News
NARM Announces
Advertising Award Winners
NARM announced the winners of its annual Advertising Awards
competition during a luncheon at the organization's 39th Annual Convention in Orlando,
Florida on March 11.
These Awards recognize outstanding achievement in newspaper,
magazine, radio and television advertising, direct mail pieces, point-of-purchase
materials, special media, and overall advertising campaigns created by NARM member
retailers and wholesalers (including rack jobbers, one stops and independent distributors)
during the 1996 calendar year. Entries are divided into advertisements directed to the
trade (within the industry) and those aimed at the consumer.
Advertising, graphic arts, printing, radio, and television
production professionals handled the judging. Here are the winners by category:
NEWSPAPER INSERT
Retailer: Camelot Music, "Stick It In Your Ear," featuring a cool and
somewhat provocative message for Camelot, and a tagline that appeals to today's music
buyer.
MAGAZINE AD
Wholesaler (Trade): Sony Music Distribution, "Imagine A World Without Black
Music," which speaks candidly on a controversial topic - the role of black music in
American life.
BEST DIRECT MAIL PIECE
Retailer: Borders, Inc., "Grand Opening Introductory Image Mailer," with
faces representing unique facets of what makes Borders interesting and exciting.
Wholesaler (Trade): Valley Record Distributors,
"Distribution Works," a unique piece designed to inform record labels about the
infrastructure Valley has built to service its customer base.
POINT-OF-PURCHASE ITEMS
Retailer: Wherehouse Entertainment, "Where? The Wherehouse Sale," which
resurrected an old and very successful slogan, and paired it with a geographical motif
giving the impression that The Wherehouse can be found anywhere.
Wholesaler (Trade): Handleman Company, "Catch The
Spirit," an inspiring campaign consisting of cardboard floor displays, header cards
and flyers promoting the Alternative Contemporary Christian genre.
SPECIAL MEDIA
Retailer: Tower Records/Video/Books, "Lincoln Center Grand Re-Opening
Invitation," a CD-inspired invitation loaded with subtle design elements, including a
line drawing of the store's new interior and a label warning of "Explicit Fun."
Wholesaler (Trade): Unison Music Distribution, "Jazz
Sampler," a colorful bi-fold brochure complete with an eye-catching design, upbeat
copy, and a CD sampler, all paving the way for a successful launch at retail.
RADIO SPOT
Retailer: Wherehouse Entertainment, "Pay Phone," featuring a zany radio
disc jockey character called DJ Frosty taking a call from a nervous shopper.
Wholesaler (Trade): Handleman Company, "Beatles Original
Band," which takes a retrospective look at the solo efforts by John, Paul, George,
and Ringo, and creatively groups them together to form The Beatles.
TELEVISION SPOT
Retailer: Borders, Inc., "Classics For Dummies," a different approach
that combines creativity with standard co-op material.
BEST OVERALL ADVERTISING CAMPAIGN
Retailer: Tower Records/Video/Books, "Lincoln Center Grand Re-Opening
Campaign," created when Tower moved back to its 66th & Broadway location in
Manhattan. Highlights of the 10-day saturation campaign included newspaper ads, radio and
cable TV spots, subway signage, billboards, in-store performances, radio remotes, and a
major public relations effort culminating in the ribbon-cutting ceremony.