NBA fouls out

Geist, Laura Clark
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM2
Trade Publication
This article reports that the 1999 season strike in the National Basketball Association has prevented Toyota commercials from being broadcast. So the automaker moved the resulting $1.8 million advertising surplus to other NBC programs to help launch its Tundra full-sized pickup in June 1999. Toyota had already earmarked about 10 percent more spending in 1999, with much of it going to the Tundra, a vehicle it considers critical to its long-term strategy. The company makes its network buys up front, then allocates its ads as necessary to target specific buyers. Such flexibility is a plus, according to David Pelliccioni, vice president of marketing for Toyota Motor Sales U.S.A. Inc.


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