UPFRONT 1997: Consumer Electronics

New technologies, products are heating up big campaigns and brand-building; spending likely to top $100 million this year





Accelerated new-product schedules will drive media spending and marketing efforts in consumer electronics, photography and home appliances this fall. All three categories were stuck in the doldrums in the early ’90s, but now a flurry of new technologies are sparking new campaigns and other brand-building activities. Ad spending will likely exceed the roughly $100 million spent annually by the top five players to raise brand value, thereby diffusing the discounting mentality in the category.





Long considered a staid industry, home appliances will be heating up this year with Maytag’s introduction of horizontal-access washers.