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Article: DirecTv anti-cable campaign breaks this week. (DirecTv Inc.) (includes related article on supporting the Dish Network direct-broadcast satellite services)
- Article from:
- Multichannel News
- Article date:
- February 23, 1998
- Author:
CopyrightCOPYRIGHT 1998 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DirecTv Inc. is turning up the heat against its cable competitors with a new television-ad campaign set to break tonight (Feb. 23).
And according to Tom Bracken, DirecTv's vice president of advertising, the timing of the ad launch - coinciding with announcements of cable-rate increases across the country - is no accident.
"We want DirecTv to be top-of-mind," Bracken said. "We want to be the first thing that consumers think of when they're thinking of dropping cable."
The new TV-ad campaign follows fast on the heels of the company's print campaign - also directed toward cable subscribers that are looking at rate increases - which launched in 18 major ...