TITLE

Five Star rises as DaimlerChrysler brands dealers

AUTHOR(S)
Guilford, Dave
PUB. DATE
September 1999
SOURCE
Advertising Age;9/20/1999, Vol. 70 Issue 39, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the national campaign launched by DaimlerChrysler in September 26, 1999 for its Five Star dealer-quality program. Though meant to convince consumers the automaker has upgraded dealerships for Chrysler, Dodge, Jeep and Plymouth, the campaign has a secondary target. A. C. "Bud" Liebler, DaimlerChrysler senior VP-marketing, said the campaign will pressure dealers that have not yet met Five Star certification standards in employee training, procedures, equipment and facilities. National TV breaks with two spots from FCB Worldwide in Southfield, Michigan, on National Football League telecasts. Print will include buys in USA Today and The Wall Street Journal as well as magazine spreads.
ACCESSION #
2291119

 

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