Ken Crane's is a familiar brand in Southern California, a mini-chain that has provided the region's residents with televisions and components for more than six decades.

But to promote the unveiling of the world's largest plasma TV - a 103" Panasonic, available to consumers through only four US merchants - the retailer wanted to give its PR program a little kick.

Strategy
The TV-unveiling campaign had a multi-pronged goal, says Bob Gold, president of Bob Gold & Associates (BG&A), Ken Crane's ...