The 2006 ECHO Awards are categorized, judged and presented by Primary Business Categories:

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Determine the Primary Business Category that Best Fits Your Entry

NOTE: Your campaign or program can only be entered in the competition once. Please choose the business category that most accurately describes the product or service. The ECHO Committee reserves the right to reassign entries to proper categories as necessary.

Not-for-Profit: Programs generated by a not-for-profit organization, such as charitable foundations, cultural institutions, trade associations or political/advocacy groups. Includes fundraising, public health and safety, public service and educational programs.

Financial Products and Services: Programs to market banking, securities, investments, loans, real estate, credit cards or other financial products or services.

Publishing/Entertainment: Programs to generate single sales or subscriptions for printed or electronic publications like books, magazines, newsletters, e-newsletters, periodicals or websites; drive ticket sales or traffic for films or theatrical events; stimulate viewership of television programming; promote electronic games and software; or stimulate lottery participation.

Communications/Utilities: Programs initiated by communications or utility companies, such as telecommunications carriers, electric or gas power companies, satellite or cable TV 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.

Automotive: Programs designed to generate automotive dealer traffic, promote brand/model loyalty, and/or market new or used vehicle sales or leasing, parts or accessories. Includes programs developed by automobile manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.

Information Technologies: Programs to market computer hardware, software, accessories, services, and/or upgrades, including educational programs sponsored by companies that market IT products. Does not include electronic entertainment (gaming) products.

Insurance: Programs that support the marketing of insurance products and services to consumers or businesses. Includes agent support programs, health benefits/maintenance plans, and third-party insurance offers.

Retail and Direct Sales: Programs created by retail establishments or non-retail enterprises to generate traffic, inquiries, sales or loyalty, or to enhance employee relations. Includes businesses such as department stores, specialty shops, equipment dealers, auto parts stores (but not auto dealerships), restaurants, health clubs/spas/grooming establishments, catalogers, mail order companies, continuity plans, video or music clubs, membership programs and buying clubs. Includes online and TV shopping enterprises.

Travel & Hospitality/Transportation: Programs to generate inquiries, sales or traffic for marketers of travel and transportation services, such as airlines, hotels, car rental firms, mass transit systems, tourism boards, cultural attractions, sports/entertainment venues, and timeshares/vacation properties. Does not include programs from automobile manufacturers, dealers or fleet operators.

Pharmaceutical/Healthcare: Programs created by pharmaceutical companies, healthcare providers such as hospitals and clinics, government-run health initiatives and manufacturers of health-related items to promote products and services that benefit the general health. Does not include fundraising efforts for hospitals and health-related causes or professional recruitment efforts.

Business and Consumer Services: Programs to market non-product offerings. This includes home and office maintenance, employer recruitment, postal/delivery services, government programs, professional services and educational programs. Does not include financial, travel, communications or health-related services.

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.

Advertising Media (Submit the proper samples for your entry)

Note: To protect the integrity of the judging, creative samples must 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 CD-Roms. Also, the agency name must not appear in the body text of the entry application. Obviously, self-promotion entries are an exception.

Flat/Dimensional Mail: All direct mail either flat or dimensional delivered to home or office by conventional postal services, courier or messenger. Submit actual sample. If actual dimensional piece is not available, you may send one or more color photographs (8 1/2” x 11”). However, you must send an actual copy of the letter.

Catalog: Promotional piece that includes specific product descriptions of multiple items, designed to generate retail traffic or non-store orders. Includes printed and electronic formats. Submit an actual sample of printed catalog (including order form) or CD-Rom or URL of online catalog as delivered to the target audience.

Print: Space advertisements, including free standing inserts (FSI) in publications. Submit tear sheets or inserts. Please mark clearly whether it is a magazine or newspaper ad and give publication dates. Photographic reproductions are not allowed. For split runs, please state how split was done.

TV/Radio/Infomercial: Broadcast advertisements in both spot and program length format. Submit TV and Radio samples on CD-Rom in one of the following formats: QuickTime, RealMedia or Windows Media Player. All entries must be submitted without agency identification. Please check quality of each recording before submitting. A copy of the script or storyboard must also be supplied. Please submit on plain white paper only (no letterhead).

NOTE: Videotapes, audiocassettes, and DVDs are not accepted!

Internet/Interactive Media: Electronic media other than television or radio including: fax, banner ads, websites, blogs, e-mail, text messaging, etc. All entries must be self-running applications and must be submitted for review in an appropriate digital form (i.e. website URL, CD-Rom, 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 any necessary user names/passwords required to access the websites. If the site is no longer live, a self-contained version of the site should be provided at a proprietary URL or on PC or MAC formatted Zip disk or CD-Rom. (Please indicate format.) Printouts of Website screens are not acceptable, nor are mocked-up versions of the site, as ease-of-navigation is a vital element in the evaluation of any site. Also, please try to avoid agency identification as part of the URL. For "static" executions, like landing pages or blogs, or for fax or text messaging campaigns, screen shots or hard copy samples are acceptable.

Telephone (Inbound/Outbound): Telephone sales and services programs. For outbound, submit a copy of the call guide (script) and, if available, a recording on CD-Rom. For inbound, submit source of calls, script, screens, etc.

Alternative Media: Non-traditional media and all other forms of media including package inserts, card packs, billboards, transit advertising, take ones, door-to-door solicitations, kiosks, point-of-sale materials, blimps, etc. Submit actual samples. If actual samples are cannot be submitted due to size or complexity, please send one or more photographs (8 1/2” x 11”).

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