Originally Posted by 123K10D 
...they're going to use a precision campaign over the next 12+ months that'll build momentum/sales, for far less marketing money than big $ ads in glossy mags ever yield. Including aggessive poaching/recruiting of well known photogs from the n/c duopoly. The exception being marketing $ for the 'glass' - that's going into the standard streams for the first time.
Interesting...It kinda goes back to Pentax's original marketing strength, word of mouth. I also think it's interesting that the marketing dollars are going to go into promoting the glass. That makes sense from a Hoya point of view because that's where they can control more of the production sources and optimize their profit. Get 'em hooked on the cameras and make your money off the glass.