DETROIT – Chrysler Corp. will make its ‘largest ever’ outdoor buy to support the launch of Neon, vp/marketing John Damoose last week told the Outdoor Advertising Association of America meeting in Los Angeles. Other elements of Chrysler’s new agenda are an increased emphasis on direct mail and print and a shift from primetime to other TV buys, he said, as part of an effort to get away from macro-marketing in favor of a narrowed focus that better targets the audience.
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