BET Unveils First-Ever Image Advertising Campaign to Position Network as Total Entertainment Package.WASHINGTON--(BUSINESS WIRE)--Dec. 8, 1999-- With a futuristic look and theme to parallel the new millennium, Black Entertainment Television (BET), a subsidiary of BET Holdings II, Inc., has embarked on its first-ever image advertising campaign. With creative designed by Detroit-based Don Coleman Don Coleman (born May 4, 1928) was an American football player. He was elected to the College Football Hall of Fame in 1975. Advertising, Inc. (DCA (1) (Document Content Architecture) IBM file formats for text documents. DCA/RFT (Revisable-Form Text) is the primary format and can be edited. DCA/FFT (Final-Form Text) has been formatted for a particular output device and cannot be changed. ), the objective of the campaign is to further position the network as the total entertainment package for African-American television viewers. "BET has established a position of strength and preference among African-American audiences, and it's important that we continue to meet the needs of our viewers," said Kelli Richardson, BET's Senior Vice President Corporate Marketing and Communications. "Our network is about to celebrate its 20th anniversary, and we believe this is the perfect opportunity to present new packaging on the network and its image. This campaign is not only exciting, but also showcases elements of our programming mix which some viewers and industry observers may overlook." Anchoring the campaign is a 60-second spot that will run on BET's core and subsidiary networks beginning this month. The campaign's production and placement carry a total market value of $5 million. Richardson said the strategy for television builds on momentum generated earlier this year with other print and radio ad placements. "To develop BET's new campaign, we considered its status as the preeminent television network for African-American audiences," said Don Coleman, President and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of DCA. "To execute the campaign, we decided to showcase the large array of programs BET offers, in addition to its music-oriented programming." The new spot opens on a dark, futuristic world with the principal characters having to go under ground in search of entertainment. The pair's first discovery materializes as the same bland programming on a sea of floating television monitors. Just as they appear to give up, the two find "the power, BET Star Power." Their discovery unleashes a special effects-driven montage of BET's hottest members of its programming menu, including Arabesque arabesque (ărəbĕsk`) [Fr.,=Arabian], in art, term applied to any complex, linear decoration based on flowing lines. In Islamic art it was often exploited to cover entire surfaces. Films, Live from LA, Comic View, Hits from the Street, BET Tonight, Rap City Rap City may mean:
"It is very important that the BET Star Power theme come through loud and clear with this ad," Richardson added. "Throughout the next year, much of our advertising, marketing and public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most material will echo our special anniversary theme, 20 Years of Black Star Power." Founded in 1988, award-winning DCA has since become the second-largest African American-owned advertising agency in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . BET is a part of a lengthy list of primary clients that includes DaimlerChryler, Kmart, Domino's Pizza For Domino's Pizza in Australia, New Zealand, France, Belgium, the Netherlands and the Principality of Monaco, see . Domino's Pizza, LLC (NYSE: DPZ) (LSE: DOM) is an international pizza delivery corporation headquartered just outside Ann Arbor, Michigan, United , Proctor & Gamble, General Mills and others. BET Holdings, Inc. is the first and only black-owned and operated media/entertainment company to provide quality television programming, products, and services specifically designed to appeal to African-American interests. Visit BET on the web at www.msbet.com |
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