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The Florida-based Southern Ford Dealers group is targeting women for the first time in a humorous new advertising campaign developed by St. John & Partners in Jacksonville, Fla.
St. John & Partners created a television campaign addressing women’s concerns when purchasing a vehicle–safety, security, reliability and price. The effort also ties into NASCAR, which has a fast-growing female fan base, according to additional agency research.
Appealing to women is “an obvious opportunity and it has not been capitalized on,” said St.
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