"Pest-Control Firms Hope to Make a Killing With New Ad Campaign [Advertising]."
Wall Street Journal, 15 March 99, B11.
The pest-control industry plans to spend $15 million on an advertising campaign to increase their 17% market share of American households that currently hire pest-control companies.
The ads are designed to change the following perceptions: from "`Pests are a nuisance,'" to "`Pests are a danger'"; from "`Only a problem when visible,'" to "`The invisible threat'"; and from "`A necessary evil,'" to "`Responsible stewards of home, health and the environment.'"