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Dacor Debuts New Cable TV Ad Campaign
Sep 9, 2003
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DACORĀ®, a leader in high-end kitchen appliance design, manufacturing and distribution, debuted its first-ever cable television campaign on HGTV and Food Network. To be tested initially in the San Diego, CA, U.S. market, the campaign may run nationally depending on results.

DACOR is partnering with Standards of Excellence, the largest appliance dealer in San Diego County, as part of its regional marketing branding
initiative. Dealer information and locations are identified at the end of each spot. The 90-day test campaign runs September to November 2003
with three different 30-second spots in rotation.

DACOR said it targeted the fall schedule to coincide with the pre-holiday sales season, as well as to support its new, national print campaign, "Discover DACOR," which launched in June. The three ads showcase the DACOR brand association with innovation, performance, and
consumer values such as family-owned and American-made.

"While this cable initiative is new to DACOR, it is a logical extension of the higher profile approach we have been establishing in the market. We look forward to working with Standards of Excellence on our cable test market because it is a proven leader in the appliance distribution field, as well as our national dealer network as the campaign evolves," said S. Michael Joseph, chairman and CEO of DACOR.

Dacor says that today, many homeowners are in peak earning years and, in light of stock market volatility, are investing more in their primary residences in remodeling, particularly in kitchen upgrades. Therefore, the home remodeling industry has experienced explosive growth in recent years with annual revenue estimated at U.S. $214 billion, according to a report from the Joint Center for Housing Studies at Harvard University. In the same study, kitchen remodeling continues to dominate sales over all other segments of
the home remodeling industry. Affluent households spend an estimated $20,000 or more, which accounts for 48.3 percent of the home remodeling
market.

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