Is eBay's new advertising theme a desperate plea for attention, as the Wall Street Journal's "All Things D" Kara Swisher asks? eBay is launching its holiday marketing campaign today, and Swisher said "Come to Think of It" could remind consumers exactly how much they have forgotten about eBay. At best, it is a double-edged sword, Ms. Swisher wrote in the BoomTown column.
Last year, eBay skipped television advertising in favor of coupons and a tie-in with Microsoft Cashback, but this year, its integrated marketing campaign includes TV ads as well as print and an online - and a "real life" - component: an eBay "pop up" store will travel across the country to show customers a "vast selection of new, in-the-box merchandise that eBay sellers are offering."
The new "Come to think of it, eBay" holiday campaign features high-end designer items, new products as well as overstock and out-of-season goods: "last year's model mp3 player still plays this year's music."
In a television interview on CNBC that aired on Sunday evening, eBay CEO John Donahoe touted consumer electronics items such as cell phones and netbook computers, in addition to talking about the success of the iPhone eBay mobile app, but host Maria Bartiromo did not ask him about the ad campaign.
On Friday, however, the head of eBay Marketplaces Lorrie Norrington gave the Wall Street Journal an exclusive preview of the campaign, telling the newspaper, "We see a clear stabilization in the business as well as in the U.S. economy. We feel confident enough that it's time to go out and re-engage consumers with the eBay brand."
You can see the TV, web, print and banner ads here. eBay also launched a holiday version of its Daily Deals website at Holiday.ebay.com.
Is eBay's new advertising theme a desperate plea for attention, as the Wall Street Journal's "All Things D" Kara Swisher asks? eBay is launching its holiday marketing campaign today, and Swisher said "Come to Think of It" could remind consumers exactly how much they have forgotten about eBay. At best, it is a double-edged sword, Ms. Swisher wrote in the 
