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Primary Business
Categories - For Service and Product(s)
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NOTE: You may enter a program
or campaign only once. Please choose the
category that most accurately describes the
product or services. ECHO Committee reserves
right to reassign entries to proper categories
as necessary.
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| 1. |
Not-for-Profit:
Programs generated by a not-for-profit organization,
such as charitable foundations, cultural institutions,
trade associations, political/advocacy groups
(this includes fundraising, public health
and safety, public service and educational
programs). |
| 2. |
Financial
Products and Services: Programs to
market banking, insurance, securities, investments,
loans, real estate, credit cards or other
financial products or services. |
| 3. |
Publishing:
Programs to generate single sales or subscriptions
for printed or electronic publications like
books, magazines, newsletters, e-newsletters,
periodicals or websites. |
| 4. |
Communications/Utilities:
Programs initiated by communications or utility
companies, such as telecommunications carriers,
electric or gas power companies, film studios,
television networks and broadcasters, cable
TV networks or franchise operators or internet
and broadband service providers to generate
sales, inquiries or support; increase/maintain
share; or increase distribution for their
products and services. |
| 5. |
Automotive:
Programs designed to generate automotive dealer
traffic, promote brand/model loyalty, and/or
market new model sales or leasing. This includes
programs developed by automobile manufacturers
and marketing organizations, leasing companies,
dealer groups or individual dealerships |
| 6. |
Information
Technologies: Programs to market computer
hardware, software, accessories, services,
and/or upgrades (includes educational programs
sponsored by companies that market IT products). |
| 7. |
Retailing:
Programs created by retail establishments
to generate traffic or sales for businesses
such as department stores, equipment dealers,
specialty shops, auto parts stores (but not
auto dealerships), restaurants, showroom,
health clubs/spas, grooming establishments,
etc. |
| 8. |
Direct
Response Sales: Programs to generate
inquiries or direct sales for products distributed
by non-retail enterprises such as continuity
plans, single-item mail order offers, catalogs,
video or music clubs, membership programs,
etc. This includes online and TV shopping
enterprises. |
| 9. |
Travel
& Hospitality/Transportation: Programs
to market travel and transportation services,
such as airlines, hotels, car rental services,
mass transit systems, tourism, attractions,
entertainment venues, and timeshares/vacation
properties. Does not include programs from
automobile manufacturers, dealers or fleet
operators. |
| 10. |
Pharmaceutical/Healthcare:
Programs created by pharmaceutical companies,
healthcare providers such as hospital health
maintenance organizations, health benefits
providers and manufacturers of health related
items to promote products and services that
benefit the general health. Does not include
fundraising efforts for hospitals and heal-related
causes or professional recruitment efforts. |
| 11. |
Business
and Consumer Services: Programs to
market non-product offerings. This includes
home and office maintenance, employer recruitment,
government programs, professional services
and educational programs. Does not include
travel or communications related services. |
| 12. |
Product
Manufacturing and Distribution: Programs
initiated by manufacturers or their non-retailing
intermediaries to generate sales, inquiries,
or support; enhance brand loyalty; increase/maintain
market share, or expand distribution channels
for their products. This includes packaged
goods offerings such as food/grocery products,
beverages, personal care products (not pharmaceuticals
or medications), industrial products and cleaning
suppliers. Does not include automotive, telecom,
computer and technology manufacturers or distributors. |
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Advertising Media
(Used to Promote Your Services or Products)
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NOTE: To protect the integrity
of the judging, your samples may not have
markings that could identify the creative
group or agency, including letterheads, visible
watermarks, labels, credits in the code of
digital entries, or leads on video, audiocassette
or CD-ROMs. Also, do not include the agency
name in the body text of the entry application.
Obviously, self-promotion entries are an exception.
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| A. |
Flat/Dimensional
Mail: All direct mail (flat and dimensional)
includes sample products, pop-ups, premiums,
dimensional involvement devices, etc. Submit
actual sample. If actual dimensional piece
is not available, please send a (8 1/2 x 11)
color photograph; however, you must send an
actual copy of the letter. |
| B. |
Catalog:
Promotional piece that includes specific product
descriptions; whose primary objective is to
generate non-store orders (both business-to-business
and consumer). Submit an actual sample of
catalog (including order form). |
| C. |
Print:
Space advertisements, including inserts in
publications. Submit tear sheets or inserts.
Please mark clearly whether it’s a magazine
or newspaper ad and give publication dates.
Overlays are not allowed. For split run, please
state how split was done. |
| D. |
TV/Radio/Infomercial:
Broadcast and cable advertisements, including
infomercials. A 3/4-inch videotape or 1/2-inch
VHS video is acceptable. For radio, submit
an audiocassette recording. All television/cable
commercials must be submitted, with a six
second black leader and will be shown to the
judges on television screens. Please check
the quality of each tape before submitting.
A copy of the script or storyboard must also
be supplied. Please submit on plain white
paper only (not letterhead). NOTE: Videotapes
from outside the U.S. A. must be NTSC compatible
with U.S. video players (VHS or 3/4 -inch
videotape). (BETA cassettes and DVD are not
accepted). |
| E. |
Internet/Interactive
Media: Electronic media, other than
cable and television broadcasting including:
fax, banner ads, websites, e-mail, etc. All
entries must be self-running applications
and must be submitted in the appropriate form,
(i.e. web-site URL, PC based CD-ROM, floppy
disc or Zip disk. To save judges’ time,
submit a list of plug-ins used in any Internet
sites (such as Shockwave, Real Video etc)
as well as URLs (web address), along with
user names/passwords required to access the
site. If the site is no longer live, a self-contained
version of the site should be provided on
PC or MAC formatted Zip disk. Printouts of
screens are not acceptable, nor are mocked-up
versions of the site, as ease-of-navigation
is a vital element of any site. |
| F. |
Telephone
(Inbound/Outbound): Telephone sales
and services programs. For outbound, submit
a copy of the call guide (script) and, if
available, a cassette recording. For inbound,
submit source of calls, script, screens, etc. |
| G. |
Alternative
Media: Non-traditional media and all
other forms of media including FSIs, card
packs, billboards, take ones, door-to-door
solicitations, kiosk, point-of-sale, blimps,
etc. Submit actual samples. If actual samples
are not available (billboards), please send
(8 1/2 x 11) color photograph(s). |
| H. |
Multimedia/Integrated
Media: Program that utilized two or
more advertising media types in an integrated
manner (i.e., print, mail and/or TV). Please
describe the results for each medium used.
Submit actual samples of all creative materials
used to implement program, including audiocassettes
or videotapes. |
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