BREAKING THE MEDIA CLUTTER WITH FLOPPY ADS

Interactive Marketing Applications Revitalize The Floppy Disk

CHARLOTTE, NC, AUGUST 3, 1995 - Smart marketers see the floppy disk as an
effective means to reach Joe Consumer with impactful, engaging marketing
messages that break today's media clutter.

From Jaguar and Buick to Visa and Verbatim, corporate America is embracing
the technology for marketing communications, thus adding new life to the
2MB floppy disk as the primary distribution method of these messages.

According to recent research, an interactive program leaves a more lasting
impression than a single ad or printed piece. People retain:

* 70 percent of what they see, hear and interact with
* 40 percent of what they experience through sight and hearing
* 20 percent of sight-only material

"Electronic brochures augment your traditional marketing mix in a unique
way," says Harry Hoover, vice president of public relations at marketing
communications firm Loeffler Ketchum Mountjoy. "This new medium allows you
to wrap compelling editorial and advertising material together to engage
the consumer and build brand awareness."

According to Verbatim Corporation, one of the world's largest image and
data storage manufacturers, an increasing number of companies have
indicated interest in having electronic brochures replicated on disk.

"Costs for producing electronic brochures from design to replication are
comparable to producing a four-color brochure," says Jay Himes, Verbatim's
floppy disk product manager. "But with the disk-based product, you have
the ability to update it quickly at a lower cost than a printed piece."

Other benefits of disk-based communications tools are that they can be
mailed for about the cost of a first class letter whereas printed catalogs
can be expensive to print, distribute and mail, and disks have longer
shelf lives.

"The disk," Himes says, "seems to have higher intrinsic value than a paper
piece. People are less likely to throw out a computer disk than a brochure
or catalog."

"Today, we are in an era of fact-based selling. Consumers want more
information about the products they buy, particularly high ticket ones,"
Hoover says. "The floppy disk, which is rapidly and randomly accessible,
allows consumers to use a few key search words to go directly to the
information they want. This allows them to avoid the information they
don't need and reach a purchase decision much more quickly."

Hoover adds that marketers who acknowledge the intelligence of their
customers by using the new medium creatively will be rewarded with more
informed and loyal customers.

Verbatim's use of the medium is itself an example of creativity.

"We chose to reinforce our corporate position - Verbatim, your best defense
against data loss - through a screensaver program showcasing our Disaster
Series ads," says Himes. "One screen shows a truck loaded with matches
running off a mountain road and falling toward a fireworks store. A
caption above the building says 'Cheer up, Mac. At least we saved our data
on Verbatim disks.' "

Whether you use the floppy disk for an ad, a brochure or a screensaver
program, the vehicle itself helps build a company's image and credibility
as an industry leader.

And, creatively delivered messages can help you break through the media
clutter to build and cement the bond between you and your consumer.
 
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