TITLE

German carmakers fuel U.S. surge with new ads

AUTHOR(S)
Halliday, Jean; Krol, Carol
PUB. DATE
August 1997
SOURCE
Advertising Age;8/11/1997, Vol. 68 Issue 32, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the advertising media plans of the North American division of German luxury carmakers, BMW of North America and Mercedes-Benz, as of August 11, 1997. BMW is pushing a TV branding with commercials that retain the company's tagline on the first quarter of 1998. In addition, BMW plans to increase its annual ad budget of $80 million by 10% in 1998. According to Fallon McElligott, agency that holds the account of BMW, the campaign it developed for the carmaker will bring back the car to its roots, which is fun to drive. On the other hand, Mercedes is expected to spend $55 million on marketing from mid-September through December on the new car models. The promotion is based on a strategy carmakers employed from the 1950s through 1970s, when they kept tight wraps on new models until they were released at dealers.
ACCESSION #
9708202354

 

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