UPFRONT 1997: Automotive

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Brand appeal replaces sex appeal as automakers look to push new models out of showrooms





Gentlemen, start your engines: With a strong economy and a greater emphasis on brand management, car companies are putting more money into national image advertising. At the same time, however, more automakers have gotten hold of the retail budgets that are partially funded by dealers, enabling them to “move the metal” when they need to without necessarily resorting to tired “Deal-athon” advertising.





There is still considerable money being pumped into the sport utility segment, with new models forthcoming from Lincoln, Mercedes-Benz, Subaru and Dodge.
















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