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How much would you pay for a single object that can act as a doctor disguise, a food processor, a bacon caddy and a wiener holder? With the purchase of Cliffs Notes products, you can get a compact disc that does all these things and more! Now how much would you pay?
In honor of the Lincoln, Neb., company's 40th anniversary, Colle & McVoy Marketing Communications in Minneapolis developed a promotion offering a free CD with the purchase of certain Cliffs Notes products. Advertising for the promotion (shown here), including print, radio and spot TV, recalls the days of Ron Popeil, showing the many uses of CDs (besides the obvious). The promotion also includes a sweepstakes for other prizes, from Schwinn bikes to a Toyota truck.
The retro campaign plays to the natural appeal of all things past to college-age consumers, said Mark Fagerwick, the agency's sales promotion group director. Humor was certainly not overlooked. "It's a damn funny commercial," he said. --Aaron Baar