TITLE

Nissan repositions new Maxima as 'cut above.'

AUTHOR(S)
Rechtin, Mark
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Nissan North America Inc. to market the redesigned 200 maxima automobile. The Maxima advertising will be product-oriented. Nissan wants to communicate the new features and benefits of the Maxima. Not all the spending will be spent on network television programs. Maxima owners will receive a direct mail brochure in April 1999. Outdoor advertising and lifestyle magazines will get heavy play. When the car was unveiled at the Chicago Auto Show, Nissan opened a teaser Web site that linked from its corporate site. Nissan also is continuing heavy promotion through golf tournaments and magazines.
ACCESSION #
1662822

 

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