TITLE

Porsche alters its media strategy

AUTHOR(S)
Halliday, Jean
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Porsche Cars North America to alter its media strategy in 1999. According to Richard Ford, chief operating officer of the company, they are going to concentrate on increasing the outer circle of potential customers. The company would not change its advertisements radically in the 2000 model year but will expand advertising in lifestyle magazines and boost its direct mail and relationship marketing. Carmichael Lynch won the account early 1999. The brand currently puts most of its print advertising dollars in car-buff magazines. Porsche buys only regional television in its top eight markets.
ACCESSION #
2166389

 

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