GreatEntertaining.com Launches $10 Million Campaign Aimed at Women

Online party supply company Great Entertaining Inc. began a $10 million integrated marketing campaign to drive consumers to its new Web site.

The campaign, which runs through June, combines television, consumer magazines, newspapers, online and direct mail advertising.

It consists of a series of ads targeted at women that carry a direct response mechanism, enabling the company to monitor and measure the effectiveness of the campaign.

“With the busy holiday entertaining season just around the corner, our goal is to reach consumers as they begin to put their party plans in place,” said Tanya Roberts, chief executive officer of Great Entertaining.

“Our emphasis on direct response advertising will allow us to react quickly to necessary changes in placement or creative, and ensure that every dollar spent provides measurable results.”

Television advertising will run on several cable stations, including Home & Garden TV, Lifetime, the Learning Channel and Food TV. Print ads will appear in metropolitan newspapers throughout the U.S. and in a variety of magazines targeted at women with children, including Better Homes & Gardens, Martha Stewart’s Living, McCalls, Working Mother and Parents.

A. Eicoff & Company, a division of Ogilvy & Mather specializing in broadcast advertising, is responsible for the creative and media buying for Great Entertaining’s television campaign.

The company’s magazine and direct mail advertising is managed by Novus Marketing, which specializes in print media.