CATEGORIES OF ENTRY (BUSINESS CATEGORY EXPLANATIONS)

The 2010 ECHO Awards are categorized, judged and presented by Primary Business Categories.

Determine the Primary Business Category that Best Fits Your Entry
The creative elements of your campaign or program can only be entered in the competition once. Please choose the business category that most accurately describes the product or service. The ECHO Committee reserves the right to reassign entries to proper categories as necessary.

Choose from ONE of these 12 business categories:

Automotive: Programs designed to generate automotive dealer traffic, promote brand/model loyalty and/or market new or used vehicle sales or leasing, parts or accessories. Includes programs developed by automobile manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.

Business and Consumer Services: Programs to market non-product offerings. This encompasses home and office maintenance and security, employee recruitment, postal/delivery services, government programs, professional services and educational programs, including student recruitment and enrollment. Does not include financial, travel, communications or health-related services.

Communications/Utilities: Programs initiated by communications or utility companies, such as telecommunications carriers, electric or gas power companies, satellite or cable TV franchise operators or Internet and broadband service providers to generate sales, inquiries or support, increase/maintain share, or increase distribution for their products and services.

Financial Products and Services: Programs to market banking, securities, investments, loans, real estate, credit cards or other financial products or services. Does not include insurance marketing, which is a separate category.

Information Technologies: Programs to market computer hardware, software, accessories, services and/or upgrades, including educational programs sponsored by companies that market IT products. Does not include electronic entertainment (gaming) products.

Insurance: Programs that support the marketing of insurance products and services to consumers or businesses. Includes agent support programs, health benefits/maintenance plans and third-party insurance offers.

Not-for-Profit: Programs generated by a not-for-profit organization, such as charitable foundations, cultural institutions, trade associations or political/advocacy groups. Includes fundraising, public health and safety, public service and social action educational programs. Does not include government or school marketing (see Business and Consumer Services).

Pharmaceutical/Healthcare: Programs created by pharmaceutical companies, healthcare providers such as hospitals and clinics, government-run health initiatives and manufacturers of health-related items to promote products and services that benefit the general health. Does not include insurance plans, fundraising efforts for hospitals and health-related causes or professional recruitment efforts.

Product Manufacturing and Distribution: Programs initiated by manufacturers or their non-retailing intermediaries to generate sales, inquiries or support, enhance brand loyalty, increase/maintain market share or expand distribution channels for their products. This includes packaged goods offerings such as food/grocery products, beverages, personal care products (not pharmaceuticals or medications), industrial products and cleaning suppliers. Does not include automotive, telecom, computer and technology manufacturers or distributors as other specific categories apply to these business segments.

Publishing/Entertainment: Programs to generate single sales or subscriptions for printed or electronic publications like books, magazines, newsletters, e-newsletters, periodicals, subscription-based research services or Web sites; drive ticket sales or traffic for films or theatrical events; encourage the viewing of television programming; promote electronic games and software; or stimulate lottery participation.

Retail and Direct Sales: Programs created by retail establishments or non-retail direct-order enterprises to generate traffic, inquiries, sales or loyalty, or to enhance employee relations. Includes businesses such as department stores, specialty shops, equipment dealers, auto parts stores (but not auto dealerships), restaurants, health clubs/spas/grooming establishments, catalogers, mail order companies, continuity plans, membership programs and buying clubs. Includes online and TV shopping enterprises.

Travel & Hospitality/Transportation: Programs to generate inquiries, sales or traffic for marketers of travel and transportation services, such as airlines, hotels, car rental firms, mass transit systems, tourism boards, cultural attractions, sports/entertainment venues and timeshares/vacation properties. Includes retail and online travel agencies and services. Does not include programs from automobile manufacturers, dealers or fleet operators.

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