TITLE

Non-traditional tactics back Ford revamp of Taurus

AUTHOR(S)
Halliday, Jean
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the non-traditional marketing strategy of Ford Motor Co. for its redesigned Taurus automobile. When Ford Division redesigned the sedan for the 1996 model year, Taurus received a $110 million advertising budget. This time, the plan includes displays at nearly 150 shopping malls, a motorsports sweepstakes tied to Nascar sponsorships; a custom magazine; and a second sweepstakes tied to college football. Rick Crossland, Taurus brand manager at Ford Division, would not reveal the budget. Ford spent $18.7 million in measured media for Taurus in 1998 and $36.8 million in the first half of 1999, according to Competitive Media Reporting.
ACCESSION #
2582213

 

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