Garmin to start global TV ad campaign this month

During the first quarter earnings conference call today, Garmin's Chief Financial Officer Kevin Rauckman announced that a global TV campaign would kick up within the next 2 weeks, starting in the United States. It is going to be a serious investment for Garmin. The company expects to spend a bit over 7% of its revenue for the second quarter in marketing.

Our estimates - based on the trend of the revenue between Q1 and Q2 last year - shows that Garmin might spend $US40 to $US45 million in marketing in the second quarter of this year.

Last Ad creatives: mixed feelings
Last Ad creatives: mixed feelings
« The advertising is still in production but it will involve new creatives », said Kevin Rauckman. The latest TV advertising campaign from Garmin was aired in February in the United States during the Super Bowl and the theme of the advertising was received with criticism and mixed feelings (see our article here); we guess Garmin might do something more straightforward this time.

Wednesday, May 2nd 2007

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