LG Mobile Phones further outlined its major advertising campaign for the U.S. market, a move the company has discussed during the past few months as it looks to raise awareness of the LG brand.
The company said the multimillion dollar advertising push, the biggest since it entered the U.S. market in 1998, would include advertising in major national and local print media, broadcast outlets, movie theatres and high-profile outdoor media. The company will focus on publications including Entertainment Weekly, Rolling Stone, Cosmopolitan, Premiere and InStyle, and will also use billboards and commercials in theaters and on TV throughout Los Angeles and New York.
“The feedback we were getting from consumers was that they saw LG mobile handsets as being stylish in a worldly type of way,” said Jeff Hwang, vice president of marketing for LG Mobile Phones. “We carried that theme into our campaign to communicate the sophisticated look and ambitious feel of our 2003 product lineup.”
Research firm Strategy Analytics announced in its latest quarterly wireless handset update that LG used its 8-percent annual sell-in growth to push past Sony Ericsson Mobile Communications for the No. 5 worldwide handset maker slot. Strategy Analytics said only the favorable euro exchange rates kept Siemens in the No. 4 slot ahead of LG in total handset sales revenues.
Strategy Analytics also said Nokia Corp. lost some of its CDMA market share, and global handset sell-in grew at a healthy 16 percent rate year-over-year in the first quarter of 2003. The firm said healthy demand sparked sell-through growth of 19 percent to 113 million units year over year.
