Consolidation makes outdoor a breeze for Ford divisions

Halliday, Jean
February 1999
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps14
Trade Publication
This article focuses on the decision of Ford Motor Co. use outdoor billboards in advertising its automobiles. The contract of Ford Motor Co. with Outdoor Systems gave Ford more than 100 prime-location boards in at least 20 major markets. The J. Walter Thompson Co. subsidiary buys more than 1 billion dollars in media annually for Ford and its brands. According to David Ropes, director of corporate advertising at Ford, the automobile marketer could not have done outdoor deal without its consolidated media buyer.


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