TITLE

Events help `Hyundai who?' problem

AUTHOR(S)
Lico, Nick
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1702844

 

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