TITLE

VW scores with youth

AUTHOR(S)
Buss, Dale D.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reveals that Volkswagen AG (VW) is focusing its television advertising campaigns on younger car buyers in the U.S. The company was one of the strongest brands in 1998 in placing advertisements in broadcast and cable TV shows that drew 18- to 24-year-old viewers. According to Brian Fuhrer, senior product manager for Nielsen Media Research, the Volkswagen Jetta automobile placed fourth, the VW Beetle placed ninth and VW models placed 12th in his ranking on channels such as MTV which attract the younger set. The company's Da-da-da advertisement in 1997 for the Golf was a direct appeal to 18- to 24-year-old buyers.
ACCESSION #
18196816

 

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