TITLE

Car sites drive ads to old-line media

AUTHOR(S)
Guilford, David
PUB. DATE
August 1999
SOURCE
Advertising Age;8/9/1999, Vol. 70 Issue 33, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the competition between Internet sites which market and sell automobiles as of August 9, 1999. Online car sites are driving more marketing dollars to old-line media as competition intensifies. Driving the change: new competition from large car-dealership chains, online services' growing financial resources and a realization that online auto sites need to build national brands. Category pioneer Autobytel.com grabbed attention when it paid $1.3 million for a Super Bowl spot in 1997, returning to the game in 1998. But Autobytel, flush with cash from its March initial public offering of stock, is raising the stakes as rivals' chase intensifies. At the same time, rivals are revving up their marketing, with several other dot-com car lots planning TV and radio work. Another competitor, Autoweb.com, plans its first national cable TV commercials, supplemented by spots buys breaking this fall, via Lowe & Partners/SMS, San Francisco.
ACCESSION #
2146362

 

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