TITLE

Dodge turns rodeo into 2-way effort to round up buyers

AUTHOR(S)
Halliday, Jean
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the efforts of Dodge, DaimlerChrysler division, to turn its sponsorships and events into two-way marketing opportunities. It has booth at the rodeos where prospects can talk to Dodge marketing and product specialists and fill out business reply cards to get information. The division's growing sophistication in event sponsorship is mirrored by its spending. The company has shifted 25% to 30% of its marketing spending from traditional media to special events. Annual Dodge events include a partnership with Purina Mills to sponsor equine educational events, which draw a largely female audience of about 75,000. It also sponsors events at college campuses organized by Mademoiselle magazine.
ACCESSION #
18196803

 

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