Edward Taylor, vice president of market research for DisplaySearch, tells Brand Week that Hitachi has thus far failed to crack the new 1080p market.
"They're late to the party for 1080," he said.
Daniel Lee, vice president of marketing for Hitachi, acknowledges that it's difficult explaining to consumers why 1080p is "better" than 720p or 1080i.
"It's a huge challenge to market this kind of thing," said Lee.
Hitachi says it found that 72 percent of college-educated adults could not explain the difference between the various picture formats.
"We've found that over 90 percent of buyers are doing their homework (on the Net) and we need to be there to communicate," Lee told Brand Week. "We are making sure this time that online is the critical place for us."
The Internet ad campaign will feature a woman in a bright red dress walking a black-spotted leopard.
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