Print this page

Call # 659 - Advertising

Galina Stoyanova , Librarian, Business & Economics Department,

An appropriate part of our collection to be mentioned on our blog approaching the Holidays Season.

“Advertising is totally unnecessary. Unless you hope to make money.” – Jeff I. Richards.

It’s easy to understand why the people who are responsible for selling goods have so often turned to the cat for help. There’s no doubt about it – cats are eye-catching. They’re interesting to watch. They are cute and curious. Sometimes they act silly, mysterious, or regal. And they add pizzazz to ads, making a product look better than its competition, even if both products are basically, the same. Felines advertise everything from household cleaners to sewing thread, magazines to cigars, theater productions to wine, blankets to perfume, ice cream to cat food. When there is a phenomenon the word to describe it follows. How about creating a catalog term for “Catvertising?” There are plenty of books devoted to the subject.

 

Cats_advertising

The 1977 Neiman-Marcus Christmas Book featured “T.J.” the cat on its cover. The cat played a key role in the company’s fiftieth anniversary holiday festivities – T.J.’s image was emblazoned on the sides of a corporate jet and a real life T.J. accompanied Neiman-Marcus executives in the plane on the Christmas Cat Patrol. Its mission: to deliver special advance copies of the catalog to the cities where the company’s retail stores were located. The Christmas Book was mailed to 1.6 million people that year.

Another famous cat in advertising was Morris, the eccentric spokescat for 9-Lives cat food, made by Star-Kist Foods, Inc.  His “finicky eater” philosophy was the company’s successful selling strategy for many years.  (“The cat that doesn’t act finicky soon loses control of his owner”)

Cats have also become brands, even more so with the advent of social media.

Cats

It’s been fun blogging about cats, but it’s time to also mention a very valuable addition to the Advertising part of LAPL collection – Standard Rate and Data Services is now available as one of our electronic databases. SRDS provides essential data on more than 125,000 media brands including digital, consumer magazines, business publications, direct marketing, newspapers, radio, TV/cable and more. Entries include publication profile, contact information, advertising rates, mechanical requirements, copy regulations and circulation. SRDS data team updates listings daily to stay on top of the constant changes.

SRDS in hard copy was only available in Business and Economics Department at Reference Desk. Now, the database is available from any computer to all patrons with valid library card. In the near future, there will be more in our blogs on how to use SRDS, but right now, it’s a brief introduction. To illustrate what can be found using the SRDS please see the example:

Belvoir Media Group Pet Masterfile        Mid 747537-000

SRDS Updated/Confirmed: Oct 19, 2014

Datacard Description

THE BELVOIR PUBLICATIONS PET MASTERFILE IS AN UNDUPLICATED FILE CONSISTING OF ALL THE DOG AND CAT NEWSLETTER SUBSCRIBERS OF BELVOIR PUBLICATIONS. TITLES INCLUDE: WHOLE DOG JOURNAL, CATWATCH AND DOGWATCH.

THESE INFORMATIVE NEWSLETTERS CONTAIN ARTICLES TO HELP PET OWNERS UNDERSTAND AND RESPOND TO THEIR PETS' BASIC MEDICAL, NUTRITIONAL AND BEHAVIORAL NEEDS. READERS ARE ALSO KEPT INFORMED OF THE LATEST REMEDIES, NUTRITIONAL INFORMATION AND PRODUCT EVALUATIONS.

Summary Description

Unduplicated file of all the dog and cat newsletter subscribers of Belvoir Publications.

20% male, 65% female.

Manager Website: http://www.rmidirect.com

List Source: Direct mail DTP/renewals

GENERAL CONTACT INFORMATION

Rfi-icon2 Request for Information: cforbes@rmidirect.com

List Manager: RMI Direct Marketing, Inc.

Address: 44 Old Ridgebury Rd., Plaza One, Danbury, CT 06810

Email: info@rmidirect.com

Phone: 203-798-0448

Fax: 203-778-6130

PERSONNEL

Key Contact: Acct Exec—Carol Forbes

Email: cforbes@rmidirect.com

Phone: 203-825-4634

Fax: 203-207-8534

---------------------------------------------------------------------------------------

Enjoy your Holiday shopping and don’t fall victim to false advertising! 

Cats


Top