Los Angeles-based e4L Inc., formerly National Media Corp., has begun to roll out a new nationwide television advertising campaign for its Everything4Less.com site.
Spending was not disclosed, but e4L said it will air the commercials over cable systems (including TCI, Time Warner, and Century Communications) a minimum of 10 times every day in each market on CNBC, CNN’s Headline News, A&E, and other similar programming. The 60-second commercials will be seen throughout the day in the largest 10 television markets in the U.S.
The commercials will feature TV moms such as Shirley Jones (“The Partridge Family”), Florence Henderson (“The Brady Bunch”), and Marion Ross (“Happy Days”).
Everything4Less is the company’s Internet and catalogue-based membership shopping service, which offers 800,000 products with low price guarantees.
E4L will continue to promote Everything4Less.com in the 2,000 half-hours of infomercials that National Media broadcasts nationwide each week, reaching all U.S. television households.
“The new television advertising campaign rings in an important new phase of our massive television campaign to support the launch of Everything4Less. By running our spots in the middle of regularly-scheduled television programs over some of the nation’s largest cable systems, we will build brand awareness as well as invite viewers to call a toll-free telephone number or enroll online to join the Everything4Less shopping service.
“We strongly believe that the battle for online shoppers is going to be won by the best-branded and best-known names. The ability to leverage our television clout and our television infrastructure makes the new campaign extremely cost-efficient and effective. We intend to fully utilize this unique ability to reinforce our position as a leader in the emerging e-commerce sector.”
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