Zenith Electronics Corporation is kicking off a fall advertising campaign to position the brand as "the ultimate authority" in digital high-definition television (HDTV). The expensive technology has
not met with consumer acceptance up to this point. However, Zenith will bow 30- and 15-second spots on Sept. 1, that try to capture the high-resolution quality of HDTV technology. The commercials,
along with a consumer and trade print campaign, represent a $30-million-plus marketing effort, Zenith's largest national advertising presence in decades, according to Sam Caputo, Zenith's director of
advertising and brand management. The campaign was produced by Zenith and its New York-based ad agency Avrett Free & Ginsberg.