Events help `Hyundai who?' problem

Lico, Nick
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM26
Trade Publication
This article deals with the improvements in the advertising efforts of Hyundai Motor America in 1999. Traditional advertising can create awareness, but changing the perception of quality through advertising is difficult. That is one of the reasons for Hyundai's event marketing programs. One program displays Hyundai vehicles at Six Mills Malls across the country. Shoppers are invited to enter sweepstakes, adding their names to Hyundai database in the process. A second program, Power of the Purse, is a series of seminars at women's events where Hyundai conducts sessions to help women purchase a car more effectively.


Related Articles

  • Anatomy of a strategy: Hyundai.  // Automotive News;5/7/20007, Vol. 81 Issue 6254, p36B 

    The article presents information on the marketing campaign of Hyundai Motor America Co. The company's marketing campaign was entrusted to magazine publisher Meredith Corp. The task involved raising the brand awareness in the U.S. market, execute a ride-and-drive program and create a cause...

  • Hyundai creating ad agency in Korea. Halliday, Jean // Automotive News;5/30/2005, Vol. 79 Issue 6150, p40 

    The article reports that Hyundai Automotive Group is forming an in-house advertising agency in its home market of South Korea. Officials of Hyundai Motor America Co. insist the shift will not affect the company's U.S. advertising. Members of Hyundai's founding family, the Chungs, will be major...

  • Hyundai will increase minority ads. Cantwell, Julie // Automotive News;11/19/2001, Vol. 76 Issue 5958, p23 

    Reports the plan of Hyundai Motor America to devote fifteen percent of marketing budget to reach minorities in the United States. Emphasis on Hispanics and blacks; Decision to use more black actors in advertising; Impact of the plan on the salability of Hyundai cars.

  • Hyundai meets with 10 about direct assignment. Dawson, Angela // Adweek New England Edition;01/05/98, Vol. 35 Issue 1, p2 

    Gives information pertaining to the development of a comprehensive direct marketing program, by Hyundai Motor America. Details on an invitation for the attendance of a bidders conference; Information on the undisclosed budget; Comments from Hyundai's database marketing manager, Paul Millard;...

  • Hyundai spends like never before to launch Genesis luxury sedan. Jackson, Kathy // Automotive News;5/26/2008, Vol. 82 Issue 6309, p6 

    The article announces the move of Hyundai to spend $80 million for the marketing campaign in the launching of its new Genesis luxury sedan in the U.S. The campaign includes Genesis commercials during the 2008 Super Bowl, ride and drive for summer. It states that a big portion of the budget goes...

  • Hyundai creates brand ad to launch Sonata. Rechtin, Mark // Automotive News;5/2/2005, Vol. 79 Issue 6145, p16D 

    The article reports that Hyundai Motor America Co. will play up its $1.1 billion Alabama factory in a brand advertising campaign that launches the redesigned Sonata sedan. Bob Cosmai, Hyundai Motor America CEO, says company executives in America and South Korea debated how much weight to put...

  • Hyundai backs Azera with big ad bucks. Bowens, Greg // Automotive News;2/13/2006, Vol. 80 Issue 6189, p24D 

    The article reports that Hyundai Motor America Co. is earmarking 20 percent of its media advertising spending this year to launch the Azera, its first foray into the premium market. To help pay for the launch of the mid-sized sedan, Hyundai officials say they are boosting the company's media...

  • Hyundai Thinks Its Luxe Genesis Will Be a Revelation. Miller, Steve // Brandweek;2/4/2008, Vol. 49 Issue 5, p12 

    The article presents an interview with Joel Ewanick, who is the vice-president of marketing for automobile maker Hyundai. In the interview Ewanick discusses the marketing strategy for the automobile maker's luxury automobile, Genesis. Ewanick explains that the Genesis' target demographic is the...

  • Anderson makes mission of building on Kia's maturity. Halliday, Jean // Advertising Age;4/29/2002, Vol. 73 Issue 17, p52 

    Profiles Wally Anderson, vice-president of marketing for Kia Motors America. His strategy for raising the profile of Kia automobiles in the U.S.; Goal of establishing a unique brand identity, separate from Kia's parent company, Hyundai Motor America; Background of Anderson's career.

  • Hyundai promotes solo dealerships. Rechtin, Mark // Automotive News;1/31/2005, Vol. 79 Issue 6132, p3 

    This article reports that Hyundai Motor America Co. has rolled out incentives to persuade dualed dealers to build exclusive showrooms. About one-third of Hyundai's 660 dealerships operate stand-alone stores. Higher payments 5 percent of the base amount-for Hyundai's co-op advertising program....


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics