American Honda fortifies strategy with sponsorships

Gilbert, Jennifer; Guilford, David
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p40
Trade Publication
This article reports on the effort of American Honda Motor Co. to diversify its Internet advertising strategy with two custom-created Web sites. American Honda's Honda Division signed a six-month sponsorship of two online programs, Driving Today, a car enthusiast site, and Gamers Today, a video game information site. Honda and Web shop Rubin Postaer Interactive see sponsorships as an alternative to banner advertisements in targeting some prospects. The sites can be reached through buttons placed on various car and online game-related sites in the DoubleClick Network, ESPN Infoseek Racing and Cablevision's EZ Seek Auto Channel.


Related Articles

  • Acura sees rich value on @Home's network. Guilford, Dave // Advertising Age;8/30/1999, Vol. 70 Issue 36, p30 

    Discusses marketing of American Honda Motor Co. Acura Division on the @Home broadband service. Quality of the rich media Web site; Features such as high-resolution and three-dimensional images; Success of other companies including Acura with @Home.

  • Covert CR-V. Rich, Laura // Adweek New England Edition;08/18/97, Vol. 34 Issue 33, IQ p26 

    Describes the advertising campaign created for the CR-V sport utility vehicle of American Honda Motor Co. by Rubin Postaer Interactive. Marketing approach employed by the company; Purposes of the strategy adopted; Total cost of the campaign; Design of the interactive advertisement created for...

  • Rubin Postaer Interactive. Dawson, Angela // Adweek Midwest Edition;11/17/97, Vol. 38 Issue 46, INTERACTIVE QUARTERLY p30 

    Presents a corporate profile on interactive advertising agency Rubin Postaer Interactive. History; Industry ranking; Clientele; Specialization.

  • Rp.i reaps awards for Honda. DeSalvo // SHOOT;07/18/97, Vol. 38 Issue 29, p18 

    Focuses on the Web site created by Santa Monica, California-based advertising agency Rubin Postaer and Associates' interactive unit for car company Honda. Features of the Web site; Awards won by the Web site.

  • Honda, Toyota try interactive Web campaigns. Stein, Jason // Automotive News;12/8/2003, Vol. 78 Issue 6070, p22B 

    With two out of every three car shoppers gathering information online before making a purchase, automakers have begun Internet-only advertising campaigns. Last month, American Honda Motor Co. Inc. and Toyota Motor Sales U.S.A. Inc. started campaigns on Microsoft's MSN network. The Web sites,...

  • Acura kicks off Suissa-created ads. Johnson, Bradley; Cuneo, Alice Z. // Advertising Age;4/14/1997, Vol. 68 Issue 15, p3 

    Tells that Acura is unveiling advertising from new agency Suissa Miller in April 1997. Testing of its media-buying relationship with Western International Media; The campaign as building awareness for Acura's model names; Description of advertisement.

  • New Acura ads aim to add prestige. Rechtin, Mark // Automotive News;11/8/1993, Vol. 67 Issue 5525, p3 

    Reports on Acura's advertising campaign. Ketchum Advertising as Acura's agency; Acura's sales in 1992; Description of television advertisement; Orchestration of regional advertising; Concentration on the Integra sedan as an entry-level luxury car; Sales target for calendar 1994.

  • Acura revises local ad plan. Wernle, Bradford // Automotive News;8/21/1995, Vol. 69 Issue 5619, p1 

    Reports that Acura will restructure its regional marketing to give its six sales regions and dealers more autonomy to develop their own marketing plans.

  • Acura upgrades Web site. Washington, Frank S. // Automotive News;12/22/1997, Vol. 71 Issue 5745, p17 

    Reports on the fact that Acura has upgraded its Web site. The importance of keeping current and fresh information for the consumer; The enhancement of the Owner's Clubhouse portion of the Web site.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics