Pentax goes Upmarket

[Christine Aguila]

----- Original Message ----- 
From: "Paul Stenquist" <pnstenquist at comcast.net>


> Pentax ran a 4C, full page ad in the Sunday New York Times Magazine.
> (The spilled martini K20 and 200 ad). That's one of the most
> expensive buys in advertising. But it's also great demos for Pentax:
> high income, well educated, interested in arts. Great potential for
> newbie advanced amateurs who haven't committed to a brand. Looks like
> they're using their heads and opening the pocketbook. My only quibble
> would be that the focus of that ad is somewhat narrow, but it's
> probably the only slick piece of adwork available at present.
> Paul

I'm in total agreement with you here, Paul.  I did a quick 2 minute google 
search to see if I could find the agency of record for pentax--anywhere--but 
came up with nothing.  Paul, do you have a Red Book by you handy?  I'm sort 
of interested.  If this is the "only slick piece of adwork available at 
present" doesn't the suggest the ads are coming out piecemeal as opposed to 
1 ad being part of a coherent  ad campaign ready to run!?  When I first saw 
the ad, I thought it nice as is, but, like you, way too narrow for a new 
product launch ad. What do you think? In the late 80s, if I remember 
correctly, a 4C, full page 1x rate ad in Time Magazine was about one hundred 
thousand.  I can only imagine what it's up to now.  And the NY Times?  Well, 
tons to be sure.  Hmmmmm . . .
Cheers, Christine