Alberto-Culver
This article was originally published in The Rose Sheet
Executive Summary
Print ads for VO5 Silver appearing in Modern Maturity, New Choices, Prevention and Reader's Digest. The spots advise readers to "Discover Silver Instantly" and feature a man with gray hair before and after use of the color cream. The company plans to start focusing its advertising effort on print spots rather than TV ads, although Alberto will spend $1 mil. on 10-second commercials that will tie into programs with mature audiences in September. The ad spend also includes a direct mail effort, slated to kick-off in September...