Fitzgerald, Kate; Lico, Nick
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM24
Trade Publication
The article deals with the growing popularity of event marketing among advertisers in the U.S. auto industry in 1999. While the auto industry is expected to represent only about four percent of the $7.6 billion advertisers likely will spend on event marketing this year, auto spending on events is expected to rise as much as 15 percent this year, compared with 12 percent in overall event spending. Nowhere is the auto industry's presence at events more evident than in golf. Last year the sport absorbed an estimated $35 million from automaker sponsors, with about $21 million coming from General Motors, according to IEG. But savvy automakers do not wait for the event itself. They promote sales through in-store promotions and dealership events. Automotive marketers also see special events as the key to reaching young adults and busy families, groups that are especially difficult to target through mainstream media. The trend is not lost on advertising agencies. Many have set up new event marketing departments or formed alliances with event marketing specialists.


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