CNF Unveils 2000 Advertising Campaign; New Approach Promotes Company's Superior Position in Supply Chain Management Industry.Business Editors PALO ALTO Palo Alto, city, California Palo Alto (păl`ō ăl`tō), city (1990 pop. 55,900), Santa Clara co., W Calif.; inc. 1894. Although primarily residential, Palo Alto has aerospace, electronics, and advanced research industries. , Calif.--(BUSINESS WIRE)--March 23, 2000 CNF CNF Configuration (File Name Extension) CNF Conference CNF Conjunctive Normal Form CNF Could Not Find CNF Chin National Front (Burma) CNF Canadian Nature Federation CNF Cornell NanoScale Facility Inc., a $5.6-billion company that provides global supply chain services with businesses in regional trucking, air freight air freight n → flete m por avión air freight n → fret aérien air freight air n → Luftfracht f , ocean freight, customs brokerage, global logistics management and trailer manufacturing, will launch a new, $6 million, advertising campaign this week. Television ads are scheduled to run on CNN CNN or Cable News Network Subsidiary company of Turner Broadcasting Systems. It was created by Ted Turner in 1980 to present 24-hour live news broadcasts, using satellites to transmit reports from news bureaus around the world. , Fox News Channel and The Learning Channel (TLC TLC total lung capacity; thin-layer chromatography. TLC abbr. 1. thin-layer chromatography 2. ), and on PBS PBS in full Public Broadcasting Service Private, nonprofit U.S. corporation of public television stations. PBS provides its member stations, which are supported by public funds and private contributions rather than by commercials, with educational, cultural, stations KQED (San Francisco) and Oregon Public Broadcasting Oregon Public Broadcasting (OPB) is the primary public broadcasting network for most of Oregon as well as southern Washington, with (as of 2006) over one million viewers throughout that region and an average of over 380,000 radio listeners each week. . Magazine ads will run in Business Week, The Economist, Forbes and Fortune. Internet ads will run on The Wall Street Journal's interactive edition (www.wsj.com) and Yahoo! (www.yahoo.com). In a departure from traditional freight transportation advertising that often depicts the tools of the trade (trucks, planes, fork lifts, etc.), CNF's new TV advertisements will drive home the importance of complete supply chain management to today's businesses through ironic comparisons to everyday life. Citigate/San Francisco, the company's long-time advertising agency, provided creative and management services for both the print and broadcast campaigns. "These print and broadcast ads are informative about supply chain management while having a sense of humor Noun 1. sense of humor - the trait of appreciating (and being able to express) the humorous; "she didn't appreciate my humor"; "you can't survive in the army without a sense of humor" sense of humour, humor, humour . It is a unique approach in our industry," said James Allen, vice president, public affairs and corporate communications. Magazine ads will stress the importance of supply chain management. The ads feature short case studies showing how effective supply chain management practices allow consumers to obtain common items -- such as sporting goods, apparel and automobiles -- when they want them. "Supply chain management is becoming part of the business vocabulary," said Citigate Creative Director John McClave. "The task of this campaign is to associate it indelibly with the CNF brand in a memorable way." Internet advertising will be used to create additional exposure for the CNF brand while also generating traffic to CNF's websites. The banner ads will be linked to a "jump page" which will reside at http://www.freight.com. The jump page will act as a central source for services and information regarding all CNF companies. CNF's new advertising campaign was also developed to promote the company's new name and position in the industry. To allow more flexibility in portraying its role in providing a comprehensive array of services for supply-chain management, CNF recently changed its name from "CNF Transportation Inc." to the more simply stated "CNF Inc." CNF is a $5.6 billion management company of global supply chain services with businesses in regional trucking, air freight, ocean freight, customs brokerage, global logistics management and trailer manufacturing. Additional information and news about CNF and its family of companies is available on the CNF web site at http://www.cnf.com. |
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