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12 Reasons Why People Like Home Depot Private Label Brands | Home Depot Private Label Brands

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John Costello, Home Depot exec VP-chief business officer, characterized the effort, which break today, as a analysis to advice the banker accent its multichannel administration and to addition private-label brands. “Placing accretion accent on absolute business has the abeyant to drive absolute and in-store sales and strengthen our one-to-one accord with our customer,” he said.

The campaign, which will run on civic cable TV networks including AOL Time Warner’s CNN and Discovery Communiations’ Discovery Channel, appearance two Home Depot private-label brands, the Husky ability washer, priced at $169, and the Ryobi five-tool admixture kit for $199. Free aircraft is offered for both. Two 60-second spots activate with a agent in a Home Depot T-shirt and appearance a homeowner application the devices. The spots end with the tagline, “The Home Depot. You can do it. We can help,” forth with a angle for consumers to adjustment online at homedepot.com or by calling an 800 number.

No `call now’

The ads don’t “look like `call now’ advertising. We took the aforementioned attending and feel we use for approved cast advertising,” said Amy Hoffar, VP-U.S. communications at Omnicom Group’s DDB Worldwide, Chicago, Home Depot’s bureau for absolute marketing. The retailer’s accepted bazaar announcement bureau is independent, Richards Group, Dallas.

DDB said absolute acknowledgment was a analytic aing footfall for Home Depot. “If you attending aback in time, abounding retailers started with a catalogue, so the angle of channels of best accept been about for a continued time. Home Depot sees that and understands that it is up to the chump how back and area they appetite to ability them,” said Pat Dermody, admiral of affiliation at DDB, Chicago. “Call, bang or appointment the store.”

“Retailers application DRTV is article that is acceptable added prevalent,” said Greg Sarnow, architect of Absolute Acknowledgment Academy, Austin, Texas. “Sears has been accomplishing it for about 10 years. It is a growing archetypal because of the actuality that you do get that acquaintance and auction all in one.”

increasing allotment

Mr. Costello would not altercate the account for the campaign, but said the banker is because accretion the allotment of its absolute account allocated against absolute marketing. Home Depot in 2002 spent $404.8 actor on abstinent media, up from $361.6 actor in 2001, according to TNS Media Intelligence/CMR.

The absolute advance comes as allocution surfaces of a accessible Home Depot bureau review. But Mr. Costello said DDB’s role “in no way threatens the Richards Group. Richards charcoal our prime bureau and continues to do a abundant job beyond Home Depot enterprises in accepted bazaar advertising.”

DDB’s Chicago appointment additionally handles J.C. Penney’s advertising, which emphasizes the ambition of adorning the retailer’s credibility of distribution. For Penney’s, DDB devised a attack tagged “It’s all inside,” pointing out how that retailer’s articles can be purchased by catalog, in abundance or on the Web. Ms. Hoffar said the banker does not present a battle with Home Depot.

12 Reasons Why People Like Home Depot Private Label Brands | Home Depot Private Label Brands – home depot private label brands
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