TITLE

Rivals spur Mazda Protege into high gear

AUTHOR(S)
Guilford, Dave
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, p83
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the advertising campaign created by Southfield, Michigan-based Doner for Mazda Protege automobile of Mazda North American Operations. A 30-second commercial called Wall Street continues Mazda's strategy to marketing directly to women, a key component of its sales increase. The media schedule includes spot television, women's magazines and a heavy Web presence. Protege was up 18.8% to 48,876 vehicles, through the first eight months of 1999 compared with 1997, making it one of the few compacts outside Volkswagen of U.S. popular Beetle to rack up double digit gains.
ACCESSION #
2370319

 

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