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Doner Gives Sedan ‘Hip and Funky’ Appeal
DETROIT–W.B. Doner & Co. is positioning Mazda’s 1999 Protege as a “hip and funky” accessory for a younger audience in the first effort in a new campaign that breaks Oct. 15.
Mazda North America spent $28 million on ads for Protege in 1997; $9 million through June, per Competitive Media Reporting. Spending on the new model is expected to rise significantly, sources said.
Ford Motor Media in Detroit, a subsidiary of J.
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