Avon FY 2005 Beauty Sales Rise 6%;Firm Reveals Ad Plans For '06

摘要

Avon will quadruple television advertising efforts in the U.S.this year and plans to double the duration of its print ad campaign as part of the company's growth strategy in the region,CEO Andrea Jung said during a Feb.2 earnings call.TV spots will air 42 weeks in 2006,compared with 11 weeks in 2005,according to Jung.Print advertising will run for nine months compared to four months last year,she added.The ramp-up demonstrates a move from a "launch and abandon" advertising strategy to a "continuity strategy that continues to build awareness and stimulate" purchasing through the year,Jung explained.Global ad spend will increase 50% in 2006,with the U.S.representing the largest dollar increase,she noted.