SharpVision Plans Seven-Figure Marketing Campaign

SharpVision said it will back its new Digital Television (DTV) product line and its dealers with a million-dollar integrated marketing plan this fall.

The marketing strategy will be supported with a national advertising campaign, handled by Griffin Bacal. Shandwick International, Sharp’s public relations agency of record, will also play a role in the communications mix.

SharpVision is planning to advertise in print and on the Internet; plans for TV or radio have not been divulged. Also under consideration are cooperative spots with key retailers for both print and broadcast, as well as a possible series of events at SharpVision retailers.

“DTV will be to television what the CD was to music–in that it will revolutionize home entertainment as we know it with enhanced picture quality, Dolby Digital audio and future applications such as home networking and data broadcasting,” said Bob Scaglione, associate vice president, digital products division, Sharp Electronics Corp.

“DTV is a technology that will change everything from broadcast production to viewing and because it is somewhat confusing to the consumer, it really needs to be explained. This product line deserves and requires a superior ad campaign.”

Sharp Electronics recently created a new sales and marketing group, the Digital Products Division, comprised of product planning, marketing and sales, and focused on future digital consumer electronics products, with special emphasis on the further development of DTV for the U.S. market.

SharpVision DTV products, including the TU-DTV1000 DTV decoder, the 64-LHP5000 rear projection HDTV and the new XV-ZW99 widescreen DTV-ready LCD front projector, are scheduled to ship to dealers by November.

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