cards and related products from gift wrap to party accessories account for more than 38% of the firm's annual sales volume. (The firm reported $1.7 billion sales volume for all its subsidiaries in its recent annual report.)

AG is introducing a new promotional character--Birthday Bear--as well as a national ad campaign, sales promotions, and retail events.

Each phase of the marketing mix will be unveiled as part of a strategic plan, beginning with advertising and followed by a public relations campaign related to a specific cause, such as conservation. A full range of retail promotions customized for specific retailers will be available. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.