TITLE

Olds to buck GM trend, plans division brand ads

AUTHOR(S)
Halliday, Jean
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Oldsmobile to launch a divisional branding campaign in the U.S. in 1999. According to Karen Francis, general marketing manager of the company, the divisional advertising may appear in the fourth quarter although the first quarter of 2000 is more likely. Divisional advertisement have gone by the wayside since General Motors Corp. started brand management in 1995. In recent years, Oldsmobile commercials from Leo Burnett USA downplayed the Olds name and built, for instance, the Aurora brand. The newest model is the Alero automobile, introduced in 1998 with the advertising tag Start Something. According to Francis, the Alero is getting the bulk of advertising spending of Oldsmobile in 1999. She now describes the tag line as a divisional effort. The divisional campaign will link each vehicle back to the brand Oldsmobile, which the division has not done in recent years.
ACCESSION #
1959758

 

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