TITLE

American Honda fortifies strategy with sponsorships

AUTHOR(S)
Gilbert, Jennifer; Guilford, David
PUB. DATE
June 1999
SOURCE
Advertising Age;6/7/1999, Vol. 70 Issue 24, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1911285

 

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