Back On TV, Bulova Time Again
Television ads are airing again for the brand already in the history
books for watch advertising firsts
Bulova, maker of the very first television advertisement (aired in 1941),
returned to its marketing roots this fall with three 30-second commercials.
Bulova and its retailer customers reported success in the markets where
Retailers will have another opportunity to use the ads in November and
December, says Francie Abraham, vice president of marketing. They are part
of a consumer advertising program that has generated double-digit increases
in the past two years.
The retailer-tagged ads focus on the past and the present. One notes
Bulova's role in the U.S. space program, including its trip to the moon;
others remind viewers of Bulova's long history in timekeeping. Each also
brings the message up-to-date with scenes from everyday life in the 1990s.
Also this spring, Bulova added two new women's Accutrons and three men's
models. In addition, its Marine Star line has become one of its best-sellers
nationally, totaling one-third of all Bulova brand sales. Echoing national
watch trends, a model with a blue face and one with blue subdials are particularly
popular (see picture), says Abraham.
From Bulova's Marine Star collection, this steel chronograph ($375 suggested
retail) is among the company's best-sellers. It's featured in a new print
and television ad campaign.
Bulova Corp., Woodside, NY; (800) A-BULOVA or (718) 204-3417.
by Michael Thompson
Copyright © 1998 by Bond Communications.